How to Build Habit-Forming Products - Nir Eyal

Summary

In this engaging talk, the speaker delves into the psychology behind habit-forming products, highlighting the four-step 'hook' model that keeps users returning. Starting with triggers that prompt action, the speaker explains how simple actions in anticipation of rewards, like scrolling on social media, can create a cycle of engagement. The talk also emphasizes the importance of variable rewards and the investment phase, where users invest in the product, enhancing its value and their attachment. The speaker challenges the notion that the best product always wins, urging the audience to focus on capturing the 'monopoly of the mind' through user habits.

Takeaways

• 🎯 The importance of making products habit-forming is emphasized, as it is crucial for retaining users and ensuring they return to the product repeatedly.
• 🔗 The concept of a 'hook' is introduced, which is a four-step process embedded within products that keeps users coming back.
• 🔔 The first step of the hook is the 'trigger', which can be either external (environmental cues) or internal (emotional states like boredom or loneliness).
• 💡 The significance of internal triggers is highlighted, as they are often linked to negative emotions and prompt users to engage with products to modulate their mood.
• 🛠 The second step is the 'action', which should be the simplest behavior done in anticipation of a reward, such as scrolling or clicking.
• 📈 BJ Fogg's formula for behavior is mentioned, stating that for any action to occur, three elements must be present: motivation, ability, and a trigger.
• 🔑 The focus should be on making the action as easy (in terms of time, money, effort, etc.) as possible to increase the likelihood of the user performing it.
• 🏆 The third step is the 'reward', which should not only fulfill the user's desire but also leave them wanting more, often using variable rewards to maintain engagement.
• 🎲 Variable rewards are explained as being of three types: rewards of the tribe, rewards of the hunt, and rewards of the self, each catering to different human desires and motivations.
• 💼 The final step of the hook is the 'investment' phase, where users invest time or data into the product, which increases the likelihood of their return and deepens their engagement.
• 🔒 The investment phase is crucial as it builds value and customization into the product, making it harder for users to leave, even if a better product comes along.

Q & A

What is the main topic of the speaker's presentation?

The speaker's presentation is focused on how to make products habit-forming, drawing on the principles outlined in his book 'Hooked: How to Build Habit-Forming Products'.

What is a 'hook' according to the speaker?

A 'hook' is a four-step process embedded within a product's user experience that encourages users to return to the product repeatedly. It includes triggers, action, reward, and investment.

What are the two types of triggers mentioned in the script?

The two types of triggers are external triggers, which are environmental cues that tell us what to do next, and internal triggers, which are negative emotions that prompt us to take action.

Why are internal triggers considered critical for forming habits?

Internal triggers are critical for forming habits because they are linked to negative emotions that frequently occur and prompt users to turn to the product or service with little or no conscious thought.

What is the 'action' phase in the context of a hook?

The 'action' phase is defined as the simplest behavior done in anticipation of a reward, which is a small, immediate action the user can take to get relief from their internal trigger.

What does the speaker mean by 'variable reward'?

A 'variable reward' is a reward that is not always predictable, which creates a sense of wanting and desire in the user's brain, making the product more engaging and habit-forming.

What are the three types of variable rewards?

The three types of variable rewards are rewards of the tribe (social interactions), rewards of the hunt (search for information or material possessions), and rewards of the self (intrinsic pleasure from mastery, consistency, or control).

What is the purpose of the 'investment' phase in the hook model?

The purpose of the 'investment' phase is to increase the likelihood of the next pass through the hook by loading the next trigger and storing value, making the product more personalized and harder to leave.

Why is frequency important when it comes to habit-forming products?

Frequency is important because if the desired behavior does not occur within a week's time or less, it becomes almost impossible to change consumer habits and form a habit with the product.

What are the five fundamental questions the speaker suggests answering to build a habit-forming product?

The five fundamental questions are: 1) What's the internal trigger? 2) What's the external trigger? 3) What's the simplest behavior in anticipation of a reward? 4) Is the reward fulfilling and leaves the user wanting more? 5) What bit of work is done to increase the likelihood of the next pass through the hook?

Outlines

00:00

🎉 Welcoming the Speaker and Introduction to Habit-Forming Products

The speaker is introduced with enthusiasm, highlighting his experience in building and scaling companies, and his success with his book 'Hooked: How to Build Habit-Forming Products'. The speaker aims to address how technology impacts daily life and the strategies behind habit-forming products. He emphasizes the importance of engagement over growth, noting that retaining users is crucial for a product's success. The talk will cover a four-step process known as 'the hook', which is embedded in habit-forming products, and invites the audience to a Q&A session for further discussion on engagement challenges.

05:00

🔍 The Role of Internal and External Triggers in Habit Formation

This paragraph delves into the concept of triggers, distinguishing between external triggers that prompt actions through environmental cues and internal triggers that stem from negative emotions. The speaker discusses how negative emotions like boredom or dissatisfaction often lead to the use of technology to modulate mood. He stresses the importance of identifying the internal trigger for a product, as it is key to forming habits. The speaker also introduces the idea that habits should ideally form within a week for the behavior to be sustained, and that frequency of use is critical for a product's habit-forming potential.

10:01

🛠 The Action Phase: Simplicity and the BJ Fogg Behavior Model

The speaker explains the 'action' phase of the hook, which involves the simplest behavior a user can perform to anticipate a reward. He references BJ Fogg's model, stating that behavior occurs when motivation, ability, and a trigger are present simultaneously. The focus is on making the action as easy as possible, discussing factors that affect a user's ability to perform an action, such as time, money, physical effort, brain cycles, social deviance, and routine. The speaker argues that reducing the difficulty of an action is more effective than trying to increase motivation.

15:02

🎰 The Reward Phase: Variable Rewards and Their Impact on User Engagement

The paragraph discusses the 'reward' phase, where users receive a variable reward that not only satisfies their desire but also leaves them wanting more. The speaker explains the concept of variable rewards, drawing from B.F. Skinner's operant conditioning experiments. He outlines three types of variable rewards: rewards of the tribe (social interaction), rewards of the hunt (searching for information or material possessions), and rewards of the self (intrinsic pleasure from personal achievements). These rewards are integral to maintaining user engagement and forming habits.

20:03

🏦 The Investment Phase: Storing Value and Encouraging Future Interaction

The final paragraph of the script focuses on the 'investment' phase, where users invest time or effort into a product with the expectation of future benefits. This phase is crucial for loading the next trigger and storing value, which can be in the form of data, content, followers, or reputation. The speaker argues that as users invest in a product, it becomes increasingly personalized and valuable to them, making it harder to leave, even if a better product comes along. The investment phase solidifies the habit by increasing the likelihood of future engagement.

📝 Conclusion and Call to Action for Ethical Habit Design

In conclusion, the speaker challenges the notion that the best product always wins, emphasizing instead the importance of capturing the 'monopoly of the mind'. He encourages the audience to consider the five fundamental questions related to habit-forming产品设计, including identifying internal and external triggers, the simplicity and rewarding nature of the action, and the investment made by users. The speaker ends with a call to action, asking the audience to participate in a survey for feedback and reminding them of the upcoming Q&A session, while also promoting his SlideShare for further insights.

Keywords

💡Habit-forming

Habit-forming refers to the process by which a product or service becomes integral to a user's routine, eliciting a consistent response or action. In the video, the speaker discusses how companies create products that users return to repeatedly, like Facebook and Twitter, by embedding 'hooks' within their user experiences.

💡Triggers

Triggers are stimuli that initiate a behavior or action. The video distinguishes between external triggers, such as notifications or ads, and internal triggers, which are emotional states like boredom or loneliness that prompt users to engage with a product. The speaker emphasizes the importance of understanding these triggers to build habit-forming products.

💡Engagement

Engagement, in the context of the video, is the measure of how much interaction a user has with a product. The speaker argues that while growth is important, engagement is equally crucial because it ensures that users continue to return to the product, which is a key aspect of habit formation.

💡Action

Action, as discussed in the video, is the behavior performed by a user in anticipation of a reward. It is the simplest behavior that a user can do to 'scratch the itch' caused by a trigger. The speaker uses examples like scrolling on Pinterest or a quick search on Google to illustrate simple actions.

💡Reward

A reward in the video is the outcome or satisfaction that a user receives after performing an action. The speaker explains that the most effective rewards are variable, meaning they are unpredictable and keep the user engaged and wanting more, as seen in social media platforms and games.

💡Investment

Investment, in the context of the video, is the phase where users put something into the product, such as data or content, with the expectation of future benefits. This phase is crucial for habit formation as it increases the likelihood of the user returning to the product, thus reinforcing the habit loop.

💡Variable Reward

Variable reward is a concept from the work of B.F. Skinner, where the reward is given on an unpredictable schedule, increasing the frequency of the behavior. In the video, the speaker describes how apps like Facebook and slot machines use variable rewards to keep users engaged due to the element of surprise and anticipation.

💡BJ Fogg

BJ Fogg is a researcher from Stanford who developed a model for behavior change, often referenced in the video. His model states that for a behavior to occur, three elements must be present: motivation, ability, and a trigger. The speaker uses Fogg's model to explain how to make actions more likely to happen by focusing on the user's ability to perform the action easily.

💡Negative Emotion

Negative emotions, as mentioned in the video, are internal triggers that often prompt users to take action. The speaker explains that emotions like boredom, loneliness, or dissatisfaction can drive users to seek relief through habit-forming products, such as social media or gaming apps.

💡Product Design

Product design, in the video, involves creating products that not only address a user's needs but also incorporate elements that encourage habitual use. The speaker discusses how product designers should focus on identifying internal triggers and designing actions that are easy to perform, leading to rewarding outcomes.

💡Q&A Session

A Q&A session, as referred to in the video, is a part of the presentation where the speaker invites questions from the audience. It is an interactive component that allows for a deeper exploration of the topic and addresses specific challenges or queries related to habit-forming products.

Highlights

Introduction of the speaker, N AAL, as an experienced entrepreneur and author of 'Hooked: How to Build Habit-Forming Products'.

The importance of making products habit-forming to ensure user retention, which is as crucial as growth hacking.

The concept of a 'hook', a four-step process embedded in user experiences of successful products.

Differentiation between external and internal triggers, with a focus on the role of negative emotions as internal triggers.

The revelation that people use products primarily to modulate their mood and feel something different.

The significance of identifying the internal trigger for building a habit in customers' lives.

The necessity for a habit to occur within a week's time or less for it to form effectively.

The action phase of the hook, emphasizing the importance of simplicity in user actions to anticipate rewards.

BJ Fogg's formula for behavior, requiring motivation, ability, and a trigger to occur.

The six factors of ability that make a behavior more likely to occur, including decreasing time, cost, physical effort, and brain cycles.

The role of variable rewards in creating desire and maintaining engagement with a product.

Three types of variable rewards: rewards of the tribe, rewards of the hunt, and rewards of the self.

The investment phase of the hook, where users invest in the product for anticipated future benefits.

Investments increase the likelihood of the next pass through the hook by loading the next trigger and storing value.

The myth that the best product always wins is debunked, emphasizing the importance of capturing the monopoly of the mind.

The five fundamental questions to answer for building a product that requires unprompted engagement.

Invitation for feedback and a reminder of the upcoming Q&A session, showcasing the speaker's engagement with the audience.

Transcripts

I'm really much excited to introduce the

next speaker n AAL is amazing and as

many of you know some of the best

tactics and strategies for

entrepreneurship comes from experienced

entrepreneurs who've been through the

grind and the hustle just like you NE

roel is no Foreigner to this experience

he has built and scaled companies one

that has been Venture backed one that

has been acquired and has since

transitioned into helping other

entrepreneurs like all of you in the

room succeed with his pop selling book

called hooked how to build and scale

productive products that make people

love you so please join me in a ReSound

and welcome get up on your feet and

introduce near iel thank

[Applause]

[Music]

you thanks every much louder thank you

thanks very much hey

everybody thank you so much uh it's it's

a pleasure to be here and I just want

you to know by the way that uh there is

an army of people back here uh that is

making this conference happen they're

all over the place so can we just take a

a quick minute to thank those folks that

have put in so much work to making this

conference thank you very

much so um today I want to talk about

for just a few minutes about how to make

your product habit forming you know when

we think about the technologies that

we're carrying around with us every day

these these amazing devices in our

pockets these products have had a

profound impact on our day-to-day lives

and so what I want to answer today today

is this question around how do they do

it how do companies like Facebook and

Twitter and Instagram and WhatsApp and

slack and Snapchat how do they bring

people back time and time again not just

in the consumer space but also in the

Enterprise space these products that

form consumer habits so I have just a

few minutes with you this morning but

what we're going to do right after my

talk actually at 10 o'cl there going to

be a Q&A session where we I would love

to take your questions uh come ready

that that's my favorite part is is kind

of this open-ended questions and answers

to try and figure out uh any kind of

Engagement challenges you have because a

lot of people today V focus on growth

and growth hacking and that's super

important but remember that's only a

piece of the puzzle that if you can't

retain users if you can't keep them

coming back you've got nothing so I

would argue that engagement is is as

important if not more important than

growth so what we want to try and do

today is to try and understand what is

it about these companies that keeps

people coming back and through my

research I would argue that all of these

world changing companies who are

touching the lives of hundreds of

millions if not billions of users and

making hundreds of millions if not

billions of dollars all have embedded

within their products what I call a hook

now a hook is a four-step process it's

it's it's built into the user experience

I describe a lot more of it in my book

but what I want to do today is to kind

of walk you through the four steps of a

hook to kind of give you a 30,000 ft

view of this basic pattern that we see

repeated again and again and again in

all sorts of products that keep us

coming back on our

own hooks have these four basic parts

every hook starts with a trigger

triggers are these things that tell us

what to do next now there are two types

of triggers we have external triggers

and we have have internal triggers

external triggers are things in our

environment that tell us what to do next

with some piece of information in the

trigger itself click here buy now play

this these are things in our environment

right that we see that tell us what to

do they give us the information for what

to do next right we as product designers

we know all about these external

triggers we see them every single day

but what product people don't think

about enough and what turns out to be

absolutely critical to forming these

long-term habits is creating an

association with what's called an

internal trigger internal triggers are

things that tell the user what to do

next but the information for what to do

is stored as a memory inside the user's

head now these internal triggers are

most frequently emotions but not just

any emotion they are specifically

negative emotions negative emotions are

these most oftenly occurring internal

triggers so what we do when we're

feeling bored or Lonesome or uh

dissatisfied or fatigued or uncertain

what we do when we experience these

negative emotions prompts us to action

prompts us to turn to these apps to

these devices with little or no

conscious thought in fact there was a a

study a few years ago that found that

people suffering from depression from

clinical depression check email more

often I actually just saw like three

people put away their phones not anyway

what this study found was that people

suffering from depression experience

what psychologists call negative

veilance States they feel down more

often than the rest of the population

and what are they doing to boost their

mood to get out of those negative

veilance States they were turning to

their devices they were going online

they were checking email more often

than the rest of the

population and if we're honest with

ourselves we all do this right we all do

this Let Me Tell You Folks there is only

one reason that people use your product

there's only one reason that people use

any product and that one reason is to

modulate our mood to make us feel

something

different let me ask you what um what

website or app do we go to when we're

feeling the emotion of loneliness where

do we go Facebook right somebody said

Tinder

also also true different kind of

loneliness but also

true what what about uh when we're

feeling uncertain before we scan our

brains to see if we know the answer what

are we doing we Google it of course and

what about when we're bored you know

between two and 4:00 in the afternoon

you have that big project you don't feel

like working on right now where do you

go you check YouTube you check red you

check stock prices you see what's

happening in the news right all of these

products cater to this painful internal

trigger of bordom we don't like that

sensation and we turn to these products

and services with little or no conscious

thought before we even understand why

we're using these products we already

online so what does that mean for you

how can we help people improve their

lives how can we help them live richer

lives by knowing about the importance of

these internal triggers if you want to

build a healthy Habit in your customer's

life you have got to be able to tell me

what is your internal trigger it's

amazing when I I work in my Consulting

practice and I I talk to folks uh

product teams they bring me in for these

big expensive design reviews and they

tell me all the amazing technological

features of their product and when I ask

the team okay that's terrific but what's

the internal trigger what's the

frequently occurring itch that your

product is

addressing they haven't a clue so you've

got to be able to tell me what that

internal trigger is and does it occur

with sufficient frequency to form a

habit let me talk about this word

frequency it's incredibly important when

it comes to these habit forming products

the data shows us that if your behavior

if the Habit that you want to create in

your user's day-to-day life if that does

not occur within a week's time or less

you have a problem it is almost

impossible to change consumers habits if

the behavior does not occur within a

week's time or less now more is always

better when you think about products

like Facebook and slack and Instagram

and WhatsApp and Snapchat how often are

these products used how often right more

more than daily these are intad daily

behaviors the stats are showing us that

people check their home screens 150

times a day so these products have a

very very high habit forming potential

because they're used so frequently so

the minimum bar has to be for your habit

to take hold that that key Behavior

opening the app scrolling a feed

checking something that has to occur

within a week's time or less okay and

you have to be able to tell me what is

that internal trigger that prompts them

to action that itch that emotional that

that negative veilance state that

prompts them to

action the second step of the hook is

the action phase the action phase is

defined as the simplest Behavior done in

anticipation of a reward the simplest

thing the user can do to scratch that

itch to get relief it's as something as

simple as scrolling on pinest or a quick

search on Google or what could be

simpler than just pushing the play

button on YouTube these incredibly

simple actions done in anticipation of

an immediate reward now there's a great

formula that that I like to share with

folks that comes from a researcher at

Stanford by the name of BJ fog and fog

tells us that for any singular Behavior

Behavior any singular Behavior we just

need three things at the same time for

any Behavior to occur any click any

action anything you want the user to do

they have to have sufficient motivation

motivation is the energy for Action how

much we want to do a particular Behavior

they have to have sufficient ability

ability is the capacity to do the

behavior how easy it is to do and the

trigger must be present right we just

talked all about triggers now we know

the trigger has to be there that's a

precondition let's talk about motivation

and ability nine times out of 10 when I

work with product teams they're trying

to figure out how to motivate people to

do the behavior right let's show them a

video let's give them testimonials let's

talk at them let's prove to them why

they should be more motivated to do the

thing we want them to

do 90% of the time that's the wrong

approach the better approach the better

Roi for your time money and and brain uh

brain Cycles is to worry about ability

that it turns out that the harder

something is to do the less likely

people are to do it so there are six

factors of ability six factors of

ability six things that you can do to

make the behavior you want done more

likely to occur you can decrease how

much time something takes how much money

something costs how much physical effort

is required brain Cycles brain Cycles

are very important when it comes to

technology products because the harder

something is to understand the less

likely that behavior is to occur social

deviance is number five social deviance

has to do with the fact that people are

less likely I'm sorry are more likely to

do something when they see other people

like them doing it and finally non

routine is number six n non routine says

that we become more likely to do

something simply for the fact that we

have done it before in the past and this

is why habits are so important because

the more we do a particular Behavior the

easier it becomes and the more likely we

are to do it in the future what do we

call that that's called practice the

more we do it the easier it becomes the

more likely we are to do it in the

future so habits have this repeater

effect the more we do something the

easier it becomes and we become more

likely to do it now we've talked about

internal triggers we talked about

external triggers we've talked about

making the action as easy as possible to

do now it come comes the time to give

users what they came for to give them

the reward to scratch their itch and

that's the third step of the hook the

reward phase I argue that it's not good

enough to just give people what they

want it's not good enough just to give

people what they want what all of the

products all the companies that I

mentioned earlier all do they give

people what they want they scratch the

itch but they leave them wanting

more and here's how they do it they all

use a variable reward a variable reward

comes from the work of BF Skinner BF

Skinner was a father of operant

conditioning if you took psych 101 back

in college you'll know the name Skinner

took did these very famous experiments

where he took pigeons and he put them in

a little box and he gave them a disc to

Peck at

and at first every time the pigeon would

Peck at the disc they would receive a

reward they would get a little food

pellet they were all hungry pigeons by

the way they had to have the internal

trigger of hunger to begin with for this

experiment to work so basically Peck at

the disc get a food pellet terrific

that's called operant conditioning he

could train these pigeons to know to

Peck at the disc whenever they wanted

the food

pellet but then Skinner did something a

little bit different Skinner introduced

a variable reward so sometimes the

pigeon would Peck at the disc and no

food pellet no reward would come out the

next time the pigeon would Peck at the

disc they would receive a reward and

what Skinner observed was that the rate

of response the number of times these

pigeons pecked at the disc

increased when the reward was given on a

variable schedule of

reinforcement why does this happen

because variability spikes this reward

system in our brain it creates this

wanting this desirous response and so in

all sorts of products that you find most

engaging uh most habit forming the

things that capture your attention and

won't let go by the way both offline and

online you will find these variable

rewards there are three types of

variable rewards let me describe these

for you briefly three types of variable

rewards rewards of the

tribe rewards of the hunt and rewards of

the self and when you start looking for

these you will see them in everything

that holds on to your attention rewards

of the tribe are things that feel good

that have this element of variability

this bit of uncertainty and come from

other people cooperation competition

romance empathetic Joy feeling good

because someone else feels good all are

things that feel good come from other

people and have this bit of mystery this

bit of uncertainty

around what might happen next of course

the best example online is social media

right when you think about when you open

up your Facebook Newsfeed you're never

quite sure what you're going to see

right what videos did people post or

photos or what does the comments say how

many likes does something get high

degree of variability when it comes to

using a social media product next is

rewards of the hunt rewards of the hunt

have to do with our Primal need for food

and material possessions and in modern

society we buy these things with money

right so when you think about um slot

machines for example right when I play a

slot machine what's fun exciting what's

interesting about playing a slot machine

is the variabilities the uncertainty

around what I might win when I play

these games of

chance consider for a

moment the

feed right what is it about the feed

that makes it so effective think about

about how everything today on your

mobile device seems to have a feed take

LinkedIn for example there was AC quied

recently by Microsoft you opened up

LinkedIn it's no longer the company it

used to be LinkedIn is no longer about

finding jobs and resumes that's not what

LinkedIn is about LinkedIn is a Content

company so when you open up your your

feed on LinkedIn and you start scrolling

through that feed you'll see one story

that's n not that interesting but the

next story might be interesting and to

find more of that interesting content

what do you have to do what do you have

to keep doing got to keep scrolling and

that's scrolling and scrolling and

scrolling used the exact same psychology

as pulling on a slot machine searching

and searching and never done searching

for that next interesting piece of

information the rewards of the

hunt finally the third type of variable

rewards is rewards of the self rewards

of the self are things that feel good

that have this element of variability

but don't come from other people and

aren't about the search for material or

information rewards these are things

that feel good in and of themselves

they're intrinsically pleasurable the

search for Mastery competency

consistency control best example online

is gameplay when you think about Angry

Birds or Pokémon go or the Kardashian

game what makes these experiences these

games so engaging is getting to the next

level the next uh completing completing

the next accomplishment right even if

there's no material rewards you're not

really playing with other people there's

something exciting about finishing that

next accomplishment now I know we're

very serious business people here none

of us play games right but I bet if

you're anything like me you play this

game of checking email all the time

right I think email is probably the

mother of habit forming technology that

mechanic of finishing those unread

messages clearing them uh finishing your

to-do list or the thing that always gets

me is that one notification that I have

on my home screen that I have to open to

clear it away

these are all examples of variable

rewards of the self searching for

Mastery consistency competency and

control now we've talked about triggers

we've talked about action we've talked

about rewards there's one more step

there's one more step and this is

probably the most overlooked of the four

steps of the hook the last step of the

hook is called the investment phase the

investment phase is where the user puts

something into the product

in anticipation of a future benefit it's

not about immediate gratification it's

about a future

benefit Investments the the purpose of

the investment phase is to increase the

likelihood of the next pass through the

hook and Investments do this in two ways

the first way that Investments increase

the likelihood of the next pass through

the hook is by loading the next trigger

loading the next trigger so for example

when you use a WhatsApp or slack or any

number of other messaging services when

you send that message there's no

immediate reward you don't get points

you don't get badges there's no

leaderboard you don't get anything when

you send that message but what you're

doing is you are loading the next

trigger because you will eventually if

the person replies you will get an

external trigger when you get that

reply and that external trigger prompts

you through the Hook Once Again starts a

cycle over again the second way that

Investments increase the likelihood of

the next pass is by storing value now

storing value is a really big deal

storing value is why I love working in

the technology industry as opposed to

physical Goods if you think about things

made out of atoms right they depreciate

with wear and tear things in the

physical world your clothing these

chairs everything in the physical world

loses value with use habit forming

products do the opposite habit forming

products appreciate with use they get

better and better the more we engage

with them by putting data into a product

by you putting content by uploading

content into a product by acre uh

followers and finally through reputation

all of these things make the product

better and better to use they customize

the product for us and they make it

harder to

leave here's the message I want to leave

you with

when these habit forming products get us

to invest in them it doesn't matter if a

better product or service comes along

this is a really important Point why

because it shatters the myth that the

best product wins that is a Lie the best

product there's no promise that was ever

made there's no 11th Commandment that

says the best product win Silicon Valley

graveyards are full of companies that

had the best technology

it's not the best product that wins it's

the product that captures the Monopoly

of the Mind the thing that we turn to

First with little or no conscious

thought that's what captures the market

so if you're building a product that

requires unprompted engagement requires

people to come back on their own you

have to be able to answer these five

fundamental questions of number one

what's the internal trigger what's the

itch that your product is addressing and

does it occur with sufficient frequency

number two what's the external trigger

that prompts your user to action what's

the simplest Behavior the user can do in

anticipation of a reward is the reward

fulfilling and yet leaves the user

wanting more and then finally what's the

bit of work done to increase the

likelihood of the next pass through the

hook now I know this was a quick talk I

only had about 20 minutes what I want to

do is give you an entire slide

presentation with lots and lots of

examples so here's what I'd like you to

do can everybody hold up their phones

for me for a second hold your phones up

for me

this is for two reasons hold up your

phones hi hi hi number one I want to get

a picture for my Instagram page of you

of you it's a great crowd two I just

made the action remember the action fade

I've just made that behavior easier to

do the phone's in your hand all you have

to do is to go to this URL ww. opinion

to. us very short survey take you 30

seconds just five questions would love

to know what you thought of the

presentation if you have any feedback

I'm constantly tweaking it based on your

uh your feedback as soon as you click

submit you will be taken to a link to my

SlideShare page where you can have a

much more detailed explanation of all

the concepts I just discussed Now

reminder at 10 o'clock I'm going to be

doing a Q&A would love to start

addressing some of your questions and

with that I hope you will use these

habits for good thank you very

[Applause]

much