You have to read lots of books to find the occasional gem. Hooked by Nir Eyal is one of the few great business books. It answers the fundamental and intriguing question:
Why don’t you ever see advertising from Facebook, Google, Linked In, Twitter or Instagram?
In its simplest form the answer is easy – they have a habit forming service that solves the users pain better than the alternatives.
Change creates opportunity
•You can no longer place lots of display advertising to occupy a space in peoples minds. Media is very fragmented so there is a lot of waste and it can be very expensive.
•People are giving brands less and less attention:
•There's more choice than ever before
•There's more marketing messages than ever before
•Peoples lives are busier than ever before
•Devices to access the internet are getting smaller and smaller
PC- laptop- tablet- smartphone-wearable
So what do these habit forming brands do?
Habit forming brands have worked out how to make consumers form new habits.
•They connect the users problem with their solution frequently (many times a week) to create habit forming products.
•They know, just like the old fashioned advertisers that money follows engagement because engagement keeps you top of mind.
•They also consistently think of the users pain, if there isn’t pain, there isn’t a problem and there isn’t a need for the solution.
Nir reminds us that the goal of a product or service is to satisfy a need and that marketing tactics should convert internal triggers in the customers mind into external triggers that they can take action on. They then get a reward for their action which triggers them to come back multiple times and often increase their investment of money and time. They also invest their personalise reputation by telling others. In other words, word of mouth which is the most powerful marketing tool available.
This is a must read book for all entrepreneurs.
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From the Publisher
Hooked: How to Build Habit-Forming Products
Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us? Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Hooked is based on Eyal's years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder - not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour. Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest and the Bible App.
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 and 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.
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