Founder and director, Persuasive Technology Lab, Stanford Univ., Palo Alto
Big Idea: Mobile technology will be the most powerful way to influence consumers in the next 15 years.
Clients: Procter & Gamble, Nike, AARP
When Fogg began studying how technology could influence behavior back in 1992, he faced some resistance to his ideas. But today he's one of the most sought-after thinkers in Silicon
In his lab at Stanford, Fogg, 45, researches how Web site or cell-phone design can impact consumers. While he's applying his findings to companies like eBay (where he's working to
improve customer service) and Nike (where he has helped simplify its sports technology line), he's sharing insights with Stanford undergrads. In one of his courses on Facebook,
students are asked to create applications that persuade other users on the popular Web site.
NEXT: Patrick Lencioni