Hooked: A Guide to Building Habit-Forming Products Author: Visit Amazon's Nir Eyal Page | Language: English | ISBN:
1494277530 | Format: PDF
Hooked: A Guide to Building Habit-Forming Products Description
Review
"Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will."- Matt Mullenweg, Founder, WordPress"Nir's work is an essential crib sheet for any startup looking to understand user psychology."- Dave McClure, Founder 500 Startups"When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user." - Andrew Chen, Technology Writer and Investor"You'll read this. Then you'll hope your competition isn't reading this. It's that good." - Stephen P. Anderson, Author of "Seductive Interaction Design" - Paperback: 168 pages
- Publisher: CreateSpace Independent Publishing Platform (December 26, 2013)
- Language: English
- ISBN-10: 1494277530
- ISBN-13: 978-1494277536
- Product Dimensions: 9 x 6 x 0.4 inches
- Shipping Weight: 9.1 ounces (View shipping rates and policies)
If you are in the business of building any kind of digital product, this book is required reading. I'm not kidding. If you don't read Hooked, you are at a HUGE disadvantage to competitors who have.
Many business owners and startup founders mistakenly believe they have to persuade customers why their product is better. Wrong. The marketplace is not a battle of products, it's a battle of perceptions. It's better to be first in mind than first in the marketplace.
Identifying your value proposition and focussing on benefits (not features) is a good start. But it is not the smartest way. If you want to build an army of hooked users you need to cultivate a kind of addiction that embeds itself below the layer of consciousness. The only way to do this is through a tight feedback loop between the expectation of reward and a mental association with your product.
When people are lonely, they open Facebook. When they are feeling downtrodden and unimportant, they open Twitter to see how many re-tweets and favourites they've scored today. When they're bored, they infinitely scroll pretty pictures on Pintrest. These three applications have been successful because they each created deep-rooted associations in the minds of their customers between some fundamental psychological need (connection, importance, boredom) and the product.
Habit-forming technologies like Twitter and Facebook take hold when a pattern of trigger, action, reward, and investment, creates desire in the user while providing increasing amounts of value. The more users invest in a way of doing things through tiny bits of work, the more valuable the service becomes in their lives and the less they question its use.
The book is written in clear, concise and practical language.
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