Action: B = MAT

After the trigger, the user must act, and Eyal borrows BJ Fogg's behavior model: Behavior happens when Motivation, Ability, and a Trigger converge. B = MAT. Remove any one and nothing happens.

Motivation is the desire to act; ability is how easy the action is. Fogg's insight, and the practical one for builders, is that ability usually beats motivation. Pumping up motivation with copywriting is hard and temporary. Making the action tiny is durable. Scrolling a feed, tapping a photo, hitting play: each is nearly effortless.

This is why habit products obsess over friction. Twitter compressed expression into a character limit, Google compressed research into one box. Audit the moment after your trigger fires: every field, every step, every second of load time is a place the loop dies.