The purpose of a Focus Map is to match yourself with easy behaviors that you want to do and that are effective in getting you to your aspiration. - B.J. Fogg

Here’s what my one-time behavior looks like when you break it down. Behavior (B): Donating via text to the Red Cross. Motivation (M): I wanted to help the victims of a devastating disaster. Ability (A): It was easy to reply to a text message. Prompt (P): I was prompted by a text message from the Red Cross.

When I first teach people my Behavior Model, they are sometimes a little dubious when I tell them this is a universal model. They wonder how one model with just four letters could possibly account for every kind of behavior in every culture.

Let’s say that you have committed to running every day for two weeks, and at the end of those two weeks, you “reward” yourself with a massage. I would say, “Good for you!” because we all could benefit from more massages. But I would also say that your massage wasn’t a reward. It was an incentive. The definition of a reward in behavior science is an experience directly tied to a behavior that makes that behavior more likely to happen again. The timing of the reward matters. Scientists learned decades ago that rewards need to happen either during the behavior or milli-seconds afterward. Dopamine is released and processed by the brain very quickly. That means you’ve got to cue up those good feelings fast to form a habit. Incentives like a sales bonus or a monthly massage can motivate you, but they don’t rewire your brain. Incentives are way too far in the future to give you that all-important shot of dopamine that encodes the new habit. Doing three squats in the morning and rewarding yourself with a movie that evening won’t work. The squats and the good feelings you get from the movie are too far apart for dopamine to build a bridge between the two. The neurochemical reaction that you are trying to hack is not only time dependent, it’s also highly individualized. What causes one person to feel good may not work for everyone. Your boss may love the smell of coffee. When she enters a coffee shop and inhales, she feels good. And her immediate feeling builds her habit of visiting the coffee shop. But your coworker might not like the way coffee smells. His brain won’t react in the same way. A real reward — something that will actually create a habit — is a much narrower target to hit than most people think. I