Behavior Design Framework Framework for designing products that reliably change behavior. Behavior is not about willpower or motivation — it is a design problem with a predictable equation. Core Principle The Fogg Behavior Model = B=MAP. Behavior happens when Motivation, Ability, and a Prompt converge at the same moment. The Action Line: When motivation and ability are sufficient, a prompt causes the behavior; below the line, no prompt works. High motivation compensates for low ability and vice versa. The reliable strategy is making behaviors easier (move right), not pumping up motivation (mo…