We had the pleasure of speaking to one of the Godfathers of habits and designing behaviours, BJ Fogg. We love the simplicity of his model: "Behaviour = Motivation + Ability + Prompt". Through this lens, we can see exactly why we do (or don't do) the things we want to do! Following on from our own discussion of his book Tiny Habits, this interview dives a little deeper into the intricacies of installing new habits or breaking old ones.