Fogg’s Behavior Model

The formula B = MAP stands for:

• B = Behavior: The action or behavior we want to encourage.
• M = Motivation: The individual’s desire or willingness to perform the behavior.
• A = Ability: How easy or hard it is to perform the behavior. In this context, it’s inversely related to friction (more friction means less ability).
• P = Prompts: The triggers that remind or push the individual to perform the behavior.

Ability in a Growth Context

Here, Ability is expressed as 1/Friction. This means that if something has higher friction (is harder to do), the ability is lower and vice versa. For example, if a task is made simpler (less friction), a person’s ability to perform it increases.

Hormozi’s Motivation Formula

For Motivation, Hormozi’s formula is a bit more detailed:

• Dream Outcome: The ideal result that the person wishes to achieve.
• Perceived Likelihood of Achievement: How likely the individual believes they are to achieve the dream outcome.
• Time Delay: The amount of time it takes to see results.
• Effort & Sacrifice: The amount of work and personal cost required.

The formula is:

Motivation =
(Dream Outcome x
Perceived Likelihood Of Achievement)
/
Time Delay
x
Effort And Sacrifice

In simpler terms, motivation increases if:

• The dream outcome is highly desirable.
• The likelihood of achieving the outcome is perceived as high.
• The time delay to achieve the result is short.
• The effort and sacrifices required are minimal.

Putting it All Together

To encourage a specific behavior (B), you need to:

• Increase Motivation (M): Use strategies to enhance the dream outcome, improve the perceived likelihood of success, reduce the time delay, or minimize the effort and sacrifices required.
• Increase Ability (A): Reduce friction to make the behavior easier to perform.
• Use Effective Prompts (P): Provide timely and appropriate reminders or triggers to prompt the behavior.

This is a structured model for understanding and effectively influencing behavior. It’s not just marketing jargon; it’s a framework that combines psychological principles to make desired behaviors more likely to occur by balancing motivation, ability, and prompts.

Let’s create a fictional scenario to illustrate how Brian Fogg’s model (B = MAP) and Hormozi’s formula can be applied in a B2B marketing/sales context.

Scenario: SaaS Product for Project Management

Background:

ACME Corp offers a SaaS product that simplifies project management for medium-sized companies. Their goal is to increase the adoption of their tool by project managers (PMs) in target companies.

Applying B = MAP

1. Behavior (B):

• Desired Behavior: Project managers sign up for a free trial of ACME Corp’s project management software and begin using it.

2. Motivation (M):

• Dream Outcome: Efficient project tracking, reduced administrative tasks, and enhanced team collaboration.
• Perceived Likelihood of Achievement: Use case studies and testimonials from similar companies to demonstrate high success rates.
• Time Delay: Emphasize that the software is quick to set up and intuitive to use, showing that benefits can be seen almost immediately.
• Effort & Sacrifice: Highlight that no extensive training is required, and the software integrates easily with existing tools.

3. Ability (A):

Friction:

• Current Friction Point: PMs feel overwhelmed by switching tools and the potential learning curve.
• Reduction Strategy: Provide an easy 3-step onboarding process and a dedicated support team to assist with the transition.
• Ability Formula: Ability = 1/Friction. By reducing friction (simplifying onboarding and offering support), the ability to use the software increases.

4. Prompts (P):

• Use email campaigns, targeted ads on LinkedIn, and personalized outreach to prompt PMs to sign up for the trial.
• Incorporate prompts within their existing project management community forums and blogs where PMs frequently visit.

Execution

Step 1: Increasing Motivation

• Dream Outcome: Collaborate with marketing to create content that vividly describes the benefits of using ACME Corp’s software. Use success stories, case studies, and testimonials from similar businesses to emphasize this dream outcome.
  • Example: “See how XYZ Inc. reduced project admin time by 40% using our software.”
• Perceived Likelihood of Achievement: Use demo videos and webinars featuring real users from similar companies to show how easily and effectively they use the software.
  • Example: “Join our webinar to see a live demo of how ABC Corp successfully streamlined their project management.”
• Time Delay: Create a simple onboarding process that gets PMs up and running within an hour.
  • Example: “Sign up today and complete your first project setup in under an hour!”
• Effort & Sacrifice: Highlight minimal setup steps and offer immediate assistance from a dedicated support team.
  • Example: “No training needed – our team guides you every step of the way!”

Step 2: Increasing Ability

• Reduce Friction: Simplify the sign-up process with single sign-on (SSO) options, and pre-fill as much information as possible based on available data.
  • Example: Create a very user-friendly dashboard with an intuitive layout that is easy to navigate.
• Onboarding Assistance: Offer personalized onboarding sessions and 24/7 chat support.
  • Example: “Schedule a 30-minute onboarding call with our support team to help you get started effortlessly.”

Step 3: Effective Prompts

• Email Campaigns: Send personalized email invitations highlighting the benefits and ease of using the software, with a clear call-to-action (CTA) to start the free trial.
  • Example: “Hi [Name], discover how easy project management can be. Start your free trial today!”
• Targeted Ads on LinkedIn: Run ads targeting PMs from medium-sized companies.
  • Example: “Effortlessly manage your projects and team with ACME Corp’s software. Try it free for 30 days!”
• Community Forums and Blogs: Place prompts within articles that PMs are already reading, discussing project management tips and best practices.
  • Example: A sponsored post or banner ad on a popular project management blog: “Ready to simplify your project management? Try ACME Corp’s tool for free!”

By applying Fogg’s Behavior Model and Hormozi’s Motivation formula, ACME Corp can systematically increase the likelihood of project managers adopting their SaaS product. By illustrating a clear dream outcome, demonstrating a high likelihood of achievement, minimizing the time delay and effort involved, reducing friction, and using effective prompts, they create an environment where the desired behavior (signing up for the free trial) becomes much more likely to occur.

Why MPO Firms Should Move Up Market:

Many MPO firms excel at execution – delivering campaigns, managing channels, etc. But this often means:

• Capped margins: Execution-heavy work is competitive, driving down prices.
• Resource drain: Managing large teams leaves less time for high-level thinking.
• Commoditization risk: Clients may view you as interchangeable with other providers.

Moving ‘up market’ means focusing on strategy consulting for marketing:

• Premium pricing: Strategy is high-value, justifying higher fees.
• Thought leadership: You become the expert clients turn to for guidance.
• Stronger relationships: You’re a partner, not just a vendor, to clients.
• Scalable growth: Your expertise, not team size, drives revenue.

Actionable Four-Step Plan for Your MPO Firm:

1. Rebrand for Strategy:

• Website overhaul: Remove case studies showcasing execution. Highlight strategic wins (even small ones).
• Content pivot: Publish thought leadership on marketing trends, not “how-to” guides.
• Sales conversations: Lead with questions about client goals, not your service list.

1. Start with Strategic Audits:

• Offer free assessments: This showcases your strategic thinking and gets you in the door.
• Package audits as products: Create tiered offerings for different client needs.
• Train your team: Ensure they can deliver insightful audits, not just data dumps.

1. Build a Partner Network:

• Identify reliable implementers: Vet agencies/freelancers you can confidently refer clients to.
• Formalize partnerships: Offer referral bonuses, create joint marketing materials.
• Position it as a benefit: Clients get the best of both worlds – your strategy, expert execution.

1. Restructure (If Needed):

• Assess skills: Identify team members strong in strategic thinking vs. pure execution.
• Retrain or transition: Invest in upskilling where possible, but be honest about fit.
• Hire strategically: Look for consultants with client-facing experience and industry knowledge.

Additional Tips for Your MPO Firm:

• Target your niche: Focus on industries where your strategic expertise is most valuable.
• Network strategically: Attend events where you can connect with decision-makers.
• Don’t forget current clients: Upsell them on strategic services, show them your new value.