06:03 – A variable reward provides you something, but also makes you want it more.

05:58 – The action is a simple behavior that gives you a reward.

05:53 – An external trigger is a call to action.

05:43 – These steps change people’s preferences, create tastes, and forms habits.

05:25 – The hook has four parts: trigger, action, reward, investment.

05:05 – It is not the best product that wins, it’s the product that comes first to mind that captures the market.

04:27 – Great examples of this are Google and Bing.

04:19 – Your product is being used with little or no conscious thought, even if your competitor is better.

04:07 – Building customer habits give you a “monopoly of the mind”.

03:20 – Some examples of habit-forming products are Facebook, Instagram, Slack, Snapchat, Sales Force and GitHub.

02:10 – Nir saw how persuasion and coercion was used in the gaming and advertising industry and wanted to write it into a workbook.

01:58 – Nir thinks persuasion should be encouraged and coercion is unethical.

01:47 – There are two types of manipulation: persuasion and coercion.

01:19 – Nir had a solar business, went into gaming and advertising, and learned to “manipulate” people along the way.

00:43 – Leave a review and rating and subscribe to the Growth Everywhere Podcast.

Nir Eyal is speaking at the Habit Summit in San Francisco April 4-5, 2017 about “How to Morally Manipulate Your Consumers.”ĭownload podcast transcript here: Hooked Author Nir Eyal On Mastering the Art of Habit-Forming Products TRANSCRIPT

He illustrates his concepts using Facebook, Snapchat and Twitter-key, successful companies who have mastered the art of forming habits. Listen as Nir discusses the power of manipulation (and the two types of manipulation), the four essential elements that create a hook to forming a habit, why it’s not the best product that wins but rather the product that comes first to mind, and the three pillars necessary for every successful new product. Hey everyone, in today’s episode, I share the mic with Nir Eyal, entrepreneur, educator and author of the best-selling book Hooked: How to Build Habit-Forming Products.

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