Nir Eyal Quotes

• To initiate (user) action, doing must be easier than thinking.

  Nir Eyal

  Thinking, Action, Easier

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• Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.

  Nir Eyal

  Thinking, Next, Action

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.30, Penguin

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• Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it.

  Nir Eyal

  Motivation, Two, Ease

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.9, Penguin

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• Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.

  Nir Eyal

  Nice, Habit, Products

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• For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.

  Nir Eyal

  Pain, Degrees, Action

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.23, Penguin Canada

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• Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.

  Nir Eyal

  Marketing, Links, Emotion

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.6, Penguin

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• Why not live now instead of someday?

  Nir Eyal

  Why Not, Someday

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• The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief.

  Nir Eyal

  Pain, Creating, Goal

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.34, Penguin

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• Products with higher user engagement have the potential to grow faster than their rivals.

  Nir Eyal

  Engagement, Rivals, Faster

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• The aim is to influence customers to use your product on their own, again and again without relying on overt calls to action such as ads or promotions.

  Nir Eyal

  Use, Action, Influence

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.14, Penguin

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• You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.

  Nir Eyal

  People, Different, Want

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.40, Penguin Canada

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• Users who continually find value in a product are more likely to tell their friends about it.

  Nir Eyal

  Products, Users, Values

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• Like flossing, frequent engagement with a product, especially over a short period of time, increases the likelihood of forming new routines.

  Nir Eyal

  Engagement, Increase, Flossing

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.18, Penguin

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• User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.

  Nir Eyal

  Habit, Advantage, Company

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.17, Penguin

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• Fogg states that 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

  Pain, Acceptance, Rejection

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.41, Penguin

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• As fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power

  Nir Eyal

  Real, Commitment, Thinking

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• Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.

  Nir Eyal

  Innovation, Failing, Company

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.17, Penguin

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• Habit-forming products alleviate users' pain by relieving a pronounced itch.

  Nir Eyal

  Pain, Habit, Alleviate

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.28, Penguin Canada

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• If users are not doing what the designer intended (when users are investing time, effort, etc in your product), the designer may be asking them to do too much.

  Nir Eyal

  Effort, Asking, Investing

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• Brainstorm new interfaces that could introduce opportunities or threats to your business.

  Nir Eyal

  Opportunity, Introducing, Threat

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.154, Penguin Canada

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• When designers intentionally trick users into inviting friends or blasting a message to their social networks, they may see some initial growth, but it comes at the expense of users' goodwill and trust. When people discover they've been duped, they vent their frustration and stop using the product.

  Nir Eyal

  Frustration, People, Growth

  Nir Eyal (2014). “Hooked: How to Build Habit-Forming Products”, p.31, Penguin

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