The lesson on feature planning was revolutionary for my team. We went from shouting and arguing during planning meetings to everyone walking out happy with all the decisions that were made. He teaches a truly amazing process.
The behavior model itself is super useful for user journeys. My biggest take away is that when someone first downloads an application (or signs up on a website) they do so because they have a problem they want to solve, and at that moment there is a level of motivational energy that they are willing to spend. Be it adding pictures to a dating app or going through an onboarding process. If that first use is too complex, the user's motivation is exhausted and they'll drop out.
It was a very stressful project, we only had a tiny % of the resources we needed, and everyone had their belief as to the best way to navigate the maelstrom and come out the other side.
We were also all very invested in the product space (fitness) but in different aspects of it (e.g. running vs weight training) and we had no budget for market research. So for a long time (until BJ Fogg came along!) feature planning was "who is arguing the loudest for their point of view".
Then again this was classic Microsoft for the longest time, after all this is the company that had weekly "war room" meetings.
The above is in no way intended to denigrate or disagree with Fogg's work or its usefulness. In fact I applaud him for providing such work and hope that it is successful enough that it restores such knowledge of human behavior back in the expected canon of common sense.
Can you explain what you mean or maybe specific examples where you "noticed its absence"? Maybe then I'd get it.
As I see it, James forked Tiny Habits to make it more marketable and has had great success selling books and courses under the Atomic Habits brand.
BJ opted to provide his Tiny Habits materials and 5 day course for free as it generated more data points to support his research.
Having now read both books, I certainly appreciate the plain spoken / matter of fact style of Tiny Habits compared to Atomic Habits which felt more hyped.
Tiny Habits is great. It is deep while being approachable. BJ Fogg is not only a serious researcher, but also a superb teacher.
Tiny Habits is a book to buy, to read, and to apply to your life (both personal and professional).
If you are serious about improvement, it is essential.
I haven't read the book but I posted mainly because I found the behavior model useful.