when you could walk in and collect gold." In 2009, Fogg's interests gradually shifted from persuasive technology to general human behavior. He published the Fogg Behavior Model (FBM), a model for analyzing and designing human behavior. The FBM describes three conditions needed for a behavior to occur: (1) motivation (2) ability and (3) a prompt. Motivation can be influenced by factors like pleasure/pain, hope/fear, and social acceptance/rejection. Ability can be impacted by time, money, physical effort, brain cycles, social deviance, and non-routine. Prompts are also referred to as triggers. In December 2011, Fogg developed a method to develop habits from baby steps, which he calls "Tiny Habits". He gave two TEDx talks on this and related topics. He was the founder and director of Stanford's Mobile Health conference (2008–2012). In 2020, Fogg published the book, Tiny Habits: The Small Changes That Change Everything, which describes in detail the "Tiny Habits" method of starting small when building sustainable habits to support a happier and healthier life. This book was on The New York Times Best Sellers List—under Advice, How-To & Miscellaneous—for three weeks. Personal life Fogg lives in Healdsburg, California and Maui. Notable students Ramit Sethi, founder of GrowthLab.com and co-founder of PBworks Mike Krieger, co-founder of Instagram Tristan Harris, co-founder of the Center for Humane Technology Bibliography Persuasive Technology (2003) Mobile Persuasion (with Dean Eckles; 2008) Texting 4 Health (with Richard Adler; 2009) Facebook For Parents (with Linda Fogg Phillips; 2010) Tiny Habits (2020) References External links 1963 births American social scientists Brigham Young University alumni Human–computer interaction researchers People from Dallas Stanford University alumni Living people People from Fresno, California People from Healdsburg, California