Hooked: A Guide to Building Habit-Forming Products Author: | Language: English | ISBN:
B00HZY1N0K | Format: EPUB
Hooked: A Guide to Building Habit-Forming Products Description
Why do some products capture our attention, while others flop? What makes us engage with certain products out of habit? Is there a pattern underlying how technologies hook us?
This audiobook introduces listeners 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 bringing users back repeatedly - without depending on costly advertising or aggressive messaging. Hooked is a guide to building products people can't put down. Written for product managers, designers, marketers, startup founders, and people eager to learn more about the things that control our behaviors, this audiobook gives listeners:
- Practical insights to create user habits that stick.
- Actionable steps for building products people love.
- Behavioral techniques used by Twitter, Instagram, Pinterest, and other habit-forming products.
Nir Eyal distilled years of research, consulting and practical experience to write a manual for creating habit-forming products. Nir 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.
- Audible Audio Edition
- Listening Length: 4 hours and 16 minutes
- Program Type: Audiobook
- Version: Unabridged
- Publisher: Nir Eyal
- Audible.com Release Date: January 22, 2014
- Language: English
- ASIN: B00HZY1N0K
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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