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Hooked Summary
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About Hooked Book
Revised and Updated, Featuring a New Case Study
How do successful companies create products people can’t put down?
Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?
Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.
Eyal provides readers with:
• Practical insights to create user habits that stick.
• Actionable steps for building products people love.
• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.
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The secrets that companies like Facebook, Google and Amazon don't want you to know
NIR EYAL
1.42K
THE HOOK MODEL
- The Hook Model explains the four-phase process that companies use to form habits.
- The four phases are a trigger, action, variable reward, and investment.
- For companies, the desire is to achieve the goal of unprompted user engagement with their products.
- A product or service is considered successful if users come back without the need for costly advertisement or aggressive messaging.
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THE HABIT ZONE
- User habits are good for business because they create unprompted user engagement.
- Companies can determine their product’s habit-forming potential by plotting two factors: frequency and perceived utility.
- Frequency is the level of engagement while the perceived utility is the benefit to the user
- To come up with a real game-changing product your product should be in the shaded portion of the graph
- Either be highly frequent like google or highly value-adding like amazon
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Hooked shows us how different products are designed to make us form habits and how you can achieve the same level of habit forming behaviour for your products.
Many innovations fail because consumers irrationally overvalue the old, while the companies irrationally overvalue the new.
NIR EYAL
52
So What Is A Successful Product?
Some associate the success of a product with the level of usage it brings, some associate it to the R&D, some with marketing and others with price. However, Nir Eyal associates the success of a product to the measure of how hooked it get the users.
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What Makes A Product Successful?
When we talk about the iPhone, Instagram, or Facebook being the most successful products in the world, the reason is not just because the products were the first of their kind, in fact, the main cause of their success is that they helped us form habits. Most of the consumers today believe they can’t live without their smartphones. Same goes for the social media sites which got us so hooked that we have started posting everything we are doing on these sites.
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Hooks
Something
1
Habit creation
You can consciously create habits in users by using positive reinforcement along with novelty factor.
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