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Hooked: How to Build Habit-Forming Products

Nir Eyal (Goodreads Author)

4.06 · Rating details · 15,051 ratings · 1,115 reviews

Why do some products capture our attention, while others flop?
What makes us engage with certain products out of habit?
Is there be a pattern underlying how technologies hook us?

This book introduces readers to the "Hook Model," a four steps process companies use to build customer habits. Through consecutive hook cycles, successful products reach their ultimate goal of brin ...more

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Kindle Edition, 193 pages

Published December 25th 2013 by Createspace

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Jan 04, 2015 Ted rated it did not like it · review of another edition

Update: I ended up publishing a longer version of this - with a discussion of the trend towards more addictive technology in the tech industry more broadly - on the Huffington Post. It covers a lot of the same stuff in this review, but is likely a bit more polished: http://www.huffingtonpost.com/ted-mcc...

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I’ve heard a great deal about this book in the past month - first, I saw Eyal give a talk here in San Francisco (I hadn't heard of him, but someone recommended I go - the talk w Update: I ended up publishing a longer version of this - with a discussion of the trend towards more addictive technology in the tech industry more broadly - on the Huffington Post. It covers a lot of the same stuff in this review, but is likely a bit more polished: http://www.huffingtonpost.com/ted-mcc...

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I’ve heard a great deal about this book in the past month - first, I saw Eyal give a talk here in San Francisco (I hadn't heard of him, but someone recommended I go - the talk was sold out and a spot opened up), then someone at a meeting mentioned the book/talk and said it was 'amazing', then the other day I heard him featured on an episode of Planet Money. At least within the tech scene, it seems this book is very well-known, and that, to some extent, scares me. (And to put that into context, I'm a technology designer/researcher - i.e., I'm the kind of person who should be absolutely frothing at the mouth (happily) about this thing.)

Most of the reviews I've been seeing have been addressing Eyal's execution of the 'Hooked' concept, which I'd give something like a 2.5 - the ideas are clearly expressed, but the writing is fairly dumbed down, and the book's ideas could (and given his writing style, should) have been expressed in about a quarter of the length.

My biggest problem with the book is its basic premise, that 'hooking' people - that is, making them compulsive users of your technology product - is something worth doing. Eyal makes a number of assumptions about the benefits of technology here - he commonly alludes to Facebook, Instagram, et al as 'solving' our feelings of loneliness, for instance. Among many other occurrences, a line in the book says Instagram "helps users dispel boredom by connecting them with others." Everything about technology use is placed in a positive light - 'solving' problems, 'connecting' users. It's the standard litany of Silicon Valley Tech Speak, but bumped up a great many RPMs and set on continuous repeat.

The idea of 'hooking' a user to your product is strikingly similar to that of causing a user 'to be addicted' to your product, including use of the same mechanisms to do it. The third piece of the 'hook' cycle is the use of variable rewards to help make users habitual users of your product, for example - this is the exact mechanism that makes gambling so potentially addictive. Even the book's cover art shows a mouse pointer clicking somewhere near the nucleus accumbens of a brain, the dopamine center manipulated by variable rewards that help fuel behavioral addictions. Eyal discusses how, in the 1950's, Olds and Milner would stimulate mice in this region, and see them forgo food and water in exchange for more stimulation. (Think 'Infinite Jest', with mice in cages.) If his book espouses manipulation, at least he's (relatively) honest about it.

Eyal discusses - very briefly, at the very end of his talk/book - the morality of manipulating people in this way, and of causing, if you successfully carry out his formula and do everything else right, your users to develop behavioral addictions to your product. But his discussion of morality is too little, too late - during his talk, he spends forty minutes discussing how his model will allow audience members to build the next Facebook, and then five minutes pleading with them to use this information only to improve the world. "Basically, I want you all to use this for good," he begs, and then quotes Gandhi (yes, really), "Be the change you wish to see in the world." (The Mahatma, by the way, apparently never actually said this.) That's about it. When I saw the talk, I suspected he added this bit at the end to appease sane-minded audience members and prevent heckling.

In the book, at least, Eyal includes a short chapter near the end discussing the morality of this approach, and, perhaps as a way of showing how his 'hooked' formula can be used for good, a case study illustrating how a Bible app - YouVersion - carries out (more or less) the four steps of the hooked model. (The chapter also employs a nauseating number of religious puns: "Switching to a different digital Bible - God forbid..."; "Gruenewald's app is a Godsend", etc.) But it's unconvincing; and it's perhaps telling that the best positive example Eyal can find of a technology product achieving good with his model is 'getting people to read the Bible more', which is dubious at best.

I understand that this kind of thing happens all the time - you'd better believe that Facebook, Google, and many other technology companies are many steps ahead of even Eyal in this game. But it bothers me to see it filtered down and formulatized in a set of followable steps. It might bother me less if Eyal emphasized the ways in which this could be used for good throughout the book - for health behavior change, for instance, an area of technology design that's quickly growing and has shown potential for doing actual good. Eyal references Sunstein and Thaler's 'Nudge', another book I just finished (and one that I highly recommend). Those authors also present methods that could be seen as manipulative, but are careful to include frank and lengthy discussions on how to morally employ these techniques - not a hollow plea to 'only do good' with the methods followed by a flippant reading of a Gandhi quote. The authors of 'Nudge', moreover, fill the book with case studies in which their concept has - or at least, can - produce real, substantial benefit for great numbers of people. That book deserves attention and praise - people should be paying attention to *that* one.

Paul Graham has somewhat famously said (Eyal even references it) that "The world is more addictive than it was 40 years ago.... and the world will get more addictive in the next 40 years than it did in the last 40. We'll increasingly be defined by what we say no to." It bothers me greatly to see a book outlining *how* to make the world more addictive - and weakly excusing itself for doing so - seeing such success, especially here in Silicon Valley, where people designing products that 'touch people's lives' are only learning how to do so more effectively, more thoroughly, more persistently, more addictively. ...more

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Jan 07, 2014 Otis Chandler rated it really liked it

Shelves: psychology, nonfiction, business

Extremely valuable book for anyone building products designed to engage people frequently. Given that I think daily about how to make Goodreads better and more engaging for people, this was a useful book. I think I knew a lot of it already, but often being forced to think about things again can be useful - and there are a few useful new ways of thinking about things that I learned.

One of the main useful ideas the book talks about in engaging users is having triggers to bring the user back to th Extremely valuable book for anyone building products designed to engage people frequently. Given that I think daily about how to make Goodreads better and more engaging for people, this was a useful book. I think I knew a lot of it already, but often being forced to think about things again can be useful - and there are a few useful new ways of thinking about things that I learned.

One of the main useful ideas the book talks about in engaging users is having triggers to bring the user back to the product. This can be an external trigger - like an email or notification or ad that brings the user back - but the best products also form internal triggers. Ever get bored or lonely and find yourself on Facebook? Or wondering what is happening in the world and end up on Twitter? Or see something beautiful or inspiring and then pull out Instagram? Or feel the need to escape and relax and open a book or turn on a movie or a sports game? Our emotions often drive our behavior, and each emotion is mapped to a set of products we could use to "scratch the itch" of whatever we are feeling. These mappings become habits.

"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."

I think my favorite external triggers mentioned in the book were from the bible app example, where it sent a push notification to people if they walked into a strip club! And it sent another one on xmas day that did well. Timely matters!

Nir then talks about how to get users to take actions. The framework is obvious, but very true, and useful to remember when evaluating products. It's fairly well summed up in the below quote. There was a lot of good discussion about point #2 in terms of having simple design, being mobile, etc.

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."

Another point Nir makes around actions - which is also an obvious one but worth really paying attention to when designing a product - is around getting frequent engagement with a product when a user is new to it.

"For new behaviors to really take hold, they must occur often."

"frequent engagement with a product—especially over a short period of time—increases the likelihood of forming new routines."

The author then talks about variable rewards. I've known that variability - or serendipitousness as I like to think of it - is a very important driver of any engaging product. It's why we love sports, gambling, games, Facebook newsfeed, and good stories - not knowing what we'll find is exciting. Nir breaks down variable rewards into three types - the tribe, the hunt, and the self. The tribe is social validation - think of Facebook likes on content you posted. The hunt is something intrinsic in our brains that dates back to prehistoric times when we literally lived for the hunt - think of hunting for interesting content on your Twitter feed, or gambling looking for payoffs. The self is more for personal gratification - wanting to complete a puzzle you started or beat a video game you started.
...more

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Dec 23, 2013 AnneMarie rated it it was amazing

There is buzz about this book in the SF tech scene. After reading it, I know why!

It's well researched. It's interesting. And it's thought-provoking.

Nir Eyar masterfully weaves his insights of technology, business and psychology into his four-fold model, which explains how to create habit-forming products.

Whether you are an entrepreneur just getting started, a psychologist seeking depth or an avid reader wanting to know more about the world around us, you'll love this book!

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Jun 27, 2015 Anca rated it did not like it · review of another edition

This book was a huge disappointment. It is full of speculation and misleading 'information'. It has a very big fluff to substance ratio and the little substance it does present is deprived of all nuance.
Arguably, that isn't reason enough to give it one star. The determining factor is the authors tendency of quoting studies and then misrepresenting the findings. For example: a study of the internet usage of 216 students. The study, conducted over the course of a month, found correlation between ...more

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Apr 01, 2017 WhatIReallyRead rated it it was amazing · review of another edition

Shelves: business, for-work, non-fiction, psycology, read-in-russian, physical-book, translated, favorites

This book is great. It has a very clear structure, all information is relevant and to the point. It's pretty short, easy to read, but provides a comprehensive view on the topic.

What I loved the most was the fact that author backed up all his statements with evidence. At the end of the book he provides citations, lists scientific studies and articles he mentions. Little personal opinion, a lot of useful info.

It's curious how the tech-related psychological research lines up neatly with what I've ...more

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Dec 15, 2013 Ryan Hoover rated it it was amazing

I've been an avid read of Nir Eyal's blog (nirandfar.com) for over a year. When he asked if I wanted to work on the book with him, I immediately jumped on the opportunity. I have learned an incredible amount since then that have and will continue to guide my product decisions and perspective on technology.

Although I'm clearly biased toward the book, I would not have spent several dozen hours writing and working with Nir if I didn't believe it would be valuable for others.

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Dec 28, 2013 Suzanne rated it it was amazing

Excellent, well-written book. I've been reading Nir's blog for a while now so was already a fan. Nir and Ryan do a great job of bringing everything together in the Hooked process and laying it out in a logical and motivating way. The book takes you through the theory, giving examples to bring the theory alive and then provides exercises at the end of each chapter to help you take what you've learned and immediately apply it to your own product or service. It was refreshing to see a lot of new st ...more

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Sep 03, 2015 Joe Soltzberg rated it liked it · review of another edition

Hooked is an excellent (short) book on the use of psychology in product design. As technology becomes increasingly available to entrepreneurs of all backgrounds, design has become just as important as engineering. Correspondingly, all entrepreneurs should have a good understanding of the principals behind building habit-forming products. In that respect, this book does a great job. This book may not provide any grand revelations or have particularly unique/fascinating case studies, but it is sti ...more

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Dec 31, 2013 Brian rated it really liked it

Recommends it for: product managers...or actually anyone who works on a product

Recommended to Brian by: Suzanne

Shelves: recommend-for-product-mgr

(4.5) Really good stuff, actually actionable

In particular, I like the directives at the end of each chapter driving you to think about your own product, how you can use the Hooked principles to improve its stickiness. Also liked the Bible case study he added, though I think he should've made the analysis more rigorously follow the principles, if only in a data sheet format saying how each of the principles are applied. Then dive into the cooler narrative.

But this is really well organized and wri ...more

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Dec 17, 2013 Elisa rated it it was amazing

I decided to read this book, because I am a long-time follower of the author's blog. Being a psychologist that works in user experience design, I at first was not sure how much I'd gain from a book written on a subject I consider myself to have deep knowledge of. However, I found it to be a great book and I did learn a lot. I'd recommend this book for anyone that's interested in learning how psychological mechanisms can be used to form habits, and therefore keep people "hooked" on their products ...more

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Dec 16, 2014 Kartik Santhanakrishnan rated it really liked it

I'll start with a complaint because I want to get my grumpiness out of the way before I take it out on someone at work. This book should have been 50% as long as it is. Perhaps even shorter. Do authors seriously think that more words is the same as getting your point across? In all fairness, there were synopses at appropriate places in the book, so you could skip any nonsense and go through just salient points. Despite that, the book should have been way shorter. Take a star off. There. I feel b ...more

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May 25, 2014 Arjun rated it liked it

I highly recommend this book for anyone building a technology company or anyone who has interest in products.

As someone who's spend the last couple of years reading extensively about product and user psychology, I didn't find the book extremely insightful, but the book is very good for anyone who wants to get a baseline understanding of how to build and reinforce habits in products.

Books like this are worth their value because they give you a new lens to see the world. The success state would be ...more

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Sep 09, 2016 Trang Ngo rated it really liked it · review of another edition

Shelves: business

Ghi chép để nhớ.

1. Vì sao thói quyen quan trọng?
- Một sản phẩm chỉ thành công khi nó trở thành thói quen của khác hànghàng. VD: Muốn chụp hình thì dùng instagram. Muốn tìm phòng du lịch thì Airbnb.
- Để tạo ra thói quen thì khách hàng phải dùng sản phẩm đủ nhiều.

2. Mô hình Hook
- Trigger
- Action
- Variable rewards
- Investment

3. Manipulation Matrix
- Facilitator: Tạo ra sản phẩm có ích cho cuộc sống của người khác + bản thân mình có dùng.
- Peddler: Tạo ra sản phẩm có ích cho cuộc sống của người khác ...more

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Dec 20, 2016 Scott rated it really liked it · review of another edition

Shelves: business, design

As a product designer, this book is a perfect introduction to behavioral product psychology. It’s written in a humble and inquisitive tone. The objective literary style spoke to my research-based soul. I'm constantly seeking to follow the works (and words) of those who are solving real problems in the world. Nir Eyal is one of them. I definitely recommend the book. It’s a quick read, with the feel of an extended blog post (my only criticism, really).

After completing Hooked, I emailed Nir to tha ...more

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Dec 03, 2014 Sarah rated it it was ok

Would've given it 1 star, but since it got me to actually download the Bible App to see why Goodreads is constantly #8 to its #7, I threw it an extra star.

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Aug 20, 2018 ☘Misericordia☘ ~ The Serendipity Aegis ~ ⚡ϟ⚡ϟ⚡⛈ ✺❂❤❣ rated it really liked it · review of another edition

Yep, one way or another, we are all gonna get hooked.

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Dec 29, 2013 Lydia rated it it was amazing

Shelves: start-ups

Absolutely loved this book! Nir's writing is down-to-earth and accessible, his ideas are actionable with section-end bulleted summaries and short exercises. This is the practical guide you to building your own habit-forming product grounded in valid principles of psychology!! A must read for every entrepreneur and product professional.

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Jun 09, 2018 Arshad Pooloo rated it really liked it · review of another edition

Meticulous, well research and concise. This book has received a lot of attention in and for good reasons. If I was building a business right not and had to solve the problem of engagement and was allowed only one book to reference from, this would be it and I think that in itself says a lot. It is not perfect, but Nir gets his ideas and research across very clearly which is something valuable.

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Jan 24, 2015 Mario Tomic rated it it was amazing · review of another edition

If you ever wondered why makes people come back to Facebook, Twitter or games like World of Warcraft this books has the answer. It's really a must read so you understand the psychology behind what drives our behavior in a world where there's so many services competing for our attention.

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Dec 04, 2017 Benyamin rated it really liked it · review of another edition

کتابی عالی برای طراحهای محصول، طراحهای تجربه کاربری و هر کسی که به فکر طراحی محصولی فوقالعاده ست .
مدلی ساده به اسم هوک رو معرفی میکنه که تمام هدفش ایجاد فرایندی هست که در نهایت کاربر به یک محصول با ایجاد رفتاری تکرار پذیر که به اسم عادت گفته میشه توی کتاب، به دنبال رشد کسبوکار هست.

دو بخش ازین کتاب برای من خیلی جالب بود.
یک) اینکه درنهایت با کلی صحبت تئوری و آوردن مباحث فکری و مثالهای که با باز تعریفش ملموثه،ر رسید به مرحلهایی که متریک ارایه داد و میشد در نهایت یک کار کیفی رو به کمی تبدیل کرد. یعن کتابی عالی برای طراحهای محصول، طراح‌های تجربه کاربری و هر کسی که به فکر طراحی محصولی فوق‌العاده ست .
مدلی ساده به اسم هوک رو معرفی میکنه که تمام هدفش ایجاد فرایندی هست که در نهایت کاربر به یک محصول با ایجاد رفتاری تکرار پذیر که به اسم عادت گفته میشه توی کتاب، به دنبال رشد کسب‌وکار هست.

دو بخش ازین کتاب برای من خیلی جالب بود.
یک) اینکه درنهایت با کلی صحبت تئوری و آوردن مباحث فکری و مثال‌های که با باز تعریفش ملموثه،ر رسید به مرحله‌ایی که متریک ارایه داد و میشد در نهایت یک کار کیفی رو به کمی تبدیل کرد. یعنی عدد و رقم و آمار. چیزی که توی کسب و کار میتونه راحتر موجب تصمیم گیری بشه.

دو) توی بخش نهایی کتاب، با وجود اینکه بحث مربوط به کسب و کار و ایجاد سود و درآمد بیشتر هست، بخشی رو به این موضوع پرداخته که ایجاد عادت توی کاربر همیشه کاری اخلاقی نیست و باید حواستون باشه که این عادت منجربه بهتر شدن زندگی کاربر نهایی بشه و اون مشتری تبدیل نشه به ماشین پول‌سازی برای شما.

حتما توضیه میکنم اگر توی مرحله‌ایی هستید که میخواید روی محصولتون به هر دلیل بازنگری کنید و یا ایده‌ایی توی ذهنتون هست که به فکر پیاده‌سازیش هستید، قبلش این کتاب رو بخونید و یا لااقل با متد هوک آشنا بشید. فقط کافیه تو یوتوب سرچ کنید. کلی سخنرانی و ولاگ باحال از خود نویسنده و دیگران دربارش هست.

این کتاب رو توی طولانی مدت نخونید، ولی چندین بار با سرعت زیاد بخونید که مفاهیمش بهتر جا بیوفته. هرچقدر هم موقع خوندن تمرکز بیشتری روش باشه که بهتر. ...more

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Jun 17, 2017 Eugene rated it it was amazing · review of another edition

Shelves: 2017-to-read

This review has been hidden because it contains spoilers. To view it, click here.

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Oct 14, 2018 Nelson Zagalo rated it liked it · review of another edition

Shelves: academic, human_engage

"Hooked" (2014) é mais um livro que procura o santo Graal do design de experiência: um modelo capaz de criar engajamento ótimo com qualquer aplicação, processo, serviço ou produto. O livro é interessante, dando conta de muito do que se vai fazendo na área, embora não aprofunde nada de novo (mesmo tendo em conta o ano de publicação, 2014), para quem já esteja dentro do UX ou IxD e tenha lido as referências da área. Recupera um conjunto de teorias e modelos, e tenta o seu mix. É mais uma proposta ...more

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Dec 18, 2013 holosplay rated it it was amazing

I believe content and ideas in this book are valuable upgrade to product development. Creating products that have high engagement rate is the first step in Lean Startup methodology. I experience this book as a "habit creating tool" inspired by human psychology and behaviour. Everyone devoted to Lean Startup and product development should read this book!

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Dec 18, 2013 Jason Schwartz rated it it was amazing

Recommends it for: Entrepreneurs, Product Managers

I teach a class at General Assembly on Product Management and I always recommend the author's blog to students. I will now be recommending this book instead.

I have personally implemented these tactics at multiple startups. They get results. If you want to know why the software you built isn't taking off, the answer is contained in this book.

Critical must read for entrepreneurs.

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Jan 30, 2015 Karen Chung rated it it was amazing · review of another edition

This book is chock-full of practical cut-to-the-quick advice that start-ups can't afford to miss.

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Jan 27, 2019 Beatriz Canas Mendes rated it really liked it · review of another edition

Por coincidência, li o Hooked num momento em que me estou a des(a)pegar das redes sociais.

(...)

Estar Hooked é estar, de certa forma, preso a qualquer coisa, é vermo-nos envolvidos num processo, imersos num estado de constante curiosidade quanto ao que nos pode revelar a cada instante. É exactamente o hábito que nos leva à dependência, prevista pelos criadores dessas apps, para chamar a atenção de tantos utilizadores quanto possível.

(...)

Agora, perguntam vocês: mas isto de se trazer para o mercad Por coincidência, li o Hooked num momento em que me estou a des(a)pegar das redes sociais.

(...)

Estar Hooked é estar, de certa forma, preso a qualquer coisa, é vermo-nos envolvidos num processo, imersos num estado de constante curiosidade quanto ao que nos pode revelar a cada instante. É exactamente o hábito que nos leva à dependência, prevista pelos criadores dessas apps, para chamar a atenção de tantos utilizadores quanto possível.

(...)

Agora, perguntam vocês: mas isto de se trazer para o mercado produtos que brincam com a mente dos clientes e que têm em conta o cultivo de hábitos não é manipulação? De facto, o próprio Nir Eyal aborda esta vertente ética. Segundo ele, nos negócios não há maneira de evitar "entrar na mente" dos clientes, e que deve ficar à consciência e responsabilidade dos empreendedores fazê-lo para o "bem" ou para o "mal" - o que mais deve interessar é pensar se o produto melhora ou não a vida dos utilizadores e se o próprio empreendedor também o usaria. Se se responder afirmativamente a essas duas perguntas, tanto melhor!

Por agora, com algumas reservas, acho que concordo com esse método de avaliação ética. Ler este livro foi uma boa experiência, tanto colocando-me do lado dos empreendedores, quanto dos utilizadores. Além disso, ver desconstruído o processo que leva à dependência das tecnologias também me motiva a largá-las, dado que agora conheço a tal "manipulação" e os truques usados para incentivar ao uso a que me encontro sujeita. Devemos usar seja que produto for como vitaminas, não como analgésicos (jargão farmacêutico do autor!).

No que toca a aspectos mais estruturais do livro, primeiro tenho de apontar uma falha: o subtítulo induziu-me ao erro de pensar em "produtos" em geral, mas, na verdade, os produtos discutidos são sempre apps e websites, não propriamente escovas de dentes ou lençóis. Por fim, é de louvar todo o livro Hooked enquanto um produto ele mesmo: não existe edição em paperback, a capa dura vem envolta numa sobrecapa colorida, a impressão é feita em papel daquele que nos leva a enfiar o nariz lá dentro, o tipo de letra é grande e há algumas imagens, tabelas e resumos de ideias aqui e ali, fazendo parecer que a leitura segue escorreita e rápida... É um produto muito eficaz a chamar e a prender a atenção do leitor!

Opinião completa em: https://fuiprocrastinar.blogs.sapo.pt... ...more

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Jul 08, 2015 Anna (Tējtasītes blogs) rated it liked it · review of another edition

Shelves: non-fiction, psychology, technology, read-in-2015, sociology, business

Nira Eijala un Raiena Hūvera grāmatas ''Noķert uz āķa'' pamatā ir detalizēti izskaidrots āķa modelis - stratēģija, kā pieradināt patērētājus pie (lielākoties virtuāla) produkta. Autori runā par šī brīža aktualitātēm biznesā un tehnoloģiju pasaulē, piemin slavenu uzņēmumu veiksmes stāstus, veselu gūzmu dažādu pētījumu par cilvēka uzvedību, kā arī noslēgumā nedaudz pieskaras biznesa ētikai.

Katras nodaļas beigās atrodams neliels apkopojums par tikko izlasīto, kas manuprāt, ir ļoti noderīgi, lai pē ...more

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Oct 23, 2015 Sarthak Pranit rated it liked it · review of another edition

Shelves: design, non-fiction

If you are a product person, I am pretty sure you would have heard about this book. Now, read it.

Hooked explains the utopia of product designers - building something that your users can get addicted to, something that if your users don't use, it hurts them. I am pretty sure people who have tried to overcome the 'Whatsapp-addiction' will get me.

Definite recommendation to all stakeholders of a product as well. Having said that, 'Don't Make Me Think' still remains the closer one to strike home.

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Mar 08, 2018 Abhijeet Jain rated it it was amazing · review of another edition

Shelves: non-fiction

Loved the way author presented his ideas. The book is amazingly structured and would definitely make you think about the technologies that have hooked you.
The best way to get over social media addiction is to understand how it actually works! And this book will definitely help you in understanding that.

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Feb 12, 2019 Akram Sharshara rated it liked it · review of another edition

The substance that was provided was very much built on small parts of research, so take it with a grain of salt. Good examples, but sometimes a stretch.

The questions this book poses, and make you think about are quite good though.

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About Nir Eyal

Nir Eyal

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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."

He has taught at the Stanford Graduate School of Business and Hasso Plattner Institute of Design. His writing on technology, psychology and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.

Nir bl ...more