hooked: how to build habit forming products

NIR EYAL + ETHOS3 PRESENT:

“Economic value is a function of the strength of habits a company creates.”

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

-NIR EYAL

Let’s see it in action through Sarah, an avid Pinterest user...

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah wasn’t always hooked: Pinterest manufactured desire in her.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

It all started with a...

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

The first part of a Hook is called the Trigger.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Triggers come in types:

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah was intrigued by a photo of Pennslyvania she saw on Facebook...

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

This external trigger alerted her by giving her information for what to do next.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

After successive cycles through the Hook, Sarah will be cued

by internal triggers like boredom.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

After the Trigger comes the Action.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah followed the beautiful photo she saw to a site called Pinterest.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

She now sees all sorts of interesting images of things

to see and do on her trip.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

She’s rewarded by something interesting with each scroll, sort of like pulling on

the handle of a slot machine.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah enters a sort of hunting state on Pinterest by scrolling through the

“reward phase” of the Hook.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Now it’s time for the “investment phase” of the Hook.

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Sarah is sharing Pins, adding friends, creating Pinterest boards, gaining followers,

and learning new site features.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

With every investment, Sarahincreases her likelihood of

using Pinterest in the future.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah’s “investments” in Pinterest:

Loads the next trigger by sending her messages to

return in the future.

Makes the site more valuable with use.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Through repeated Hook cycles, Sarah forms a Pinterest habit.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

If used for good, Hooks can enhance our lives.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

For Example, Sarah meets and connects with others and learns new things.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

But manufactured habits can also be time wasters we regret later.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

It’s important to understand how we get Hooked so businesses

can build healthy habits.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

And customers can prevent unwanted manipulation.

ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

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