Nir Eyal · 256 pages
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“79 percent of smartphone owners check their device within 15 minutes of waking up every morning.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Users who continually find value in a product are more likely to tell their friends about it.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Gourville claims that for new entrants to stand a chance, they can’t just be better, they must be nine times better. Why such a high bar? Because old habits die hard and new products or services need to offer dramatic improvements to shake users out of old routines. Gourville writes that products that require a high degree of behavior change are doomed to fail even if the benefits of using the new product are clear and substantial.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“The study demonstrated that people suffering from symptoms of depression used the Internet more. Why is that? One hypothesis is that those with depression experience negative emotions more frequently than the general population and seek relief by turning to technology to lift their mood.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Companies who form strong user habits enjoy several benefits to their bottom line.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“all humans are motivated to seek pleasure and avoid pain, to seek hope and avoid fear, and finally, to seek social acceptance and avoid rejection.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Buffett and his partner, Charlie Munger, realized that as customers form routines around a product, they come to depend upon it and become less sensitive to price.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“One method is to try asking the question "why" as many times as it takes to get to an emotion. Usually this will happen by the fifth “why.” This is a technique adapted from the Toyota Production System described by Taiichi Ohno as the “5 Whys Method.” Ohno wrote that it was "the basis of Toyota's scientific approach ... by repeating ‘why?’ five times, the nature of the problem as well as its solution becomes clear.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“products that require a high degree of behavior change are doomed to fail”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“In a classic Aesop’s Fable, a hungry fox encounters grapes hanging from a vine. The fox desperately wants the grapes. But as hard as he may try, he can not reach them. Frustrated, the fox decides the grapes must be sour and that he therefore would not want them anyway.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“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, quote from Hooked: How to Build Habit-Forming Products
“When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine. Over time, Barbra associates Facebook with her need for social connection.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Internet is, “a giant machine designed to give people what they want.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“The mind takes shortcuts informed by our surroundings to make quick and sometimes erroneous judgments.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“new behaviors have a short half-life, as our minds tend to revert to our old ways of thinking and doing. Experiments show that lab animals habituated to new behaviors tend to regress to their first learned behaviors over time.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“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, quote from Hooked: How to Build Habit-Forming Products
“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, quote from Hooked: How to Build Habit-Forming Products
“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, quote from Hooked: How to Build Habit-Forming Products
“As the machine scanned the blood flow in the various regions of their brains, the tasters were informed of the cost of each wine sampled. The sample started with a $5 wine and progressed to a $90 bottle. Interestingly, as the price of the wine increased, so did the participant's enjoyment of the wine. Not only did they say they enjoyed the wine more but their brain corroborated their feelings, showing higher spikes in the regions associated with pleasure. Little did the study participants realize, they were tasting the same wine each time.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Instead of relying on expensive marketing, habit-forming companies link their services to the users’ daily routines and emotions.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“For new behaviors to really take hold, they must occur often.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“If it can’t be used for evil, it’s not a superpower.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“on sites such as Pinterest, whenever the user nears the bottom of a page, more results automatically load. Users never have to pause as they continue scrolling through pins or posts without end”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“Remember and Share - The Investment Phase is the fourth step in the Hook Model. - Unlike the Action Phase, which delivers immediate gratification, the Investment Phase is about the anticipation of rewards in the future. - Investments in a product create preference because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance. - Investment comes after the variable reward phase when users are primed to reciprocate. - Investments increase the likelihood of users returning by improving the service the more it is used. They enable the accrual of stored value in the form of content, data, followers, reputation or skill. - Investments increase the likelihood of users passing through the Hook again by loading the next trigger to start the cycle all over again. *** Do This Now Refer to the answers you came up with in the last “Do This Now” section to complete the following exercises: - Review your flow. What “bit of work” are your users doing to increase their likelihood of returning? - Brainstorm three ways to add small investments into your product to: - Load the next trigger - Store value as data, content, followers, reputation and skill - Identify how long it takes for a “loaded trigger” to re-engage your users. How can you reduce the delay to shorten cycle-time through the Hook?”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“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, quote from Hooked: How to Build Habit-Forming Products
“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, quote from Hooked: How to Build Habit-Forming Products
“watching someone investing countless hours into completing a tabletop puzzle can reveal frustrated face contortions and even sounds of muttered profanity. Although puzzles offer no prize other than the satisfaction of completion, for some the painstaking search for the right pieces can be a wonderfully mesmerizing struggle.”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
“A classic paper by John Gourville, a professor of marketing at Harvard Business School, stipulates that “many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.”10”
― Nir Eyal, quote from Hooked: How to Build Habit-Forming Products
Nir Eyal
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“Are you all right?”
“Leg’s shot”
“How shot?”
“Well, I’m looking at the heel of my shitkicker and the front of my knee at the same time. And there’s a high probability I’m going to throw up.”
― J.R. Ward, quote from Father Mine
“It must have been-hell!" Merivale said.
"Just so," bowed his Grace. "It was the very worst kind of hell, as I know."
"The wonder is that she has come through it unscathed."
The hazel eyes lifted.
"Not quite unscathed, my dear Anthony. Those years have left their mark."
"It were inevitable, I suppose. But I confess I have not seen the mark."
"Possibly not. You see the roguery, and the dauntless spirit."
"And you?" Merivale watched him curiously.
"Oh, I see beneath, my dear! But then, I have had experience of the sex, as you know."
"And you see-what?"
"A certain cynicism, born of the life she has led; a streak of strange wisdom; the wistfulness behind the gaiety; sometimes fear; and nearly always the memory of loneliness that hurts the soul.”
― Georgette Heyer, quote from These Old Shades
“They had kissed the first time they did coke together, their first kiss, Wani’s mouth sour with wine, his tongue darting, his eyes timidly closed. Each time after that was a re-enactment of a thrilling beginning. Anything seemed possible – the world was not only doable, conquerable, but lovable: it showed its weaknesses and you knew it would submit to you. You saw your own charm reflected in its eyes. Nick stood and kissed Wani in the middle of the room – two or three heavenly minutes that had been waiting to happen, a glowing collision, a secret rift in the end of the day.”
― Alan Hollinghurst, quote from The Line of Beauty
“Well I ain't Dr. Phil, but I'm smart," she said.
"And your shoes are cuter than his," I said, trying to sound at least semi-normal.
"Yeah they remind me of Dorothy's ruby slippers, only mine are wedges 'cause I'm more fashion conscious than she was.”
― P.C. Cast, quote from Hidden
“After another moment of quietness, he asked, "Why did you do it?"
Arobynn's attention drifted back to the wagon, already a small dot in the rolling foothills above Rifthold. "Because I don't like sharing my belongings," was his only response.”
― Sarah J. Maas, quote from The Assassin and the Empire
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