Fogg Behavior Model

    When introducing new IT systems, we often encounter resistance. Using the behavioral model of Dr. BJ Fogg, we figure out how to help people accept innovation.

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    Since 2007, I was struck by the amazing simplicity and convenience of my first iPhone, as well as the speed with which Apple products began to conquer the world. It seemed a little unfair to me, it all worked out too simply. (My answer to the question why it happened is at the end of the article.)

    In fact, among the total number of things that surround us, there are very few that we have learned to do with ease. More often, everything new passes through our initial rejection and resistance. I work in the field of information technology and have repeatedly seen that CRM, ERP, document management, a corporate portal - so that you do not introduce a new one, you will always meet resistance.

    How to help people accept innovation and change the way they work? To answer this question, I turn to the behavioral model of Dr. BJ Fogg .

    For a change in behavior to occur, it is necessary that three elements coincide at a single point in time: Motivation , Skill and Trigger. If the habit does not change, then at least one of these three components is lacking.

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    Motivation models are different. For example, Gingerbread cookies or a whip. Or two carrots ( they say it works equally well in both horizontal and vertical directions). In our work, we use our own model of motivation, which I will discuss later. In general, motivators can be divided into internal and external. Internal may include curiosity, comfort, competition, recognition and a number of other factors not related to external circumstances. Internal motivators are difficult to change, they must be recognized and try to use.

    External motivators are financial rewards, public recognition, promotions or the threat of dismissal. External motivators can be artificially created, but they work in a shorter term than internal ones.

    Ability (it can also be called Ability or Simplicity) is how easy it is for you to make a change in behavior. Do you need any skills that you have not yet mastered? Or maybe it takes extra time or extra mental / physical effort? Interestingly, ability is not a product property, it is a user property. It's hard for me to lift a lot of weight, but there is no weightlifter. However, I assume that it is more difficult for him to write an article on a blog than for me.

    To improve skills, you need to teach people. Here, trainings, books, educational videos, technical support, etc. are appropriate. A

    trigger is a certain event that forces us to change our behavior. For example, a reminder, a message, a personal request, a to-do list, a phrase you’ve heard, or an image you’ve seen. At different levels of motivation and skills, different types of triggers are used:

    • If the motivation and abilities are high, you need a trigger of the "signal" type, for example, "go buy all iPhones to the States."
    • If the motivation is high, but the skills are not enough - you need a trigger of the type "instruction", such as "do it once, do two, do three."
    • If the motivation is low, but the abilities are enough, you need a trigger of the “insight” type. This is how I became so passionate about corporate social networks that I even write a blog about it.

    What to do if there is not enough motivation and ability? First of all, raise motivation, and then, with its help, learn new skills.

    Practical example No. 1.Let's say we implement CRM. To be honest, spending one hour a week and entering data into the system is not difficult. But a big demotivator works - I really do not want to share the contacts of my clients with the company. So you need to raise motivation. Sales can be encouraged (or forced) by an external material method - bonus or threat of dismissal, as well as by an external non-material method - a board of honor, a reprimand from the head, protection of the transaction to the first person to enter data about it in the CRM system. A friend of mine specializes in implementing sales management systems. He says that after two or three sales cycles conducted in the CRM system, sellers have an insight. They themselves begin to see how organizing the data themselves helps them sell better. This, of course, does not work for everyone, because there are different types of sellers.

    Practical example No. 2. Suppose we want our corporate portal to be not only beautiful, but also a visited place. The first step towards engaging employees is to publish your photos on the user’s profile. To do this, you can organize a competition for the best profile. In light of the above model, three components must be assembled: motivation, skills / simplicity, and triggers.

    • The motivation may be the recognition of colleagues, the desire to look beautiful, competitiveness, maybe even social pressure from your colleagues.
    • To make it easy for people to fill out a profile, it’s worth publishing a video clip about creating your profile, assigning various nominations, inviting a professional photographer (girls will appreciate it), and arranging a vote.
    • The triggers can be a letter with the announcement of the event, the date of the photographer’s arrival at your office, the end date of the contest, announcements with examples of photos of your colleagues.

    Here you have an action plan.

    *** The

    promised thought about Apple. I got the answer to my question by reading the well-known book about the life of Steve Jobs. From it I identified two thoughts. First, Steve Jobs created his product, building up a concept for almost two decades bit by bit, and then the image of a new product. This is a tremendous work, multiplied by the genius of the creator. Second, inside the structures subordinate to Steve Jobs, he was the sole ruler and allowed himself all sorts of methods of motivation.

    And yet he successfully introduced the changes.

    Vladimir Ivanitsa Facebook | LinkedIn

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