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賯賱丕亘 : 趩诏賵賳賴 賲卮鬲乇蹖丕賳 乇丕 亘賴 賲丨氐賵賱丕鬲賲丕賳 賵賮丕丿丕乇 讴賳蹖賲責
欧宝娱乐 Choice Award
Nominee for Readers' Favorite Business Books (2014)卮讴賱 丿丕丿賳 亘賴 毓丕丿鬲鈥屬囏ж� 亘乇丕蹖 亘賯丕蹖 亘爻蹖丕乇蹖 丕夭 讴丕賱丕賴丕 囟乇賵乇蹖 丕爻鬲. 丿乇 丿賳蹖丕蹖蹖 讴賴 丨噩賲 毓馗蹖賲蹖 丕夭 毓賵丕賲賱 賲禺鬲賱賮貙 匕賴賳鈥屸€屬囏� 乇丕 亘賴 禺賵丿 賲卮睾賵賱 賲蹖鈥屸€屭┵嗁嗀� 卮乇讴鬲鈥屸€屬囏� 亘丕蹖丿 乇丕賴讴丕乇賴丕蹖 賲賳丕爻亘蹖 丿丕卮鬲賴 亘丕卮賳丿 鬲丕 亘鬲賵丕賳賳丿 丿乇 匕賴賳 讴丕乇亘乇丕賳卮丕賳 噩丕蹖诏丕賴蹖鈥� 亘蹖丕亘賳丿.
丿丕卮鬲賳 賲卮鬲乇蹖丕賳 賲蹖賱蹖賵賳蹖貙 亘賴鈥屫嗁囏й屰� 讴丕賮蹖 賳蹖爻鬲貙 亘賱讴賴 卮乇讴鬲鈥屸€屬囏� 乇賵夭亘賴鈥屫辟堌� 亘賴鬲乇 賲鬲賵噩賴 賲蹖鈥屸€屫促堎嗀� 讴賴 丕乇夭卮 丕賯鬲氐丕丿蹖 丌賳鈥屬囏� 亘賴 賯丿乇鬲 毓丕丿鬲鈥屸€屬囏й屰� 亘爻鬲诏蹖 丿丕乇丿 讴賴 丿乇 匕賴賳 賲禺丕胤亘丕賳 禺賵丿 賲蹖鈥屸€屫池ж操嗀�. 卮乇讴鬲鈥屸€屬囏� 亘乇丕蹖 丕蹖賳鈥屸€屭┵� 賲卮鬲乇蹖丕賳卮丕賳 乇丕 亘賴 禺賵丿 賵賮丕丿丕乇 賳诏賴鈥屫ж辟嗀� 賵 賲丨氐賵賱蹖 鬲賵賱蹖丿 讴賳賳丿 讴賴 賲丿丕賲 丕爻鬲賮丕丿賴 卮賵丿貙 賲卮鬲乇蹖丕賳 乇丕 賳亘丕蹖丿 賮賯胤 亘賴 丕爻鬲賮丕丿賴 丕夭 賲丨氐賵賱丕鬲 禺賵丿 鬲乇睾蹖亘 讴賳賳丿貨 亘賱讴賴 亘丕蹖丿 丌賳鈥屬囏� 乇丕 亘賴 禺賵丿 賵丕亘爻鬲賴 賳賲丕蹖賳丿.
賴乇趩賳丿 亘乇禺蹖 丕夭 卮乇讴鬲鈥屸€屬囏� 亘賴鈥屫ж糙� 賲鬲賵噩賴 丕賴賲蹖鬲 丕蹖賳 賲賵囟賵毓 卮丿賴鈥屫з嗀� 賵賱蹖 卮乇讴鬲鈥屬囏й屰� 賴爻鬲賳丿 讴賴 丕夭 丕蹖賳 乇丕賴讴丕乇 爻賵丿 讴賱丕賳蹖 丨丕氐賱 賵 丕乇夭卮 卮乇讴鬲 禺賵丿 乇丕 趩賳丿蹖賳 亘乇丕亘乇 讴乇丿賴鈥屫з嗀�. 卮乇讴鬲鈥屬囏й屰� 讴賴 丿乇 丕蹖賳 讴鬲丕亘 賳丕賲鈥屫ㄘ必� 卮丿賴鈥屫з嗀� 賲丨氐賵賱丕鬲 禺賵丿 乇丕 亘賴 賳丨賵蹖 胤乇丕丨蹖 讴乇丿賴鈥屸€屸€屫з嗀� 讴賴 丿乇 賲卮鬲乇蹖丕賳 丕蹖噩丕丿 毓丕丿鬲 讴乇丿賴鈥屸€� 賵 亘丕 丕蹖賳 乇賵卮 亘丕毓孬 卮丿賳丿 讴賴 賲卮鬲乇蹖丕賳 亘賴鈥屫蒂堌必� 賳丕禺賵丿丌诏丕賴 丕夭 賲丨氐賵賱丕鬲卮丕賳 丕爻鬲賮丕丿賴 讴賳賳丿.
丿丕卮鬲賳 賲卮鬲乇蹖丕賳 賲蹖賱蹖賵賳蹖貙 亘賴鈥屫嗁囏й屰� 讴丕賮蹖 賳蹖爻鬲貙 亘賱讴賴 卮乇讴鬲鈥屸€屬囏� 乇賵夭亘賴鈥屫辟堌� 亘賴鬲乇 賲鬲賵噩賴 賲蹖鈥屸€屫促堎嗀� 讴賴 丕乇夭卮 丕賯鬲氐丕丿蹖 丌賳鈥屬囏� 亘賴 賯丿乇鬲 毓丕丿鬲鈥屸€屬囏й屰� 亘爻鬲诏蹖 丿丕乇丿 讴賴 丿乇 匕賴賳 賲禺丕胤亘丕賳 禺賵丿 賲蹖鈥屸€屫池ж操嗀�. 卮乇讴鬲鈥屸€屬囏� 亘乇丕蹖 丕蹖賳鈥屸€屭┵� 賲卮鬲乇蹖丕賳卮丕賳 乇丕 亘賴 禺賵丿 賵賮丕丿丕乇 賳诏賴鈥屫ж辟嗀� 賵 賲丨氐賵賱蹖 鬲賵賱蹖丿 讴賳賳丿 讴賴 賲丿丕賲 丕爻鬲賮丕丿賴 卮賵丿貙 賲卮鬲乇蹖丕賳 乇丕 賳亘丕蹖丿 賮賯胤 亘賴 丕爻鬲賮丕丿賴 丕夭 賲丨氐賵賱丕鬲 禺賵丿 鬲乇睾蹖亘 讴賳賳丿貨 亘賱讴賴 亘丕蹖丿 丌賳鈥屬囏� 乇丕 亘賴 禺賵丿 賵丕亘爻鬲賴 賳賲丕蹖賳丿.
賴乇趩賳丿 亘乇禺蹖 丕夭 卮乇讴鬲鈥屸€屬囏� 亘賴鈥屫ж糙� 賲鬲賵噩賴 丕賴賲蹖鬲 丕蹖賳 賲賵囟賵毓 卮丿賴鈥屫з嗀� 賵賱蹖 卮乇讴鬲鈥屬囏й屰� 賴爻鬲賳丿 讴賴 丕夭 丕蹖賳 乇丕賴讴丕乇 爻賵丿 讴賱丕賳蹖 丨丕氐賱 賵 丕乇夭卮 卮乇讴鬲 禺賵丿 乇丕 趩賳丿蹖賳 亘乇丕亘乇 讴乇丿賴鈥屫з嗀�. 卮乇讴鬲鈥屬囏й屰� 讴賴 丿乇 丕蹖賳 讴鬲丕亘 賳丕賲鈥屫ㄘ必� 卮丿賴鈥屫з嗀� 賲丨氐賵賱丕鬲 禺賵丿 乇丕 亘賴 賳丨賵蹖 胤乇丕丨蹖 讴乇丿賴鈥屸€屸€屫з嗀� 讴賴 丿乇 賲卮鬲乇蹖丕賳 丕蹖噩丕丿 毓丕丿鬲 讴乇丿賴鈥屸€� 賵 亘丕 丕蹖賳 乇賵卮 亘丕毓孬 卮丿賳丿 讴賴 賲卮鬲乇蹖丕賳 亘賴鈥屫蒂堌必� 賳丕禺賵丿丌诏丕賴 丕夭 賲丨氐賵賱丕鬲卮丕賳 丕爻鬲賮丕丿賴 讴賳賳丿.
203 pages
First published December 25, 2013
6,977 people are currently reading
120k people want to read
About the author
Nir Eyal
10听books31.2k听followersNir Eyal is the bestselling author of "Hooked: How to Build Habit-Forming Products" (a finalist for the 2014 欧宝娱乐 Choice Awards) and "Indistractable: How to Control Your Attention and Choose Your Life." (nominated for the 2019 欧宝娱乐 Choice Awards)
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 blogs regularly at NirAndFar.com
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 blogs regularly at NirAndFar.com
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Displaying 1 - 30 of 2,497 reviews
June 2, 2024
Update: I ended up publishing a longer version of this - with a discussion of the trend towards more addictive technology in the industry more broadly - in Huffington Post. It covers a lot of the same stuff in this review, but is likely a bit more polished:
----------------
I鈥檝e 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.
----------------
I鈥檝e 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.
March 22, 2017
Extremely valuable book for anyone building products designed to engage people frequently. Given that I think daily about how to make 欧宝娱乐 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鈥� 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鈥攅specially over a short period of time鈥攊ncreases 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.
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鈥� 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鈥攅specially over a short period of time鈥攊ncreases 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.
November 19, 2015
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 increased internet usage and indicators of depression. The author of the book presents this correlation with a much greater degree of certainty, he exaggerates the duration of the study, cites methodology that isn't found in the study, selects one possible hypothesis: depressed people use the internet more because it makes them feel better and runs with it, expanding this theory with lush examples of solace seeking Instagram users. The study itself only mentions that it notices an increased number of "chat octets" in the traffic analysis and one of the possible explanations is that depressive people are joining depression chat rooms in order to find relief (but they have no way of knowing).
I find this kind of mistreatment of research and scientific certainty repulsive.
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 increased internet usage and indicators of depression. The author of the book presents this correlation with a much greater degree of certainty, he exaggerates the duration of the study, cites methodology that isn't found in the study, selects one possible hypothesis: depressed people use the internet more because it makes them feel better and runs with it, expanding this theory with lush examples of solace seeking Instagram users. The study itself only mentions that it notices an increased number of "chat octets" in the traffic analysis and one of the possible explanations is that depressive people are joining depression chat rooms in order to find relief (but they have no way of knowing).
I find this kind of mistreatment of research and scientific certainty repulsive.
August 31, 2016
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!
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!
December 21, 2016
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 still very valuable (thus the 3 stars, perhaps closer to 3.5). Below I've provided an outline of my notes on the book so that those of us less inclined to read this can still learn the basics. I do still recommend reading the book for the useful examples and exercises at the end of the chapters (which you most definitely should do). I highly recommend reading the book with a specific product in mind that you would like to apply the lessons of Hooked to.
The basic idea behind Hooked is the Hook Model. The model consists of four parts:
-Trigger
-Action
-Variable Reward
-Investment
Quite simply, using a trigger should prompt a user to take an action that results in a variable reward, followed by further investment. This cycle should continue to repeat itself until the user becomes 'hooked'.
Trigger
The trigger is what makes a user turn to your product. If there isn't a trigger, then what will prompt the user to engage with your product? Nir Eyal explains that there are two types of triggers: external and internal triggers. While external triggers such as an app icon or an advertisement can be useful in getting a user to use your product, truly addictive products use internal triggers. An internal triggers is usually a feeling or emotion that prompts an action to resolve that feeling or emotion. It is easy to see the power of internal triggers. They are omnipresent and a constant part of our lives. Further, it is internal triggers that are the basis of true habit formation on a biological level. Nir Eyal explains:
There are numerous examples of this. People use snapchat and instagram to resolve their fear of missing out. People use reddit or facebook to resolve their boredom. Have you ever wondered how you just magically seemed to end up using one of these products? It's because it forms a subconscious habit linked with an emotion. So, when building your product make sure to find the internal trigger that you should have your product be associated with it. That is the first step.
Action
Now that you have the trigger, as soon as a user feels that 'itch' your product will pop into their head. But that alone is not enough. It is just as important to make sure that it is easy enough to 'scratch' that itch. The action to do that needs to be a simplistic as possible. After all, if habits are subconscious then it will have to be relatively simple. The book describes the following factors that should be taken into account:
It is important to focus on motivation and ability. Motivation is often in the form of resolving the emotion associated with the trigger. Ability is where there is much room for innovation. Consider companies like Blogger and Twitter. They made the action of writing significantly easier by reducing the steps necessary to resolve the trigger. This led to massive success. It is important that your action is as simple as possible.
Variable Reward
Now that the user has engaged with your product, it is important to reward them. All habits end with a reward. When you post a picture on instagram, the reward is likes from other people. When you complete your diary for the day on MyFitnessPal, the reward is a nice message telling you about how successful you've been. Even bad habits have 'rewards'. Cigarettes give you a nicotine high and alcohol can make it feel like your problems are solved (but of course not really). Thus, your product not only has to make it easy to scratch that itch... it must also relieve that itch, but that alone is not enough. The rewards need to be variable. Nir Eyal gives many examples and explanations, but the best is Skinner's Pigeon Experiment. In the experiment there are two groups. One is a group of pigeons that are in a cage where if they press a button they will be given some food pellets, but the amount of food dispensed is the same every time. The second group has the same setup, but is given a variable reward every time; sometimes there is more food and sometimes there is less. Skinner found that adding variability significantly increased the frequency of the pigeons pressing the button. Nir Eyal writes:
There are many products that inherently do this. For example, on facebook you never know if you'll find good content in the feed or how many likes your status will get. The same phenomenon happened with the early version of Zynga games. So for even stronger habits, a variable reward is necessary.
Investment
The final step of the Hooked Model is what differentiates it from the traditional Habit Loop (see ). In order to ensure that users come back to your product, it is important to ask the users to make an investment. By making an investment, users will yet another reason to come back to your product, instead of someone else's. There are many products out there that are better than facebook. But, by having users store their data on there and make friends and comment on other people's data it makes it difficult for users to leave. Nir Eyal explains that in studies user's value their own work 4x more than work of higher quality:
By having your user invest in your product, it makes repeat usage more likely.
The basic idea behind Hooked is the Hook Model. The model consists of four parts:
-Trigger
-Action
-Variable Reward
-Investment
Quite simply, using a trigger should prompt a user to take an action that results in a variable reward, followed by further investment. This cycle should continue to repeat itself until the user becomes 'hooked'.
Trigger
The trigger is what makes a user turn to your product. If there isn't a trigger, then what will prompt the user to engage with your product? Nir Eyal explains that there are two types of triggers: external and internal triggers. While external triggers such as an app icon or an advertisement can be useful in getting a user to use your product, truly addictive products use internal triggers. An internal triggers is usually a feeling or emotion that prompts an action to resolve that feeling or emotion. It is easy to see the power of internal triggers. They are omnipresent and a constant part of our lives. Further, it is internal triggers that are the basis of true habit formation on a biological level. Nir Eyal explains:
In the case of internal triggers, the information about what to do next is encoded as a learned association in the user's memory.
There are numerous examples of this. People use snapchat and instagram to resolve their fear of missing out. People use reddit or facebook to resolve their boredom. Have you ever wondered how you just magically seemed to end up using one of these products? It's because it forms a subconscious habit linked with an emotion. So, when building your product make sure to find the internal trigger that you should have your product be associated with it. That is the first step.
Action
Now that you have the trigger, as soon as a user feels that 'itch' your product will pop into their head. But that alone is not enough. It is just as important to make sure that it is easy enough to 'scratch' that itch. The action to do that needs to be a simplistic as possible. After all, if habits are subconscious then it will have to be relatively simple. The book describes the following factors that should be taken into account:
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 completed the desired action; and (3) a trigger must be present to activate the action
It is important to focus on motivation and ability. Motivation is often in the form of resolving the emotion associated with the trigger. Ability is where there is much room for innovation. Consider companies like Blogger and Twitter. They made the action of writing significantly easier by reducing the steps necessary to resolve the trigger. This led to massive success. It is important that your action is as simple as possible.
Variable Reward
Now that the user has engaged with your product, it is important to reward them. All habits end with a reward. When you post a picture on instagram, the reward is likes from other people. When you complete your diary for the day on MyFitnessPal, the reward is a nice message telling you about how successful you've been. Even bad habits have 'rewards'. Cigarettes give you a nicotine high and alcohol can make it feel like your problems are solved (but of course not really). Thus, your product not only has to make it easy to scratch that itch... it must also relieve that itch, but that alone is not enough. The rewards need to be variable. Nir Eyal gives many examples and explanations, but the best is Skinner's Pigeon Experiment. In the experiment there are two groups. One is a group of pigeons that are in a cage where if they press a button they will be given some food pellets, but the amount of food dispensed is the same every time. The second group has the same setup, but is given a variable reward every time; sometimes there is more food and sometimes there is less. Skinner found that adding variability significantly increased the frequency of the pigeons pressing the button. Nir Eyal writes:
Skinner's pigeons tell us a great deal about what helps drive our own behaviors. More recent experiments reveal that variability increases activity in the nucleus accumbens and spikes levels of neurotransmitter dopamine, driving our hungry search for rewards.
There are many products that inherently do this. For example, on facebook you never know if you'll find good content in the feed or how many likes your status will get. The same phenomenon happened with the early version of Zynga games. So for even stronger habits, a variable reward is necessary.
Investment
The final step of the Hooked Model is what differentiates it from the traditional Habit Loop (see ). In order to ensure that users come back to your product, it is important to ask the users to make an investment. By making an investment, users will yet another reason to come back to your product, instead of someone else's. There are many products out there that are better than facebook. But, by having users store their data on there and make friends and comment on other people's data it makes it difficult for users to leave. Nir Eyal explains that in studies user's value their own work 4x more than work of higher quality:
Those who invested labor associated greater value with their creations simply because they had worked on them. Ariely calls this the IKEA effect.
By having your user invest in your product, it makes repeat usage more likely.
June 26, 2024
Know that feeling when you can't stop scrolling through your social media feed, even though you promised yourself "just five more minutes" an hour ago? Part business strategy, part behavioral psychology, this book is a must-read for anyone interested in creating products that people can't put down.
馃搷 Nonfiction - Business, Marketing
馃搷 Product Design
馃搷 Consumer Psychology
馃搷 Technology / Digital Products
馃搷 Behavioral Economics
Unpacking the Hook Model
Eyal introduces his four-step "Hook Model," a recipe for addictive tech:
1. Trigger: What gets us to act, like a notification or emotion.
2. Action: What we do in response, like tapping an app icon.
3. Variable Reward: The juicy part that keeps us coming back, like a slot machine for your brain!
4. Investment: Where we put something into the product, making us more likely to use it again.
As I read through Eyal's explanations, I couldn't help but think about all the apps on my phone. How many of them follow this model? (a lot!)
The Good, The Bad, and The Addictive
I appreciate that Eyal acknowledges the potential for misuse and encourages readers to consider whether their products genuinely improve users' lives. It's refreshing in a world where "engagement at all costs" often seems the norm.
The Power of Variable Rewards
One fascinating insight is how the anticipation of a variable reward drives user engagement even more than the reward itself. This made me reflect on my own relationship with technology and inspired me to be more mindful of my digital habits.
Style and Substance
Eyal's clear, accessible writing makes complex psychological concepts easy to digest. Real-world examples helped me connect theory and practice, leading to several "aha!" moments as I recognized the Hook Model at work in my favorite apps and services.
Conclusion
"Hooked" is a fascinating exploration of the psychology behind the products that shape our lives. Whether you're an entrepreneur looking to create the next big thing or simply a curious consumer, this book will change the way you think about the products you use every day. If you're interested in psychology, technology, and business, give it a read 鈥� but be warned: you might find yourself hooked 馃槢
馃搷 Nonfiction - Business, Marketing
馃搷 Product Design
馃搷 Consumer Psychology
馃搷 Technology / Digital Products
馃搷 Behavioral Economics
Unpacking the Hook Model
Eyal introduces his four-step "Hook Model," a recipe for addictive tech:
1. Trigger: What gets us to act, like a notification or emotion.
2. Action: What we do in response, like tapping an app icon.
3. Variable Reward: The juicy part that keeps us coming back, like a slot machine for your brain!
4. Investment: Where we put something into the product, making us more likely to use it again.
As I read through Eyal's explanations, I couldn't help but think about all the apps on my phone. How many of them follow this model? (a lot!)
The Good, The Bad, and The Addictive
I appreciate that Eyal acknowledges the potential for misuse and encourages readers to consider whether their products genuinely improve users' lives. It's refreshing in a world where "engagement at all costs" often seems the norm.
The Power of Variable Rewards
One fascinating insight is how the anticipation of a variable reward drives user engagement even more than the reward itself. This made me reflect on my own relationship with technology and inspired me to be more mindful of my digital habits.
Style and Substance
Eyal's clear, accessible writing makes complex psychological concepts easy to digest. Real-world examples helped me connect theory and practice, leading to several "aha!" moments as I recognized the Hook Model at work in my favorite apps and services.
Conclusion
"Hooked" is a fascinating exploration of the psychology behind the products that shape our lives. Whether you're an entrepreneur looking to create the next big thing or simply a curious consumer, this book will change the way you think about the products you use every day. If you're interested in psychology, technology, and business, give it a read 鈥� but be warned: you might find yourself hooked 馃槢
December 10, 2018
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 recently read about psychology of relationships. Pretty cool parallels.
I didn't pick up much new info from it because I'm not new to the topic, but I don't see any reasons to give it less than 5 stars.
P.S. Also, it explains why I'm HOOKED ON GOODREADS
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 recently read about psychology of relationships. Pretty cool parallels.
I didn't pick up much new info from it because I'm not new to the topic, but I don't see any reasons to give it less than 5 stars.
P.S. Also, it explains why I'm HOOKED ON GOODREADS
March 24, 2022
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鄢. 倬丕丿丕卮 賲鬲賳賵毓
鄞. 爻乇賲丕蹖賴鈥屭柏ж臂� (夭賲丕賳蹖貙 賲丕賱蹖 賵 ...)
賲丨乇讴鈥屬囏� 賲丕 乇丕 亘賴 爻賵蹖 丕賳噩丕賲 讴丕乇蹖 爻賵賯 賲蹖鈥屫囐嗀� 趩賴 丕夭 丌賳鈥屬囏� 丌诏丕賴 亘丕卮蹖賲 蹖丕 賳賴. 賲孬賱丕賸 爻丕蹖鬲 诏賵丿乇蹖丿夭 乇丕 丿乇 賳馗乇 亘诏蹖乇蹖丿貙 亘賴 卮賲丕 賲蹖鈥屭堐屫� 讴賴 鬲丕 丕賱丕賳 趩賳丿 讴鬲丕亘 禺賵丕賳丿蹖丿 賵 賳爻亘鬲 亘賴 賴丿賮 诏匕丕乇蹖 爻丕賱 趩賯丿乇 毓賯亘鈥屫� 賴爻鬲蹖丿. 丕蹖賳 蹖讴 賲丨乇讴 丕爻鬲! 丿乇 賳鬲蹖噩賴 卮賲丕 丕賯丿丕賲 亘賴 禺賵丕賳丿賳 讴鬲丕亘 賲蹖鈥屭┵嗃屫�. 爻倬爻 賳賵亘鬲 亘賴 倬丕丿丕卮 賲蹖鈥屫必池�. 丿賵亘丕乇賴 賴賲蹖賳 诏賵丿乇蹖丿夭 乇丕 丿乇 賳馗乇 亘诏蹖乇蹖丿. 丿乇 氐賵乇鬲 禺賵丕賳丿賳 讴鬲丕亘貙 賲蹖鈥屫堌з嗃屫� 丌賳 乇丕 亘丕 丿賵爻鬲丕賳 禺賵丿 亘賴 丕卮鬲乇丕讴 亘诏匕丕乇蹖丿. 亘丕 亘賴 丕卮鬲乇丕讴 诏匕丕卮鬲賳 丌賳 蹖讴 丨爻 禺賵亘 丿乇蹖丕賮鬲 賲蹖鈥屭┵嗃屫�. 賲乇丨賱賴 丌禺乇 爻乇賲丕蹖賴鈥屭柏ж臂� 丕爻鬲. 蹖讴 丌夭賲丕蹖卮 噩丕賱亘蹖 倬跇賵賴卮诏乇丕賳 丕賳噩丕賲 丿丕丿賴鈥屫з嗀�. 丕賮乇丕丿 乇丕 亘賴 氐賵乇鬲 鬲氐丕丿賮蹖 亘賴 爻賴 诏乇賵賴 鬲賯爻蹖賲 讴乇丿賳丿 賵 丕夭 丌賳鈥屬囏� 禺賵丕爻鬲賳丿 讴賴 蹖讴 爻乇蹖 讴丕乇丿爻鬲蹖 乇丕 賯蹖賲鬲鈥屭柏ж臂� 讴賳賳丿. 亘丕 丕蹖賳 鬲賮丕賵鬲 讴賴 诏乇賵賴 丿賵賲 亘丕蹖丿 讴丕乇丿爻鬲蹖鈥屬囏� 乇丕 禺賵丿卮丕賳 賲蹖鈥屫池ж嗀� 賵 亘賴 诏乇賵賴 爻賵賲 诏賮鬲賴 卮丿賴 亘賵丿 讴賴 讴丕乇丿爻鬲蹖鈥屬囏� 乇丕 丕賮乇丕丿 禺亘乇賴 爻丕禺鬲賳丿. 賳鬲蹖噩賴責 诏乇賵賴蹖 讴賴 讴丕乇丿爻鬲蹖鈥屬囏� 乇丕 禺賵丿卮 爻丕禺鬲賴 亘賵丿 倬賳噩 亘乇丕亘乇 诏乇賵賴 丕賵賱 賯蹖賲鬲鈥屭柏ж臂� 讴乇丿賴 亘賵丿賳丿 賵 丕蹖賳 賯蹖賲鬲 丨丿賵丿丕賸 亘丕 賯蹖賲鬲 诏乇賵賴 爻賵賲 讴賴 賲乇亘賵胤 亘賴 讴丕乇丿爻鬲蹖鈥屬囏й� 丕賮乇丕丿 禺亘乇賴 亘賵丿貙 亘乇丕亘乇 亘賵丿.
亘乇丕蹖 丕蹖賳 讴賴 丕賮乇丕丿 乇丕 賲毓鬲丕丿 亘賴 蹖讴 賲丨氐賵賱 讴賳蹖丿 鬲賳賴丕 爻賴 賲乇丨賱賴 亘丕賱丕 讴丕賮蹖 賳蹖爻鬲貙 亘賱讴賴 讴丕乇亘乇 亘丕蹖丿 爻乇賲丕蹖賴鈥屭柏ж臂� (趩賴 夭賲丕賳蹖貙 趩賴 賲丕賱蹖) 賳蹖夭 丕賳噩丕賲 丿賴丿. 丿賵亘丕乇賴 賴賲蹖賳 爻丕蹖鬲 诏賵丿乇蹖丿夭 乇丕 丿乇 賳馗乇 亘诏蹖乇蹖丿. 丕賮乇丕丿 亘丕 賳賵卮鬲賳 賲乇賵乇 乇賵蹖 讴鬲丕亘鈥屬囏� 丿乇 丨丕賱 爻乇賲丕蹖賴鈥屭柏ж臂� 夭賲丕賳蹖 賴爻鬲賳丿. 賴乇 趩賯丿乇 蹖讴 賮乇丿 亘蹖卮鬲乇 賲乇賵乇 亘賳賵蹖爻丿貙 亘賴 丕蹖賳 爻丕蹖鬲 亘蹖卮鬲乇 賵丕亘爻鬲賴 賲蹖鈥屫促堌�. 丨丕賱丕 讴丕賮蹖 丕爻鬲 丕蹖賳 趩乇禺賴 趩賴丕乇 賲乇丨賱賴鈥屫й� 亘丕乇賴丕 賵 亘丕乇賴丕 鬲讴乇丕乇 卮賵丿 鬲丕 卮賲丕 賲毓鬲丕丿 亘賴 賲丨氐賵賱 卮乇讴鬲 卮賵蹖丿.
August 29, 2022
丿乇 丕爻賲 讴鬲丕亘 丕賵賲丿賴: 趩诏賵賳賴 賲丨氐賵賱蹖 亘爻丕夭蹖賲 讴賴 賲禺丕胤亘 乇丕 卮亘丕賳賴 乇賵夭 丿乇诏蹖乇 讴賳丿!
賵 禺蹖賱蹖 丕夭 毓賵丕賲賱蹖 讴賴 賲丕乇賵 丿乇诏蹖乇 丕毓鬲蹖丕丿 卮亘讴賴 賴丕蹖 丕噩鬲賲丕毓蹖 讴乇丿賴 賴賲蹖賳 丿賱蹖賱 賴丕蹖蹖 賴爻鬲賳丿 讴賴 丿乇 讴鬲丕亘 丕夭 丕賵賳賴丕 賳丕賲 亘乇丿賴 卮丿賴!
賵 禺蹖賱蹖 丕夭 毓賵丕賲賱蹖 讴賴 賲丕乇賵 丿乇诏蹖乇 丕毓鬲蹖丕丿 卮亘讴賴 賴丕蹖 丕噩鬲賲丕毓蹖 讴乇丿賴 賴賲蹖賳 丿賱蹖賱 賴丕蹖蹖 賴爻鬲賳丿 讴賴 丿乇 讴鬲丕亘 丕夭 丕賵賳賴丕 賳丕賲 亘乇丿賴 卮丿賴!
December 18, 2013
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.
December 16, 2014
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 better already.
Having gotten that out of the way, the Hook model described in the book is very useful. Hooking a user has four elements:
1. Trigger: What is the itch that the user needs to scratch
2. Action: What is she going to do next?
3. Variable reward: What is she going to get for it? Is she satisfied yet wanting more?
4. Investment: The more work and time the user invests, the more she will keep coming back to it.
There is a lot more in this book about different types of triggers, variable rewards and investments. The book also has some useful nuggets about product testing or habit testing. Above all, the most important part of the book is the sections that ask you to evaluate the products you are building now. That somehow drove home the message far more effectively than anything else in the book. Perhaps that's just my learning style - learn by doing.
There are a number of jobs/roles in which I could have used the lessons from this book. Overall, 4 stars for how much this book is going to help me hone products and technology over time.
Having gotten that out of the way, the Hook model described in the book is very useful. Hooking a user has four elements:
1. Trigger: What is the itch that the user needs to scratch
2. Action: What is she going to do next?
3. Variable reward: What is she going to get for it? Is she satisfied yet wanting more?
4. Investment: The more work and time the user invests, the more she will keep coming back to it.
There is a lot more in this book about different types of triggers, variable rewards and investments. The book also has some useful nuggets about product testing or habit testing. Above all, the most important part of the book is the sections that ask you to evaluate the products you are building now. That somehow drove home the message far more effectively than anything else in the book. Perhaps that's just my learning style - learn by doing.
There are a number of jobs/roles in which I could have used the lessons from this book. Overall, 4 stars for how much this book is going to help me hone products and technology over time.
January 1, 2014
(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 written. Coherent, presented clearly and actionable. Also makes me want to read some more books. :)
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 written. Coherent, presented clearly and actionable. Also makes me want to read some more books. :)
July 26, 2016
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.
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.
January 6, 2014
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 stories/examples in between some of the familiar ones.
I particularly loved all of the psychology behind habits. Hooked introduced me to the concept of reactance (in the psychology sense). Pretty powerful stuff. Overall, this was fascinating content which is making me think about each of the apps on my iPhone/iPad and how they've either hooked me 鈥� or haven't.
I particularly loved all of the psychology behind habits. Hooked introduced me to the concept of reactance (in the psychology sense). Pretty powerful stuff. Overall, this was fascinating content which is making me think about each of the apps on my iPhone/iPad and how they've either hooked me 鈥� or haven't.
June 12, 2019
Ghi ch茅p 膽峄� nh峄�.
1. V矛 sao th贸i quen quan tr峄峮g?
- M峄檛 s岷 ph岷﹎ ch峄� th脿nh c么ng khi n贸 tr峄� th脿nh th贸i quen c峄 kh谩ch h脿ng. VD: Mu峄憂 ch峄 h矛nh th矛 d霉ng Instagram. Mu峄憂 t矛m ph貌ng du l峄媍h th矛 Airbnb.
- 膼峄� t岷 ra th贸i quen th矛 kh谩ch h脿ng ph岷 d霉ng s岷 ph岷﹎ 膽峄� nhi峄乽.
2. M么 h矛nh Hook
- Trigger
- Action
- Variable rewards
- Investment
3. Manipulation Matrix
- Facilitator: T岷 ra s岷 ph岷﹎ c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh c贸 d霉ng.
- Peddler: T岷 ra s岷 ph岷﹎ c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh kh么ng d霉ng.
- Entertainer: T岷 ra s岷 ph岷﹎ kh么ng c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh c贸 d霉ng.
- Dealer: T岷 ra s岷 ph岷﹎ kh么ng c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh kh么ng d霉ng.
1. V矛 sao th贸i quen quan tr峄峮g?
- M峄檛 s岷 ph岷﹎ ch峄� th脿nh c么ng khi n贸 tr峄� th脿nh th贸i quen c峄 kh谩ch h脿ng. VD: Mu峄憂 ch峄 h矛nh th矛 d霉ng Instagram. Mu峄憂 t矛m ph貌ng du l峄媍h th矛 Airbnb.
- 膼峄� t岷 ra th贸i quen th矛 kh谩ch h脿ng ph岷 d霉ng s岷 ph岷﹎ 膽峄� nhi峄乽.
2. M么 h矛nh Hook
- Trigger
- Action
- Variable rewards
- Investment
3. Manipulation Matrix
- Facilitator: T岷 ra s岷 ph岷﹎ c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh c贸 d霉ng.
- Peddler: T岷 ra s岷 ph岷﹎ c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh kh么ng d霉ng.
- Entertainer: T岷 ra s岷 ph岷﹎ kh么ng c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh c贸 d霉ng.
- Dealer: T岷 ra s岷 ph岷﹎ kh么ng c贸 铆ch cho cu峄檆 s峄憂g c峄 ng瓢峄漣 kh谩c + b岷 th芒n m矛nh kh么ng d霉ng.
October 11, 2015
Would've given it 1 star, but since it got me to actually download the Bible App to see why 欧宝娱乐 is constantly #8 to its #7, I threw it an extra star.
August 20, 2018
Yep, one way or another, we are all gonna get hooked.
June 27, 2020
When I was furiously networking in the summer of 2017, a chance encounter lead to a conversation on books and I heard my quarry say - "I don't read business books that are less than 10 years old". I remember coming away from that exchange thinking - Waw! What a tool! However, this book has now made me see the wisdom in that offhand comment.
Hooked is roundly recommended by every product person and builder of any repute in tech. Either these simple haven't read the book or they are just plain stupid. Nir Eyal's seductively titled book offers to pull the veil behind the success of companies like Facebook, Paypal, Airbnb, and other billion-dollar behemoths that has anyone who has ever successfully gotten "Hello World" to be executed in C++, frothing at the mouth.
The book is a post-facto look at these companies and how they "created" virality. It offers the promise that you too can use these frameworks to create the next viral product. This is the problem. When Zuck designed Facebook or Facemash, he wasn't thinking about how to use the Endowment Effect to increase value or studying Behavioral Econ to codify how he could incorporate variable rewards in the form of likes and comments to keep people coming back to the platform. Simply, people who build viral products were not using a framework. So, this reduction of virality and stickiness to a few factors is absurd at best and asinine at worst.
Here is my attempt at using the "Hooked" framework to analyze a habit-forming product - toothpaste. If you keenly observe, the internal trigger for someone to use a toothpaste is not to have bad breath so that they can signal to potential mates of their preferred genders of their genetic robustness. On understanding, this crucial insight, toothpaste companies can create a product. They should be careful that it isn't a product that you use once and it solves your problem. You must keep the user coming back to it at a determined frequency, say once every morning after they wake up. This variable reward compared with the internal trigger will cause virality and make your toothpaste viral (and also your competition which reduces your product to becoming a commodity but let's not think about that for now). Now, use this framework in the productivity app you are building to get everyone in the world "hooked" to your product. Thanks for coming to my Ted talk! *If you work in product, you should be furiously applauding right now*
I want to revisit the early maxim I was introduced to - Don't read any business book that is less than 10 years old. This book simply packages what was old into new with jargon. Clay Christensen's Job-To-Be-Done and Ted Levitt's - "People want quarter-inch holes, not drills maxim" is timeless for a reason. Those ideas were developed through unbiased common sense and articulated through simple language and far more importantly, have been successfully reproduced over and over again. The same cannot be said for ideas expressed in Hooked. This book is a fine example of a misguided blog post that became a book because snake-oil sells well during a gold rush. When no one knows what they are doing, the arcane becomes interesting.
If you are considering reading this, look for an article on Clay Christen's JBTD and read Ted Levitt's Marketing Myopia essay. Once you finish them, try to summarize what they are saying. Yes, I am saying, read a little to educate yourself and maybe, just maybe, think for yourself. If you are going to be building a billion-dollar product, you may seek all the advice you want but you are going to have to think for yourself and make decisions based on your convictions and be able to explain them so that others can understand.
Be wary of anyone who tries to sell you a secret. Listen with an open mind and evaluate the "secret" on its merits. As Naval Ravikanth said on Joe Rogan - There are no new ideas. All new ideas are old ideas and someone has probably already said it better. I hate that this book has made me agree with Naval Ravikanth who I find to be insufferable. But I assume that is perhaps growth, you don't have to like the person to think their idea has merit. I don't like Hooked, perhaps Nir Eyal is a good product person.
Hooked is roundly recommended by every product person and builder of any repute in tech. Either these simple haven't read the book or they are just plain stupid. Nir Eyal's seductively titled book offers to pull the veil behind the success of companies like Facebook, Paypal, Airbnb, and other billion-dollar behemoths that has anyone who has ever successfully gotten "Hello World" to be executed in C++, frothing at the mouth.
The book is a post-facto look at these companies and how they "created" virality. It offers the promise that you too can use these frameworks to create the next viral product. This is the problem. When Zuck designed Facebook or Facemash, he wasn't thinking about how to use the Endowment Effect to increase value or studying Behavioral Econ to codify how he could incorporate variable rewards in the form of likes and comments to keep people coming back to the platform. Simply, people who build viral products were not using a framework. So, this reduction of virality and stickiness to a few factors is absurd at best and asinine at worst.
Here is my attempt at using the "Hooked" framework to analyze a habit-forming product - toothpaste. If you keenly observe, the internal trigger for someone to use a toothpaste is not to have bad breath so that they can signal to potential mates of their preferred genders of their genetic robustness. On understanding, this crucial insight, toothpaste companies can create a product. They should be careful that it isn't a product that you use once and it solves your problem. You must keep the user coming back to it at a determined frequency, say once every morning after they wake up. This variable reward compared with the internal trigger will cause virality and make your toothpaste viral (and also your competition which reduces your product to becoming a commodity but let's not think about that for now). Now, use this framework in the productivity app you are building to get everyone in the world "hooked" to your product. Thanks for coming to my Ted talk! *If you work in product, you should be furiously applauding right now*
I want to revisit the early maxim I was introduced to - Don't read any business book that is less than 10 years old. This book simply packages what was old into new with jargon. Clay Christensen's Job-To-Be-Done and Ted Levitt's - "People want quarter-inch holes, not drills maxim" is timeless for a reason. Those ideas were developed through unbiased common sense and articulated through simple language and far more importantly, have been successfully reproduced over and over again. The same cannot be said for ideas expressed in Hooked. This book is a fine example of a misguided blog post that became a book because snake-oil sells well during a gold rush. When no one knows what they are doing, the arcane becomes interesting.
If you are considering reading this, look for an article on Clay Christen's JBTD and read Ted Levitt's Marketing Myopia essay. Once you finish them, try to summarize what they are saying. Yes, I am saying, read a little to educate yourself and maybe, just maybe, think for yourself. If you are going to be building a billion-dollar product, you may seek all the advice you want but you are going to have to think for yourself and make decisions based on your convictions and be able to explain them so that others can understand.
Be wary of anyone who tries to sell you a secret. Listen with an open mind and evaluate the "secret" on its merits. As Naval Ravikanth said on Joe Rogan - There are no new ideas. All new ideas are old ideas and someone has probably already said it better. I hate that this book has made me agree with Naval Ravikanth who I find to be insufferable. But I assume that is perhaps growth, you don't have to like the person to think their idea has merit. I don't like Hooked, perhaps Nir Eyal is a good product person.
December 4, 2017
讴鬲丕亘蹖 毓丕賱蹖 亘乇丕蹖 胤乇丕丨賴丕蹖 賲丨氐賵賱貙 胤乇丕丨鈥屬囏й� 鬲噩乇亘賴 讴丕乇亘乇蹖 賵 賴乇 讴爻蹖 讴賴 亘賴 賮讴乇 胤乇丕丨蹖 賲丨氐賵賱蹖 賮賵賯鈥屫з勜关ж� 爻鬲 .
賲丿賱蹖 爻丕丿賴 亘賴 丕爻賲 賴賵讴 乇賵 賲毓乇賮蹖 賲蹖讴賳賴 讴賴 鬲賲丕賲 賴丿賮卮 丕蹖噩丕丿 賮乇丕蹖賳丿蹖 賴爻鬲 讴賴 丿乇 賳賴丕蹖鬲 讴丕乇亘乇 亘賴 蹖讴 賲丨氐賵賱 亘丕 丕蹖噩丕丿 乇賮鬲丕乇蹖 鬲讴乇丕乇 倬匕蹖乇 讴賴 亘賴 丕爻賲 毓丕丿鬲 诏賮鬲賴 賲蹖卮賴 鬲賵蹖 讴鬲丕亘貙 亘賴 丿賳亘丕賱 乇卮丿 讴爻亘鈥屬堏┴ж� 賴爻鬲.
丿賵 亘禺卮 丕夭蹖賳 讴鬲丕亘 亘乇丕蹖 賲賳 禺蹖賱蹖 噩丕賱亘 亘賵丿.
蹖讴) 丕蹖賳讴賴 丿乇賳賴丕蹖鬲 亘丕 讴賱蹖 氐丨亘鬲 鬲卅賵乇蹖 賵 丌賵乇丿賳 賲亘丕丨孬 賮讴乇蹖 賵 賲孬丕賱鈥屬囏й� 讴賴 亘丕 亘丕夭 鬲毓乇蹖賮卮 賲賱賲賵孬賴貙乇 乇爻蹖丿 亘賴 賲乇丨賱賴鈥屫й屰� 讴賴 賲鬲乇蹖讴 丕乇丕蹖賴 丿丕丿 賵 賲蹖卮丿 丿乇 賳賴丕蹖鬲 蹖讴 讴丕乇 讴蹖賮蹖 乇賵 亘賴 讴賲蹖 鬲亘丿蹖賱 讴乇丿. 蹖毓賳蹖 毓丿丿 賵 乇賯賲 賵 丌賲丕乇. 趩蹖夭蹖 讴賴 鬲賵蹖 讴爻亘 賵 讴丕乇 賲蹖鬲賵賳賴 乇丕丨鬲乇 賲賵噩亘 鬲氐賲蹖賲 诏蹖乇蹖 亘卮賴.
丿賵) 鬲賵蹖 亘禺卮 賳賴丕蹖蹖 讴鬲丕亘貙 亘丕 賵噩賵丿 丕蹖賳讴賴 亘丨孬 賲乇亘賵胤 亘賴 讴爻亘 賵 讴丕乇 賵 丕蹖噩丕丿 爻賵丿 賵 丿乇丌賲丿 亘蹖卮鬲乇 賴爻鬲貙 亘禺卮蹖 乇賵 亘賴 丕蹖賳 賲賵囟賵毓 倬乇丿丕禺鬲賴 讴賴 丕蹖噩丕丿 毓丕丿鬲 鬲賵蹖 讴丕乇亘乇 賴賲蹖卮賴 讴丕乇蹖 丕禺賱丕賯蹖 賳蹖爻鬲 賵 亘丕蹖丿 丨賵丕爻鬲賵賳 亘丕卮賴 讴賴 丕蹖賳 毓丕丿鬲 賲賳噩乇亘賴 亘賴鬲乇 卮丿賳 夭賳丿诏蹖 讴丕乇亘乇 賳賴丕蹖蹖 亘卮賴 賵 丕賵賳 賲卮鬲乇蹖 鬲亘丿蹖賱 賳卮賴 亘賴 賲丕卮蹖賳 倬賵賱鈥屫池ж槽� 亘乇丕蹖 卮賲丕.
丨鬲賲丕 鬲賵囟蹖賴 賲蹖讴賳賲 丕诏乇 鬲賵蹖 賲乇丨賱賴鈥屫й屰� 賴爻鬲蹖丿 讴賴 賲蹖禺賵丕蹖丿 乇賵蹖 賲丨氐賵賱鬲賵賳 亘賴 賴乇 丿賱蹖賱 亘丕夭賳诏乇蹖 讴賳蹖丿 賵 蹖丕 丕蹖丿賴鈥屫й屰� 鬲賵蹖 匕賴賳鬲賵賳 賴爻鬲 讴賴 亘賴 賮讴乇 倬蹖丕丿賴鈥屫池ж槽屫� 賴爻鬲蹖丿貙 賯亘賱卮 丕蹖賳 讴鬲丕亘 乇賵 亘禺賵賳蹖丿 賵 蹖丕 賱丕丕賯賱 亘丕 賲鬲丿 賴賵讴 丌卮賳丕 亘卮蹖丿. 賮賯胤 讴丕賮蹖賴 鬲賵 蹖賵鬲賵亘 爻乇趩 讴賳蹖丿. 讴賱蹖 爻禺賳乇丕賳蹖 賵 賵賱丕诏 亘丕丨丕賱 丕夭 禺賵丿 賳賵蹖爻賳丿賴 賵 丿蹖诏乇丕賳 丿乇亘丕乇卮 賴爻鬲.
丕蹖賳 讴鬲丕亘 乇賵 鬲賵蹖 胤賵賱丕賳蹖 賲丿鬲 賳禺賵賳蹖丿貙 賵賱蹖 趩賳丿蹖賳 亘丕乇 亘丕 爻乇毓鬲 夭蹖丕丿 亘禺賵賳蹖丿 讴賴 賲賮丕賴蹖賲卮 亘賴鬲乇 噩丕 亘蹖賵賮鬲賴. 賴乇趩賯丿乇 賴賲 賲賵賯毓 禺賵賳丿賳 鬲賲乇讴夭 亘蹖卮鬲乇蹖 乇賵卮 亘丕卮賴 讴賴 亘賴鬲乇.
賲丿賱蹖 爻丕丿賴 亘賴 丕爻賲 賴賵讴 乇賵 賲毓乇賮蹖 賲蹖讴賳賴 讴賴 鬲賲丕賲 賴丿賮卮 丕蹖噩丕丿 賮乇丕蹖賳丿蹖 賴爻鬲 讴賴 丿乇 賳賴丕蹖鬲 讴丕乇亘乇 亘賴 蹖讴 賲丨氐賵賱 亘丕 丕蹖噩丕丿 乇賮鬲丕乇蹖 鬲讴乇丕乇 倬匕蹖乇 讴賴 亘賴 丕爻賲 毓丕丿鬲 诏賮鬲賴 賲蹖卮賴 鬲賵蹖 讴鬲丕亘貙 亘賴 丿賳亘丕賱 乇卮丿 讴爻亘鈥屬堏┴ж� 賴爻鬲.
丿賵 亘禺卮 丕夭蹖賳 讴鬲丕亘 亘乇丕蹖 賲賳 禺蹖賱蹖 噩丕賱亘 亘賵丿.
蹖讴) 丕蹖賳讴賴 丿乇賳賴丕蹖鬲 亘丕 讴賱蹖 氐丨亘鬲 鬲卅賵乇蹖 賵 丌賵乇丿賳 賲亘丕丨孬 賮讴乇蹖 賵 賲孬丕賱鈥屬囏й� 讴賴 亘丕 亘丕夭 鬲毓乇蹖賮卮 賲賱賲賵孬賴貙乇 乇爻蹖丿 亘賴 賲乇丨賱賴鈥屫й屰� 讴賴 賲鬲乇蹖讴 丕乇丕蹖賴 丿丕丿 賵 賲蹖卮丿 丿乇 賳賴丕蹖鬲 蹖讴 讴丕乇 讴蹖賮蹖 乇賵 亘賴 讴賲蹖 鬲亘丿蹖賱 讴乇丿. 蹖毓賳蹖 毓丿丿 賵 乇賯賲 賵 丌賲丕乇. 趩蹖夭蹖 讴賴 鬲賵蹖 讴爻亘 賵 讴丕乇 賲蹖鬲賵賳賴 乇丕丨鬲乇 賲賵噩亘 鬲氐賲蹖賲 诏蹖乇蹖 亘卮賴.
丿賵) 鬲賵蹖 亘禺卮 賳賴丕蹖蹖 讴鬲丕亘貙 亘丕 賵噩賵丿 丕蹖賳讴賴 亘丨孬 賲乇亘賵胤 亘賴 讴爻亘 賵 讴丕乇 賵 丕蹖噩丕丿 爻賵丿 賵 丿乇丌賲丿 亘蹖卮鬲乇 賴爻鬲貙 亘禺卮蹖 乇賵 亘賴 丕蹖賳 賲賵囟賵毓 倬乇丿丕禺鬲賴 讴賴 丕蹖噩丕丿 毓丕丿鬲 鬲賵蹖 讴丕乇亘乇 賴賲蹖卮賴 讴丕乇蹖 丕禺賱丕賯蹖 賳蹖爻鬲 賵 亘丕蹖丿 丨賵丕爻鬲賵賳 亘丕卮賴 讴賴 丕蹖賳 毓丕丿鬲 賲賳噩乇亘賴 亘賴鬲乇 卮丿賳 夭賳丿诏蹖 讴丕乇亘乇 賳賴丕蹖蹖 亘卮賴 賵 丕賵賳 賲卮鬲乇蹖 鬲亘丿蹖賱 賳卮賴 亘賴 賲丕卮蹖賳 倬賵賱鈥屫池ж槽� 亘乇丕蹖 卮賲丕.
丨鬲賲丕 鬲賵囟蹖賴 賲蹖讴賳賲 丕诏乇 鬲賵蹖 賲乇丨賱賴鈥屫й屰� 賴爻鬲蹖丿 讴賴 賲蹖禺賵丕蹖丿 乇賵蹖 賲丨氐賵賱鬲賵賳 亘賴 賴乇 丿賱蹖賱 亘丕夭賳诏乇蹖 讴賳蹖丿 賵 蹖丕 丕蹖丿賴鈥屫й屰� 鬲賵蹖 匕賴賳鬲賵賳 賴爻鬲 讴賴 亘賴 賮讴乇 倬蹖丕丿賴鈥屫池ж槽屫� 賴爻鬲蹖丿貙 賯亘賱卮 丕蹖賳 讴鬲丕亘 乇賵 亘禺賵賳蹖丿 賵 蹖丕 賱丕丕賯賱 亘丕 賲鬲丿 賴賵讴 丌卮賳丕 亘卮蹖丿. 賮賯胤 讴丕賮蹖賴 鬲賵 蹖賵鬲賵亘 爻乇趩 讴賳蹖丿. 讴賱蹖 爻禺賳乇丕賳蹖 賵 賵賱丕诏 亘丕丨丕賱 丕夭 禺賵丿 賳賵蹖爻賳丿賴 賵 丿蹖诏乇丕賳 丿乇亘丕乇卮 賴爻鬲.
丕蹖賳 讴鬲丕亘 乇賵 鬲賵蹖 胤賵賱丕賳蹖 賲丿鬲 賳禺賵賳蹖丿貙 賵賱蹖 趩賳丿蹖賳 亘丕乇 亘丕 爻乇毓鬲 夭蹖丕丿 亘禺賵賳蹖丿 讴賴 賲賮丕賴蹖賲卮 亘賴鬲乇 噩丕 亘蹖賵賮鬲賴. 賴乇趩賯丿乇 賴賲 賲賵賯毓 禺賵賳丿賳 鬲賲乇讴夭 亘蹖卮鬲乇蹖 乇賵卮 亘丕卮賴 讴賴 亘賴鬲乇.
August 20, 2016
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 reading this book and then seeing patterns emerge every day in the products you use (and applying that knowledge in products you build). At a minimum, the introduction and first few chapters do a fantastic job introducing the "framework" for how to think about products.
Knowledge isn't very useful without application though -- after reading this book, I recommend trying some habit-forming products to see technique in practice. Some apps that do this particularly well are , and (I find that health/fitness/edtech/behavior change applications make a very conscious effort to put use these techniques for Good).
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 reading this book and then seeing patterns emerge every day in the products you use (and applying that knowledge in products you build). At a minimum, the introduction and first few chapters do a fantastic job introducing the "framework" for how to think about products.
Knowledge isn't very useful without application though -- after reading this book, I recommend trying some habit-forming products to see technique in practice. Some apps that do this particularly well are , and (I find that health/fitness/edtech/behavior change applications make a very conscious effort to put use these techniques for Good).
December 20, 2016
As a product designer, this book is a perfect introduction to behavioral product psychology. It鈥檚 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鈥檚 a quick read, with the feel of an extended blog post (my only criticism, really).
After completing Hooked, I emailed Nir to thank him for his wise words. He was gracious enough to respond and invite me to his conference this upcoming April. How cool is that? Props to authors who don鈥檛 sit on untouchable thrones above their readers.
After completing Hooked, I emailed Nir to thank him for his wise words. He was gracious enough to respond and invite me to his conference this upcoming April. How cool is that? Props to authors who don鈥檛 sit on untouchable thrones above their readers.
December 29, 2013
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.
October 22, 2015
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.
April 2, 2021
A book written by an alien who pretends to be an app creator. The advice in the book is sound, even if self-evident in a lot of cases. But the tone and the cheerful, bubbly voice the author uses to talk about hooking people on digital apps is creepy.
When the author talks about apps and digital marketing, he almost passes for homo sapiens. But then he starts giving examples from other areas and the mask slips off. He says that people loved watching Breaking Bad because the show provided variable rewards for its viewers (twists, turns, and resolutions of plotlines). And that watching Breaking Bad again wouldn't be as fun because now you would know the plot and therefore wouldn't receive variable rewards. The man is an alien. He misses the point of why people watch and rewatch their favorite TV shows and movies. The characters, the themes, the artistry on the screen, the emotional connection to a creator, it's not just the plot, a connection to a piece of art can be deep, profound, and multilayered.
Don't they have TV shows on Mars?
The author explains that hooking users to use habit-forming apps should be used to benefit them. He gives some lip service to potential dangers. But he's mostly happy to presume that readers will be inspired to use the knowledge he provides for the good.
Instead of delving deeper into the catastrophic consequences habit-forming apps like Facebook may have for individuals, societies, and democratic institutions, instead of trying to come up with countermeasures, the author abruptly abandons the ethical issues and goes back to examining his 鈥� again, extremely creepy-sounding 鈥� "Hook model" in action.
He is an alien.
When the author talks about apps and digital marketing, he almost passes for homo sapiens. But then he starts giving examples from other areas and the mask slips off. He says that people loved watching Breaking Bad because the show provided variable rewards for its viewers (twists, turns, and resolutions of plotlines). And that watching Breaking Bad again wouldn't be as fun because now you would know the plot and therefore wouldn't receive variable rewards. The man is an alien. He misses the point of why people watch and rewatch their favorite TV shows and movies. The characters, the themes, the artistry on the screen, the emotional connection to a creator, it's not just the plot, a connection to a piece of art can be deep, profound, and multilayered.
Don't they have TV shows on Mars?
The author explains that hooking users to use habit-forming apps should be used to benefit them. He gives some lip service to potential dangers. But he's mostly happy to presume that readers will be inspired to use the knowledge he provides for the good.
Instead of delving deeper into the catastrophic consequences habit-forming apps like Facebook may have for individuals, societies, and democratic institutions, instead of trying to come up with countermeasures, the author abruptly abandons the ethical issues and goes back to examining his 鈥� again, extremely creepy-sounding 鈥� "Hook model" in action.
He is an alien.
February 24, 2018
The parts I actually found somewhat interesting could probably be condensed into a quarter of this already short book.
The most interesting case-study is probably the Bible App one.
For the rest it is as if the book is just stating the obvious. Taking all the apps that have made a huge impact and now praising them for how the do it in hindsight.
Yes there were probably some thinking involved, but this is by no means going to work for every new app you create.
Also the book doesn't give you any useful advise or tips or plan of action to now do something different from what you were doing. It simply states titbits of what the big guys did. And that you should try do similar.
It basically comes down to causing an addiction. This might be great for you selling a product, but is it really adding benefit to anyone, or are you milking it, and making people mindless sheep. Even some of the data used to analyze trends borders on invasion of privacy.
Short enough to give it a try if you into this sort of thing, but don't expect something world changing.
The most interesting case-study is probably the Bible App one.
For the rest it is as if the book is just stating the obvious. Taking all the apps that have made a huge impact and now praising them for how the do it in hindsight.
Yes there were probably some thinking involved, but this is by no means going to work for every new app you create.
Also the book doesn't give you any useful advise or tips or plan of action to now do something different from what you were doing. It simply states titbits of what the big guys did. And that you should try do similar.
It basically comes down to causing an addiction. This might be great for you selling a product, but is it really adding benefit to anyone, or are you milking it, and making people mindless sheep. Even some of the data used to analyze trends borders on invasion of privacy.
Short enough to give it a try if you into this sort of thing, but don't expect something world changing.
April 2, 2020
讴鬲丕亘貙 讴鬲丕亘 禺賵亘蹖賴. 亘賴 禺氐賵氐 丕胤賱丕毓丕鬲 乇賵丕賳卮賳丕禺鬲蹖 丕卮. 丕賲丕 賲賳 丕爻丕爻丕賸 亘丕 丿蹖夭丕蹖賳 讴乇丿賳 亘丕 趩賳蹖賳 乇賵卮 賴丕蹖蹖 讴賴 亘賴 賳賵毓蹖 賳蹖丕夭 讴丕匕亘 丿乇 讴丕乇亘乇 丕蹖噩丕丿 賲蹖讴賳賴 賵 亘賴 賯賵賱蹖 胤賵乇蹖 賯賱丕亘卮 賲蹖蹖讴賳賴 讴賴 丕鬲賵賲丕鬲蹖讴 賵 亘丿賵賳 賮讴乇 毓賲賱 賲蹖讴賳賴 賲禺丕賱賮賲...
丕蹖賳 鬲丕讴鬲蹖讴賽 賯賱丕亘 讴乇丿賳 讴丕乇亘乇 丕夭 趩乇禺賴 蹖 爻賴 賲乇丨賱賴 丕蹖
芦Habit Formation禄
卮丕賲賱 蹖丕丿丌賵乇蹖貙 鬲讴乇丕乇 毓賲賱 賵 倬丕丿丕卮 丕賱賴丕賲 诏乇賮鬲賴 賵 亘乇丕蹖 賯賱丕亘 讴乇丿賳 賵 丕蹖噩丕丿 賵丕亘爻鬲诏蹖 丿乇 讴丕乇亘乇 蹖讴 趩乇禺賴 蹖 趩賴丕乇 賲乇丨賱賴 丕蹖 丕乇丕卅賴 賲蹖丿賴 讴賴 卮丕賲賱 賲丨乇讴賴丕蹖 丿賵乇賳蹖 賵 亘蹖乇賵賳蹖貙 丕賯丿丕賲貙 倬丕丿丕卮賴丕蹖 賲鬲賳賵毓 賵 爻乇賲丕蹖賴 诏匕丕乇蹖 讴丕乇亘乇 乇賵蹖 賲丨氐賵賱 丕爻鬲.
丕蹖賳 鬲丕讴鬲蹖讴賽 賯賱丕亘 讴乇丿賳 讴丕乇亘乇 丕夭 趩乇禺賴 蹖 爻賴 賲乇丨賱賴 丕蹖
芦Habit Formation禄
卮丕賲賱 蹖丕丿丌賵乇蹖貙 鬲讴乇丕乇 毓賲賱 賵 倬丕丿丕卮 丕賱賴丕賲 诏乇賮鬲賴 賵 亘乇丕蹖 賯賱丕亘 讴乇丿賳 賵 丕蹖噩丕丿 賵丕亘爻鬲诏蹖 丿乇 讴丕乇亘乇 蹖讴 趩乇禺賴 蹖 趩賴丕乇 賲乇丨賱賴 丕蹖 丕乇丕卅賴 賲蹖丿賴 讴賴 卮丕賲賱 賲丨乇讴賴丕蹖 丿賵乇賳蹖 賵 亘蹖乇賵賳蹖貙 丕賯丿丕賲貙 倬丕丿丕卮賴丕蹖 賲鬲賳賵毓 賵 爻乇賲丕蹖賴 诏匕丕乇蹖 讴丕乇亘乇 乇賵蹖 賲丨氐賵賱 丕爻鬲.
June 9, 2018
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.
August 4, 2022
丨丿丕讴孬乇 亘丕蹖丿 丿乇 蹖讴 氐賮丨賴 A4 噩賲毓 賲蹖鈥屫簇�.
March 25, 2022
卮丕蹖丿 蹖讴蹖 丕夭 丿賱丕蹖賱蹖 讴賴 丕蹖賳 讴鬲丕亘 亘乇丕蹖賲 噩匕丕亘蹖鬲 賱丕夭賲 乇丕 賳丿丕卮鬲貙 丕蹖賳 亘賵丿 讴賴 賯亘賱 丕夭 丌賳 讴鬲丕亘賴丕蹖 芦賯丿乇鬲 毓丕丿鬲禄 賵 芦毓丕丿鬲賴丕蹖 丕鬲賲蹖禄 乇賵 丿乇 夭賲蹖賳賴 毓丕丿鬲 賵 亘毓囟蹖 讴鬲丕亘賴丕蹖 丨賵夭賴 亘丕夭丕乇蹖丕亘蹖 乇賵 賲胤丕賱毓賴 讴乇丿賴 亘賵丿賲. 丿乇賵丕賯毓 讴鬲丕亘 賯賱丕亘 亘乇丕蹖賲 蹖丕丿丌賵乇蹖 賲胤丕賱亘 讴鬲丕亘賴丕蹖 丿蹖诏乇 亘賵丿 亘毓賱丕賵賴 賲孬丕賱賴丕蹖 噩丿蹖丿 丿乇 丿賳蹖丕蹖 丕爻鬲丕乇鬲丕倬賴丕 讴賴 丕賱亘鬲賴 噩丕賱亘卮 讴乇丿賴 亘賵丿. 丿乇賲噩賲賵毓 賳讴丕鬲 禺賵亘蹖 丕夭 丕蹖賳 讴鬲丕亘 丌賲賵禺鬲賲 賵賱蹖 賳鬲賵丕賳爻鬲賲 亘蹖卮鬲乇 丕夭 丿賵 爻鬲丕乇賴 亘丿賴賲.
蹖讴蹖 丕夭 賲亘丕丨孬 禺賵亘蹖 讴賴 丌賲賵禺鬲賲 賵 賲蹖 禺賵丕賴賲 賴賲蹖卮賴 亘賴 蹖丕丿 丿丕卮鬲賴 亘丕卮賲 毓丕賲賱賴丕蹖 賲賵孬乇 丿乇 爻丕丿賴 爻丕夭蹖 丕爻鬲 亘賴 卮乇丨 夭蹖乇:
賮賵诏 卮卮 毓丕賲賱 賲賵孬乇 丿乇 爻丕丿賴 爻丕夭蹖 乇丕 鬲毓乇蹖賮 賲蹖 讴賳丿. 鬲賲丕賲 丕蹖賳 毓丕賲賱賴丕 亘乇 丿卮賵丕乇蹖 丕賳噩丕賲 蹖讴 丕賯丿丕賲 鬲丕孬蹖乇诏匕丕乇 賴爻鬲賳丿:
夭賲丕賳:鈥� 趩賴 賲賯丿丕乇 夭賲丕賳 賱丕夭賲 丕爻鬲 鬲丕 丕賯丿丕賲 讴丕賲賱 卮賵丿.
賴夭蹖賳賴: 賴夭蹖賳賴 賲丕賱蹖 亘乇丕蹖 丕賳噩丕賲 丕賯丿丕賲
丿卮賵丕乇蹖 賮蹖夭蹖讴蹖: 賲蹖夭丕賳 鬲賱丕卮 賮蹖夭蹖讴蹖 賲賵乇丿 賳蹖丕夭 亘乇丕蹖 丕賳噩丕賲 丕賯丿丕賲
趩乇禺賴 賴丕蹖 匕賴賳蹖: 爻胤丨 鬲賱丕卮 賵 鬲賲乇讴夭 匕賴賳蹖 賲賵乇丿 賳蹖丕夭 亘乇丕蹖 丕賳噩丕賲 丕賯丿丕賲
倬匕蹖乇卮 丕噩鬲賲丕毓蹖: 蹖讴 乇賮鬲丕乇 鬲丕 趩賴 賲蹖夭丕賳 亘丕 丿蹖诏乇丕賳 賯丕亘賱 倬匕蹖乇卮 丕爻鬲
乇賵丕賱 睾蹖乇賲毓賲賵賱: 丕賯丿丕賲 鬲丕 趩賴 賲蹖夭丕賳 亘丕 乇賵丕賱賴丕蹖 賲毓賲賵賱 鬲胤丕亘賯 蹖丕 鬲囟丕丿 丿丕乇丿
蹖讴蹖 丕夭 賲亘丕丨孬 禺賵亘蹖 讴賴 丌賲賵禺鬲賲 賵 賲蹖 禺賵丕賴賲 賴賲蹖卮賴 亘賴 蹖丕丿 丿丕卮鬲賴 亘丕卮賲 毓丕賲賱賴丕蹖 賲賵孬乇 丿乇 爻丕丿賴 爻丕夭蹖 丕爻鬲 亘賴 卮乇丨 夭蹖乇:
賮賵诏 卮卮 毓丕賲賱 賲賵孬乇 丿乇 爻丕丿賴 爻丕夭蹖 乇丕 鬲毓乇蹖賮 賲蹖 讴賳丿. 鬲賲丕賲 丕蹖賳 毓丕賲賱賴丕 亘乇 丿卮賵丕乇蹖 丕賳噩丕賲 蹖讴 丕賯丿丕賲 鬲丕孬蹖乇诏匕丕乇 賴爻鬲賳丿:
夭賲丕賳:鈥� 趩賴 賲賯丿丕乇 夭賲丕賳 賱丕夭賲 丕爻鬲 鬲丕 丕賯丿丕賲 讴丕賲賱 卮賵丿.
賴夭蹖賳賴: 賴夭蹖賳賴 賲丕賱蹖 亘乇丕蹖 丕賳噩丕賲 丕賯丿丕賲
丿卮賵丕乇蹖 賮蹖夭蹖讴蹖: 賲蹖夭丕賳 鬲賱丕卮 賮蹖夭蹖讴蹖 賲賵乇丿 賳蹖丕夭 亘乇丕蹖 丕賳噩丕賲 丕賯丿丕賲
趩乇禺賴 賴丕蹖 匕賴賳蹖: 爻胤丨 鬲賱丕卮 賵 鬲賲乇讴夭 匕賴賳蹖 賲賵乇丿 賳蹖丕夭 亘乇丕蹖 丕賳噩丕賲 丕賯丿丕賲
倬匕蹖乇卮 丕噩鬲賲丕毓蹖: 蹖讴 乇賮鬲丕乇 鬲丕 趩賴 賲蹖夭丕賳 亘丕 丿蹖诏乇丕賳 賯丕亘賱 倬匕蹖乇卮 丕爻鬲
乇賵丕賱 睾蹖乇賲毓賲賵賱: 丕賯丿丕賲 鬲丕 趩賴 賲蹖夭丕賳 亘丕 乇賵丕賱賴丕蹖 賲毓賲賵賱 鬲胤丕亘賯 蹖丕 鬲囟丕丿 丿丕乇丿
October 14, 2018
"Hooked" (2014) 茅 mais um livro que procura o santo Graal do design de experi锚ncia: um modelo capaz de criar engajamento 贸timo com qualquer aplica莽茫o, processo, servi莽o ou produto. O livro 茅 interessante, dando conta de muito do que se vai fazendo na 谩rea, embora n茫o aprofunde nada de novo (mesmo tendo em conta o ano de publica莽茫o, 2014), para quem j谩 esteja dentro do UX ou IxD e tenha lido as refer锚ncias da 谩rea. Recupera um conjunto de teorias e modelos, e tenta o seu mix. 脡 mais uma proposta modelo, e como tal merece a nossa aten莽茫o, pois pode servir a determinados grupos ou para determinadas situa莽玫es.
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