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Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it.

Nir Eyal

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Nir Eyal
Age: 44
Born: 1980
Born: February 19
Entrepreneur
Writer
Haderah
Increase
Leverage
Behavior
Likelihood
Company
Psychological
Action
Performing
Two
Ease
Human
Companies
Humans
Basic
Motivation
Pulleys

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Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.
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Fogg states that all humans are motivated to seek pleasure and avoid pain to seek hope and avoid fear and finally, to seek social acceptance and avoid rejection
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The aim is to influence customers to use your product on their own, again and again without relying on overt calls to action such as ads or promotions.
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The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief.
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Why not live now instead of someday?
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As fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power
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User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.
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Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.
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Users who continually find value in a product are more likely to tell their friends about it.
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Products with higher user engagement have the potential to grow faster than their rivals.
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If users are not doing what the designer intended (when users are investing time, effort, etc in your product), the designer may be asking them to do too much.
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Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.
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Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.
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