Hooked Buchzusammenfassung - das Wichtigste aus Hooked

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Zusammenfassung von Hooked

Name: Hooked
Rating: 4.6 (487 reviews)
Author: Nir Eyal

Nir Eyal

How to Build Habit-Forming Products

4.6 (487 Bewertungen)

21 Min.

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Marketing Strategy Routines & Habits Personality Mental Health

Inhaltsübersicht

Hooked
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What’s in it for me: Find out how you can get people addicted to your products… in a good way.

Think about all the products you use on an everyday basis: your smartphone, your must-check apps and favorite websites. How did these products succeed in getting you to adopt them in your daily routines?

Hooked not only explains the psychological processes that go into forming habits, it also shows how companies can build products to take advantage of this tendency.

You’ll find out why designing a habit-forming product is the best sales boost your company could ever hope for.

You’ll also discover why the scrolling Twitter feed is so addictive. (Hint: it’s no coincidence).

Finally, you’ll also come to understand the ethical implications of habit-forming products, which will help you avoid becoming a glorified drug dealer.

It’s difficult to change or replace established habits.

Every New Year’s eve, people make resolutions to quit drinking, eat more healthily or get more exercise. When midnight strikes, we really are fully committed to making these changes.

So why is it that on January fifth most of us find ourselves sitting on the couch munching chips and guzzling beer?

Well, the short answer is that it’s due to our habits: activities we’ve become so accustomed to doing that we engage in them without much conscious thought.

Habits emerge because our brain is eager to save time, so in most situations it will make us do whatever it was that worked last. For example, a habit of biting your nails when nervous probably emerged because your brain remembers that nail-biting once helped you release stress, so now you do it unconsciously.

The trouble with habits is, it’s very difficult to permanently change them. In fact, research has shown that even if we change our routines, the neural pathways of the old habit remain intact in our brains and are very easily reactivated. This is illustrated by the fact that two thirds of alcoholics who finish a detox program start drinking again within a year.

No wonder we have such trouble with a simple New Year’s resolution. So how can you possibly succeed in adopting a new habit?

The easiest way is to repeat it frequently. One study showed that students who wanted to get into the habit of flossing their teeth regularly were more successful the more frequently they engaged in flossing.

If it can’t be repeated often, the new habit has to be very useful to still be adopted successfully. Consider online retailer Amazon: Most people don’t use Amazon everyday, but shopping there still constitutes a habit for many of us, despite countless other online stores to choose from.

Why?

Amazon’s direct price comparison between other retailers is so handy, that users make a habit out of shopping there even if it is only infrequently.

Habit-forming products generate high revenues and are hard to compete with.

Looking at the most successful businesses and products available today, especially online, we find that many of them share one common trait: they are habit-forming. Habit-forming products are the ones that gradually find their way into our daily routines, like a smartphone that we have gotten used to checking automatically each morning for new messages.

There are many advantages to selling habit-forming products.

Habit-forming products require users to go through the four stages of the Hook Model repeatedly.

Due to their many advantages, many companies strive to deliberately make their products habit-forming. But how can this be done successfully?

They should try to adhere to the so-called Hook model. The Hook model is a cycle consisting of four steps that, when repeated often enough, will lead the user to form a habit around the product in question.

To start the process of habit-building, products need an external trigger.

People do not acquire habits spontaneously. People didn’t wake up one morning and suddenly decide that they would become faithful and frequent users of an app that gives their pictures a retro-look. Rather, it’s a process, and the first step requires an external trigger. In the case of the app, it was probably a friend who mentioned it or an advertisement that compelled people to try it.

The external trigger is necessary, because initially the product is not yet part of the potential customers’ habits.

Once we develop internal triggers that make us use a product, we’re hooked.

As you’ve seen, frequency is a key part of building habits. If we use a product very frequently, we’ll likely form a long-term habit around it.

But of course companies can’t rely solely on external triggers to get us to use their products, as frequent triggers are usually too costly, like advertisements, and depend too much on chance, like whether a potential customer happens to see an advertisement or not.

Every product needs to motivate and, most importantly, enable potential users to use it.

Have you ever seen a hypnotist hypnotize a volunteer from the crowd so that once a trigger word is said out loud, the “victim” does whatever the hypnotist has told them to?

For good or bad, with habit-forming products, the trigger alone is insufficient to generate action.

Variable rewards are key in making users dependent on a product in the long term.

While motivation is important to get us to try a product, we won’t be able to sustain it unless the product actually produces the results we wanted.

For users to want to use a product frequently, it must reliably deliver on what it promises. In other words, it must give us a reward for our actions and create the outcome we were expecting.

If users have invested something, be it time, money or effort, into a product, a habit will likely follow.

Now you’ve seen how a trigger leads to action and provides the user with a reward. So what is the final step in the Hook model that leads them back to the trigger and another cycle?

In short: investment. When users have invested something into the product, be it time, effort, money or even their personal data, they are more likely to use it again.

Companies should use the power of habit-building products responsibly.

When we speak of getting users “hooked” on a product, the first association that springs to mind is addiction. Indeed, because the Hook-model helps companies change people’s behavior, it is crucial they use it responsibly. Otherwise they are merely engaging in unethical manipulation. For example, if a fast food company were to inject their food with some addictive substance, we would deem that unethical.

Sometimes though, even manipulative products are considered acceptable, as long as they enhance their users’ lives. So for example companies like Weight Watchers have technically “manipulated” thousands of their customers into losing weight, but we probably would not deem their actions wrong, because their product enhances their customers’ lives.

To use the Hook model effectively, you have to know your product and what your customer wants.

Every entrepreneur and product designer wants to create a successful product that people use and rely on frequently. The Hook model can help achieve this, but it’s practical application requires you to know your product and your customers intimately.

First of all, it’s important to understand that not all products need to be habit-forming. Whether you’re creating a new product or enhancing an existing one, you should ask yourself if product should really be habit-forming.

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Worum geht es in Hooked?

Hooked (2014) explains, through anecdotes and scientific studies, how and why we integrate certain products into our daily routines, and why such products are the Holy Grail for any consumer-oriented company. Hooked gives concrete advice on how companies can make their products habit-forming, while simultaneously exploring the moral issues that entails.

Wer Hooked lesen sollte

Anyone who wants to understand how habits are formed
Anyone who wants to design a hugely successful product or enhance an existing one
Anyone who wants to understand how some products take advantage of our tendency to form habits

Über den Autor

Nir Eyal is a writer, teacher and consultant who has long advised start-ups and other businesses on designing successful products. He is the founder of two start-ups, both of which have since been acquired, and he contributes regularly to magazines like Forbes, TechCrunch and Psychology Today.

Kategorien mit Hooked

Entrepreneurship Marketing & Sales

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