hooked: how to build habit forming products
TRANSCRIPT
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.
ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL
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
