This book was written almost 10 years ago. Yet it still prevailed his concepts well implemented into a lot of successful products. Based on his experiences and observations, he found that HOOKS were everywhere. He divided into four steps of Hooked model to provide the framework for everyone, which was Trigger(internal/external), Action, Variable Reward and Investment.
- Habits cannot form outside the Habit Zone, where the behavior occurs the habit is formed, they become must-haves.
- Habit-forming products alleviate users' discomfort by relieving a pronounced itch.
- External triggers tell the user what to do next by placing information within the user's environment. Internal triggers tell the user what to do next through associations stored in the user's memory.
- Every behavior is driven by one of three Core Motivators: seeking pleasure and avoiding pain; seeking hope and avoiding fear; seeking social acceptance while avoiding social rejection.
- Ability is influenced by the six factors of time, money, physical effort, brain cycles, social deviance, and non-routineness. Ability is dependent on users and their context at that moment.
- Heuristics are cognitive shortcuts we take to make quick decisions. Product designers can utilize many of the hundreds of heuristics to increase the likelihood of their desired action.
- Investment in a product create preferences because of our tendency to overvalue our work, be consistent with past behaviors, and avoid cognitive dissonance.
- Clearly, it is too early to tell which among the multitudes of new wellness apps and products will emerge victorious, but the fact remains that the most successful consumer technologies - those that have altered the daily behaviors of billions of people - are the ones that nobody makes us use. Perhaps part of the appeal of sneaking in a few minutes on Instagram or checking scores on ESPN.com is our access to a moment of pure autonomy - an escape from being told what to do by bosses and coworkers.
- Mike Maples Jr., a Silicon Valley "super angel" investor, likens technology to big-wave surfing. He believes technology waves allow a three-phase pattern:"They start with infrastructure. Advances in infrastructure are the preliminary force that enable a large wave to gather. As the wave begins to gather, enabling technologies and platforms create the basis of new types of applications that cause a gathering wave to achieve massive penetration and customer adoption. Eventually, these waves crest and subside, making way for the next gathering wave to take shape."