- Format: Kindle Edition
- File Size: 10608 KB
- Print Length: 243 pages
- Publisher: Penguin (4 November 2014)
- Sold by: Amazon Asia-Pacific Holdings Private Limited
- Language: English
- ASIN: B00NW01MKM
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Customer Reviews: 1,534 customer ratings
- Amazon Bestsellers Rank: #488 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Hooked: How to Build Habit-Forming Products Kindle Edition
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"With concrete advice and tales from the product-development trenches, this is a thoughtful discussion of how to create something that users never knew they couldn’t live without."
“A must read for everyone who cares about driving customer engagement."
—Eric Ries, author of The Lean Startup
“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
“The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject.”
—Rory Sutherland, Vice-Chairman, Ogilvy & Mather
"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 Designing for Behavior Change --This text refers to an alternate kindle_edition edition.
About the Author
--This text refers to an alternate kindle_edition edition.
To learn more or to get in touch with Nir, visit nirandfar.com
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Mincing no words, this book is really about messing with your head (the new age fad of companies like facebook, twitter, instagram, pinterest, and amazon/google as well). The central idea is to play mind games and keep you addicted to services offered by these companies (free ofcourse) and basically raise/tend/ream you in this walled garden keeping you captive (without your acknowledged consent). I recall reading several moons ago how some of the people who were founders of companies of making products have now called time and fear what they have unleashed.
Classical marketing has used tools but they never breached the realm of manufacturing consent without your express approval. The ideas presented in print and TV were subtle. What products offered by the said companies are full on invasion of your privacy and your mind. The level to which these companies understand you (and what makes you tick!) is mind boggling.
My opinion said (which aligns with the central premise of the book), I am only first couple chapters through and will come update this review in due course.
This book will not only allow you to come up with ideas but will also tell you how do get attached to some of world's influencial products and companies.
Every budding entrepreneur should read this once in a lifetime.
Take smartphones, for example. The fact remains we are hooked to them such that we pick them up instinctively. The urge to check our social media feed for a few minutes only to realise we are still scrolling an hour later is how these platforms have engineered a habit in us.
The products and services we use habitually alter our behaviour to ‘hook’ us to them so strongly that we tend to overlook its competitors, though they may be better. These hooks can be found in almost every experience that burrows into our mind and wallets.
How can you create such a ‘habit-forming product to hook your customer?
The author explains that the first step to understanding the Hooked Model is to understand the habit zone: Why are habits important and how do they benefit your product. As he then elaborates, there are four steps to the Hooked Model:
3. Variable Reward
While the book demonstrates the model’s concept using examples from well know tech companies, the fundamentals are applicable to all product types. The idea is to use this model to ask the right questions pertaining to your product and its customer.
The Hooked model will not only help the product creator generate a prototype for habit forming technology, it can also be used to uncover potential weaknesses in an existing product’s habit forming potential. All these, together, improve your product’s marketability and performance.
As Nir Eyal says, “We often think the Internet enables you to do new things … But people just want to do the same things they’ve always done.
Nir answers these simple questions through a simple Hook Model - a four step process that when embedded into products elicits positive user behavior and customer engagement with the product without the need of 'shouting-from-the rooftops-advertising'. Drawing insights from popular research into consumer and human behavior, Nir has sought to answer the engagement question through practical anecdotes and a simple step-by-step process for building sticky products.
Practical, actionable and with riveting anecdotes on popular products and the behind the curtain insights that they use, Hooked is a must read for any Product Manager, consultant, start-up founder designer and marketers alike.
Top international reviews
I however read it as a consumer, who is becoming very mindful of how much tech I consume. So rather than read it as a 'how to' guide, I read it as a 'what to look out for' guide to make sure I use the internet productively.
It didn't disappoint. It was full of data, yet managed to be a very easy read.
The author also spent enough time, for me, discussing the ethics of persuasion for me not to be too concerned that this book will be used for nefarious reasons (though I am sure bad people will be able to use it to create addictive tech).
Either way it's important for the wider world to know these things
Plus he goes into some of the BJ Fogg material about behaviour and technology, which I think is handy.
Recommend? Yes, to a point. But I think it’s worth reading against some of this stuff too, perhaps balance with a bit of Jaron Lanier or Adam Greenfield or Carl DiSalvo? I reckon that’s the ticket.
Eyal explains how products are addictive, with a simple four-step model:
- Trigger -What internal trigger is the product addressing or what external trigger gets the user to the product?
- Action – What is the simplest behaviour in anticipation of reward?
- Reward – Is the reward fulfilling, yet leaves the user wanting more?
- Investment – What ‘bit of work’ is done to increase the likelihood of returning?
For each stage of the model, there is an explanation of the science behind with some real-world examples of how these are implemented in products we all know.
The great news is that the science is simply explained, and not too academic – and at the end of the chapters there is a list of key takeaways coupled with some practical actions you can take to help the design of your product.
Later in the book, there is a chapter that deals with the ethical concerns of building an addictive product and an excellent case study of how to apply the theory in a real-world situation.
Hooked is concise enough that it can be read in a couple of days, but comprehensive enough that you can walk away with a clear understanding of how products become addictive, and how you can design products that people cannot put down.
I’d highly recommend Hooked to anyone that is looking to increase customer engagement with their product.
Billion pound valuations have been drummed up for companies such as Whatsapp, Snapchat and Instagram without taking a penny, because these apps were to become so heavily engrained into peoples lives. Attention comes first, monetisation second. These wild valuations come from the ability these apps have to make consumers use them everyday, all the time, with minimal conscious prompting. The book helps to establish the process apps go through to get to this habit forming status, following a ‘trigger’, ‘action’, ‘reward’, ‘investment’. It takes all four to create a habit forming product and have a longevity to success.
The book describes the reward elements that drive our actions. The needs of the self, the tribe, and the hunt. It puts many everyday things into perspective and gave me a greater understanding us to why we act as we do. I found this aspect particularly eye opening.
Overall I found this book extremely useful, and look forward to referencing it in the future. Highly recommend.
This book is written in simple terms and supported with relevant examples as well as historical research to take many points home.
Nir does an amazing job in sharing all the insights he has gathered in the past 2.5 years and turns it into a fascinating read (first book I finished in under 24 hours).
p.s. this could be a great gift to all those young teens wanting to be UX designers or are addicted gamers :)
Some ideas in here are great for enhancing replay but, I would draw the line at using the techniques to effectively bleed your audience dry of their cash especially if your audience consists of young children and teens.
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.
I blogged about the book here too. https://medium.com/@gr33ndata/hooked-how-to-build-habit-forming-products-9458f0ef38e6
I’m guessing, but because he used current trend industry examples people wanted to hear if he had something new to say.
Relieved. He didn’t.
Otherwise I could have wasted my time reading the whole book only to be let down at the end.
This book started to ferment my brain with many ideas, some for my current projects and a new really good project.
I think the ethical way that the author try to convince you to do the things are an important part of the book. Like he said in the book, the knowledge he is sharing is very powerful and could be used both for good and evil.
It is a kind of book that everyone should read because it shown how the industry try to manipulate user habits.