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“Users who continually find value in a product are more likely to tell their friends about it.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“79 percent of smartphone owners check their device within 15 minutes of waking up every morning.”
― Nir Eyal, 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, 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, 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, Hooked: How to Build Habit-Forming Products

“Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.”
― Nir Eyal, 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, Hooked: How to Build Habit-Forming Products

“products that require a high degree of behavior change are doomed to fail”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“Habit-forming products often start as nice-to-haves (vitamins) but once the habit is formed, they become must-haves (painkillers).”
― Nir Eyal, 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, 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, Hooked: How to Build Habit-Forming Products

“If it can’t be used for evil, it’s not a superpower.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“Too many choices or irrelevant options can cause hesitation, confusion, or worse—abandonment.”
― Nir Eyal, 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, 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, Hooked: How to Build Habit-Forming Products

“Motivation or Ability — Which Should You Increase First? After uncovering the triggers that prompt user actions and deciding which actions you want to turn into habits, you can increase motivation and ability to spark the likelihood of your users taking a desired behavior. But which should you invest in first, motivation or ability? Where is your time and money better spent? The answer is always to start with ability.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“Companies who form strong user habits enjoy several benefits to their bottom line.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“The mind takes shortcuts informed by our surroundings to make quick and sometimes erroneous judgments.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“A habit is when not doing an action causes a bit of pain. It”
― Nir Eyal, Hooked: How to Build Habit-Forming Products