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About Nir Eyal
Nir Eyal is an Israeli-born American author, lecturer, and investor. Previously, he taught as a Lecturer in Marketing at the Stanford Graduate School of Business and Design School and I’ve sold two technology companies since 2003.
Nir Eyal is the bestselling author of Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life.
Years of studying successful startups led to insights about influencing consumer behavior. And then, these insights were codified in the Hook model: a cycle of events, engineered to keep users coming back.
Hooked is ideal for businesses that build products that require ongoing, unprompted user engagement, and therefore need to build user habits within the product to thrive. It is a perfect read for startup founders, visionaries, innovators, but also established corporations who aim to understand how products influence our behavior and use habits for good. (Get the audiobook for free.)
Nir Eyal Quotes
Here are the most powerful success lessons from the Nir Eyal quotes:
Users who continually find value in a product are more likely to tell their friends about it.Nir Eyal
Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.Nir Eyal
Products that require a high degree of behavior change are doomed to fail.Nir Eyal
To change behavior, products must ensure the user feels in control. People must want to use the service, not feel they have to.Nir Eyal
The Hook Model is designed to connect the user’s problem with the designer’s solution frequently enough to form a habit. It is a framework for building products that solve user needs through long-term engagement.Nir Eyal
Make your product so simple that users already know how to use it, and you’ve got a winner.Nir Eyal
Companies who form strong user habits enjoy several benefits to their bottom line.Nir Eyal
the first place for the entrepreneur or designer to look for new opportunities is in the mirror.Nir Eyal
Fun is looking for the variability in something other people don’t notice. It’s breaking through the boredom and monotony to discover its hidden beauty.Nir Eyal
For some businesses, forming habits is a critical component to success, but not every business requires habitual user engagement.Nir Eyal
Instead of relying on expensive marketing, habit-forming companies link their services to the users’ daily routines and emotions.Nir Eyal
When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine.Nir Eyal
The ultimate goal of a habit-forming product is to solve the user’s pain by creating an association so that the user identifies the company’s product or service as the source of relief.Nir Eyal
there are three ingredients required to initiate any and all behaviors: (1) the user must have sufficient motivation; (2) the user must have the ability to complete the desired action; and (3) a trigger must be present to activate the behavior.Nir Eyal
“Habit Testing.” It is a process inspired by the build-measure-learn methodology championed by the lean startup movement. Habit Testing offers insights and actionable data to inform the design of habit-forming products. It helps clarify who your devotees are, what parts of your product are habit-forming (if any), and why those aspects of your product are changing user behavior.Nir Eyal
Internet is, “a giant machine designed to give people what they want.Nir Eyal
Habit-forming products often start as nice-to-haves (vitamins) but once the habit is formed, they become must-haves (painkillers).Nir Eyal
For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.Nir Eyal
So why haven’t more Google users switched to Bing? Habits keep users loyal. If a user is familiar with the Google interface, switching to Bing requires cognitive effort. Although many aspects of Bing are similar to Google, even a slight change in pixel placement forces the would-be user to learn a new way of interacting with the site. Adapting to the differences in the Bing interface is what actually slows down regular Google users and makes Bing feel inferior, not the technology itself.Nir Eyal
We often think the Internet enables you to do new things … But people just want to do the same things they’ve always done.Nir Eyal
Users take their technologies with them to bed.[cxiv] When they wake up, they check for notifications, tweets, and updates, sometimes even before saying “Good morning” to their loved ones.Nir Eyal
Once a technology has created an association in users’ minds that the product is the solution of choice, they return on their own, no longer needing prompts from external triggers.Nir Eyal
Variable rewards are one of the most powerful tools companies implement to hook usersNir Eyal
You are now equipped to use the Hook Model to ask yourself these five fundamental questions for building effective hooks: 1. What do users really want? What pain is your product relieving? (Internal Trigger) 2. What brings users to your service? (External Trigger) 3. What is the simplest action users take in anticipation of reward, and how can you simplify your product to make this action easier? (Action) 4. Are users fulfilled by the reward, yet left wanting more? (Variable Reward) 5. What “bit of work” do users invest in your product? Does it load the next trigger and store value to improve the product with use? (Investment)Nir Eyal
Who is on a team matters less than how the team members interact, structure their work, and view their contributions.Nir Eyal
To receive fewer emails, we must send fewer emails.Nir Eyal
There are many counterintuitive and surprising ways companies can boost users’ motivation or increase their ability by understanding heuristics—the mental shortcuts we take to make decisions and form opinions.Nir Eyal
If you were to walk around Slack’s company headquarters in San Francisco, you’d notice a peculiar slogan on the hallway walls. White letters on a bright pink background blare, “Work hard and go home.Nir Eyal
The goal is to eliminate all white space on your calendar so you’re left with a template for how you intend to spend your time each day.Nir Eyal
Motivation or Ability — Which Should You Increase First? After uncovering the triggers that prompt user actions and deciding which actions you want to turn into habits, you can increase motivation and ability to spark the likelihood of your users taking a desired behavior. But which should you invest in first, motivation or ability? Where is your time and money better spent? The answer is always to start with ability.Nir Eyal
Building habit-forming products is an iterative process and requires user behavior analysis and continuous experimentation.Nir Eyal
However, products utilizing infinite variability stand a better chance of holding on to users’ attention, while those with finite variability must constantly reinvent themselves just to keep pace.Nir Eyal
Many entrepreneurs fall into the trap of building products that are only marginally better than existing solutions, hoping their innovation will be good enough to woo customers away from existing products. But when it comes to shaking consumers’ old habits, these naive entrepreneurs often find that better products don’t always win—especially if a large number of users have already adopted a competing product.Nir Eyal
Companies fail to change user behaviors because they do not make their services enjoyable for its own sake, often asking users to learn new, unfamiliar actions instead of making old routines easier.Nir Eyal
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