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Hooked !!!
Thomas Kjemperud Oslo, July 30, 2014
Express edition
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"When my boss tells me to increase
engagement, I'm like…"
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"Why can't we do it like _______?"
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Patterns
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Vitamins or painkillers?
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Selling painkillers
- Obvious need - stop pain - Quantifiable market - Monetizable
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Selling vitamins
- Emotional need, not efficacy - "Makes me feel good knowing..." - Unknown market
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Vitamins or painkillers?
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Habit is when not doing
causes pain.
Habit-forming technology
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Creating pain? (more of an itch)
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Close your eyes
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!
hab·it A BEHAVIOR DONE WITH
LITTLE OR NO CONSCIOUS THOUGHT
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Two flavors Internal
External
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TriggersExternal Internal
!
Alarms Notifications
Emails Stores
Authority
!
Emotions Routines
Situations Places People
What to do next is in the trigger
What to do next is in the user's head
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NEGATIVE EMOTIONS ARE POWERFUL
INTERNAL TRIGGERS
DISSATISFIED
INDECISIVE
LOST
TENSE
FATIGUED
INFERIORDISCOURAGED
CONFUSED
LONESOME
BORED
POWERLESS
FEAR OF LOSS
THOMAS K startupletters.com @kjemperud Source: Kotikalapudi et al 2012,
Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
People with depression check email more.
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Know your customer's internal trigger.
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"Every time the user [internal trigger]
they use [product]."
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when
doing < thinking = action
trigger (SUCCESS!)
trigger (FAIL!)
ability
mo
tiva
tio
n
Source: Dr. BJ Fogg, Stanford University
B = m.a.t.
Fogg Behavior Model
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THOMAS K startupletters.com @kjemperud
Factors of ability • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
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Motivators of behavior
Seek: Pleasure Hope Acceptance
Avoid: Pain Fear
Rejection
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Supercharge the "stress of desire"…
!
But how?
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Exactly!
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The unknown is fascinating
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THOMAS K startupletters.com @kjemperud
As rewards become predictable, they become less interesting
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The investment phase is where the user does a bit of work
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Investments load the next trigger of the Hook
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Investments store value, improving the product with use
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