Essentially, the level of engagement exhibited by an individual is predicated on both their capability and their motivation. BJ Fogg’s behaviour model suggests that these two factors must both be present at the time of some trigger event. The Fogg model is typically used by designers to influence the flow of user interaction with software. Of course, it can also apply to behaviour in a variety of other situations.

If we start from a position that an individual, team or organization has the necessary capability to act in a certain way (often the case) then the driving factor that will influence any behavioural outcome will be their motivation.