Coaching for Success Makes Big Difference in Changing Behavior, Expert BJ Fogg Says


Stanford University ‘Behavior Design’ Guru Addresses Lytx® User Group Conference

SAN DIEGO (Feb. 22, 2016) – Lasting behavior change among fleet drivers is attainable, but there are key ingredients that can accelerate — or completely derail — the ability to change, according to BJ Fogg, Ph.D., director of the Persuasive Tech Lab at Stanford University, and expert in creating systems to change human behavior. Fogg will be addressing the Lytx User Group Conference (UGC) here today, helping lay context to the importance of coaching for success when seeking improvement in safe driving behavior.

Lytx UGC attendees use the Lytx DriveCam safety program, a comprehensive solution that combines video capture of road incidents such as hard braking or sudden swerving, root cause behavior and data analysis of those incidents, and personalized coaching insights to improve driving behavior to help prevent those incidents. The net result is reductions of collision-related costs by up to 80 percent.

Feeling Successful Essential to Lasting Behavior Change, Fogg Says

“Changing behavior depends on many variables, from the behavior you’re seeking to change, the person’s skill level, and available resources to facilitate change, among other things,” said Fogg in an interview prior to his keynote address. “But lasting behavior change won’t occur unless the person has the ability to feel successful.”

Fogg will share his expertise with Lytx UGC attendees, whose driver safety efforts leverage DriveCam® video coupled with the program’s precise, actionable data to inform coaching that can help reduce risk among their fleets.

“To start an effective behavior change effort, it’s important to be extremely clear about exactly what you want the person to do, and that must be expressed in a way that inspires the desire to change,” he said. “For example, if a driver is habitually distracted, they’ll need to understand the expectation that they need be more engaged while driving, explained within the context that slowing down means they are more likely to come home to their family safely.”

Fogg explained that following that coaching, it’s critical to recognize the driver’s successes to reinforce a belief that he or she can continue to be successful.

“When someone feels successful, this is where the magic begins,” said Fogg. “Very simply, change leads to change, and people will shift their identity in a positive way. A driver who is improving his or her behavior, and feels successful in the changes – even if they’re small and incremental – is more likely to accumulate more and more good driving behavior.”


About Lytx

At Lytx® we harness the power of data to change human behavior and help good companies become even better. Our flagship product, Lytx DriveCam™ sets the standard for driver safety in the industries we serve, and our RAIR® Compliance Services helps DOT-regulated fleets comply with safety regulations, complementing the DriveCam® Program. Lytx ActiveVision℠ service helps detect and address distracted and drowsy driving, both in real time and over time. We protect more than 1,400 clients worldwide who drive billions of miles. We enable our clients to realize significant ROI by lowering operating and insurance costs, while achieving greater efficiency and compliance. Most of all, we strive to help save lives – on our roads and in our communities, every day. Lytx is privately held and headquartered in San Diego. For more information, visit, @lytx on Twitter, or on our YouTube channel.