HOOKED: The 4-Step Model to Build Habit-Forming Products | How Companies Engineer Your Habits скачать в хорошем качестве

HOOKED: The 4-Step Model to Build Habit-Forming Products | How Companies Engineer Your Habits

In this episode, we break down Nir Eyal's essential roadmap, The Hook Model, which reveals the four-phase process companies use to create products that people use with "little or no conscious thought". If you've ever checked your phone within 15 minutes of waking up, or found yourself scrolling long after you intended to stop, your actions have been engineered. The book, authored by Nir Eyal with Ryan Hoover, provides entrepreneurs, designers, and consumers with the "blueprint for forming habits" and achieving unprompted user engagement. The Hook Model (Trigger, Action, Variable Reward, Investment) is the framework that connects a user's problem with a company's solution frequently enough to form a habit. Inside The Hook Model: • 1. Trigger: This is the "spark plug in the engine"—the cue to action. Companies seek to move users from external triggers (like notifications) to powerful internal triggers, which are often negative emotions such as boredom, loneliness, frustration, or the fear of missing out (FOMO). • 2. Action: The behavior done in anticipation of a reward. For the action to occur, it must be easier than thinking. This phase draws on Dr. BJ Fogg’s Behavior Model: B = MAT (Motivation, Ability, Trigger). The focus is on increasing ability by making the action simple (removing friction, effort, and brain cycles). • 3. Variable Reward: The unpredictable reward that creates a powerful craving. Variability multiplies the effect of anticipating a reward. Rewards come in three types: Rewards of the Tribe (social acceptance), Hunt (resources/information), and Self (mastery/completion). • 4. Investment: The phase where the user puts something of value into the service (time, data, effort, social capital). This investment increases the product's value the more it is used (creating Stored Value in the form of content, data, followers, reputation, or skill). Crucially, investment also loads the next external trigger to pull the user back into the cycle. Why Habits Matter for Business Businesses that successfully create customer habits gain a significant competitive advantage. They enjoy higher Customer Lifetime Value (CLTV), greater pricing flexibility (users become less price-sensitive), and supercharged growth because "hooked users become brand evangelists". The Morality of Manipulation The power to build persuasive products is a "superpower" that must be used with caution. The book includes the Manipulation Matrix to help designers assess their moral obligation: Are you a Facilitator (High Use, High Benefit), creating healthy habits, or a Dealer (Low Use, Low Benefit), creating exploitation? Learn the framework for building products that users love—and can’t live without.