- Hardcover: 256 pages
- Publisher: Portfolio Penguin (6 Nov. 2014)
- Language: English
- ISBN-10: 0241184835
- ISBN-13: 978-0241184837
- Product Dimensions: 13.8 x 2.6 x 20.4 cm
- Average Customer Review: 4.6 out of 5 stars See all reviews (90 customer reviews)
- Amazon Bestsellers Rank: 1,373 in Books (See Top 100 in Books)
Hooked: How to Build Habit-Forming Products Hardcover – 6 Nov 2014
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A must-read for everyone who cares about driving customer engagement (Eric Ries, author of The Lean Startup)
The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject (Rory Sutherland, Vice Chairman, Ogilvy & Mather)
The book everyone in Silicon Valley is talking about (Boris Veldhuijzen van Zanten, founder of The Next Web)
Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will (Matt Mullenweg, Founder of Wordpress)
You'll read this. Then you'll hope your competition isn't reading this. It's that good. (Stephen P. Anderson, Author of 'Seductive Interaction Design')
Nir's work is an essential crib sheet for any startup looking to understand user psychology. (Dave McClure, Founder 500 Startups)
When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user. (Andrew Chen, Technology Writer and Investor)
I've learned a great deal from Nir, and you will too. He'll help you design habits to benefit your users, and your company. (Dr Stephen Wendel, author of 'Designing for Behaviour Change')
If you're serious about designing seductive products that sell, Hooked is the only psychological toolkit you'll need (Nathalie Nahai, Web Psychologist and best-selling author of Webs Of Influence: The Psychology Of Online Persuasion (Pearson))
Draws on behavioural economics and neuroscience to examine why some products, games and television shows become habits, while others sink. This is useful knowledge for entrepreneurs, marketers and designers ... crucial to generating followers, viewers, consumers and revenues. It is also of wider significance (Financial Times Business Education)
Gives an overview of one of the most interesting battles in modern business: the intense competition to create new digital products that monopolise people's attention (Schumpeter The Economist)
Principles derived from behavioral science play an increasing role in software design ... Among the most influential is Nir Eyal, an entrepreneur turned user-experience guru who has become Silicon Valley's most visible advocate of habit-forming technology (MIT Technology Review)
A must read for anyone looking to start a company or develop a product. It provides four actionable steps to attract users and to ensure that they continue to come back. (Firas Kittaneh Entrepreneur)
About the Author
Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business, the Hasso Plattner Institute of Design, and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.
--This text refers to an out of print or unavailable edition of this title.
To learn more or to get in touch with Nir, visit nirandfar.com
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Top Customer Reviews
Written in a friendly manner it is an easy read that outlines the characteristics of the hook model, the features that can make a product truly habit forming. The model is backed up by many examples from some of today's leading online products - Facebook, Twitter, Pinterest etc.
It has practical advice you can start acting on immediately. This has allowed me to identify exactly what areas I can work on to look to increase the number of regular active users for my product. Will I get more active users? Only time will tell. But if I don't I know it will be because the product just isn't what people want, and not down to bad advice from the book.
Short of developing a fiendish contraption that squirts sticky glue in their hands, you will need a good product idea, great implementation and maybe a book like this to dispense a bit of guidance.
Here the author sets out to show you how to develop and create habit forming, sticky, engaging products through the so-called “Hook Model” - a four-step process that subtly encourages and shapes customer behaviour. This is a short book that cuts to the chase. Eight chapters which define the “Habit Zone”, the trigger, action, reward and investment phases along with a look at how you may implement things and a case study and watching brief. Clearly this reviewer cannot test and implement the strategies (there are reviews to write) but the author certainly appears to have hit the nail on its head. In many things we are hooked or, as psychologists call it “automatic behaviours triggered by situational cues” (stuff we do without realising it).
The author notes that customers can be hooked without expensive marketing or advertising. You just need to engage, get traction and get people talking, sharing and using the product. It need not be viewed as unethical or somehow bad (after all, it is not selling heroin). Your world won’t end in a mass of pain and struggle if you really do put down your smartphone, stop taking a certain brand of coffee or change your habits or allegiances from product X to Y. Not all habits are intrinsically bad. It is a case of perspective. This is not a shortcut, instant just-add-water tool that will give you success and allow you to take over your market. You still have a lot of work to do but you will be better informed and able to take more conscious, focussed decisions.Read more ›
1. A Trigger attracts consumer attention and creates initial interest such as the aroma of fresh-brewed coffee.
2. Consumer takes Action to learn more about what is offered, often by clicking on a website link or calling a toll-free number.
3. The Variable Reward offers several possibilities to attract as many different people as possible (e.g. a state lottery).
4. The last phase, Investment, illustrates that people who assemble furniture (e.g. IKEA) attach greater value to it than they would if it were already assembled.
As in residential real estate and the chestnut that suggests "for every house there's a buyer," I am convinced that, for those in need of forming and then sustaining tight customer relationships, "for every book there's a reader." Who knows? For some who read this review, the "Hook Model" may be exactly what they need.
Eyal uses the framework of Triggers, Actions, Variable Rewards and Investments to show how users are first made aware of their own need to use your product (their "itch"), then what you need to do in the way of actions to respond to those triggers, how you need to continually improve and change the rewards you give users in return for their use of your product and finally what and how users will invest their own time / energy / resources in order to get more from their own use.
This is a great reference, and I'll be going back to this for years to come.
Most Recent Customer Reviews
Nir delivers a clear, simple, full of examples recipe of product people can't stop using.
You can see that magic has no place here: all of these have been thought through and... Read more
A great read and a must for just understanding how we are wired for marketing persuasion tacticsPublished 1 month ago by Jan
Simply excellent for anyone involved in marketing or product development. The sort of book you should read twice.Published 2 months ago by W. Kennard
Good and easy to read. Basically one concept with lots of examples. Explains how it works and how it can be applied.Published 3 months ago by Mr.SuperBrain
Really great read. An interesting insight to the hook model, how people react to input and how to make people react.Published 3 months ago by Rasmus Christensen
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