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Nir Eyal

Hooked: How to Build Habit-Forming Products Hardcover – 2019

by Nir Eyal (Author)

1,472 ratings

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PART OF - 100 leadership & success books to read in a lifetime

In Hooked, Nir Eyal reveals how successful companies create products people can't put down - and how you can too

'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

Winner of best Marketing book in 800-CEO-READ Business Book Awards 2014

'The book everyone in Silicon Valley is talking about' Boris Veldhuijzen van Zanten, founder of The Next Web

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. Through consecutive "hook cycles," these products bring people back again and again without depending on costly advertising or aggressive messaging.

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.

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.

Ryan Hoover's writing has appeared in Tech- Crunch, The Next Web, Forbes, and Fast Company. After working on Hooked with Nir Eyal, Hoover founded Product Hunt, a company that has been described as "the place to discover the next big things in tech."

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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)

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.

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Product details

Hardcover: 256 pages
Publisher: Portfolio Penguin; Latest Edition edition (2019)
Language: English
ISBN-10: 0241184835
ISBN-13: 978-0241184837
Product Dimensions: 13.8 x 2.6 x 20.4 cm
Customer Reviews: 1,472 customer ratings
Amazon Bestsellers Rank: #791 in Books (See Top 100 in Books)
- #17 in Humanities
- #20 in Business & Finance
- #6 in Psychology (Books)

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By Habit-forming Products, it means only Facebook/Twitter/Instagram kind of products

Reviewed in India on 27 October 2018

Format: HardcoverVerified Purchase

This book is aimed at a very narrow sliver of products and the title is way too broad (bait?) I realized this painfully after buying the book and starting reading the first few pages (unfortunately, no try before you buy on amazon for me!). When the back flap says everybody in silicon valley is talking about it - and reading the title it would appear this book applies to all products.

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.

38 people found this helpful

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Amazon Customer

Decent

Reviewed in India on 30 August 2018

Format: HardcoverVerified Purchase

It's a good book, with quite an interesting theme that dwells into a complete step by step procedure of how some ideas make it big and how others don't. The only issue I have is that although the author makes a lot of points and gives a vairiety of facts, but somehow when it comes to backing them up with examples he's only stuck at 3: Instagram, Linkedin and Pinterest. All throughout the book you'll just keep on coming back to these 3 ideas only. It would have been nice had he talked about more comapanies, maybe even lesser known ones and cite examples from there to keep people engaged more.

9 people found this helpful

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YOGESH

Five Stars

Reviewed in India on 6 June 2018

Format: HardcoverVerified Purchase

Good book

13 people found this helpful

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Amit

Must have book for budding entrepreneurs

Reviewed in India on 28 January 2018

Format: HardcoverVerified Purchase

I have read half of it till now but I must say this is the best book if you don't know how to come up with a business ideas.
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.

6 people found this helpful

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Ashima Jain

A valuable read for those involved in product development.

Reviewed in India on 14 March 2020

Format: Kindle EditionVerified Purchase

Why do some products capture our attention while others don’t? What makes us return to one particular product over and over again? What does habit have to do with choice?

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:
1. Trigger
2. Action
3. Variable Reward
4. Investment

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.

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Harika Devineni

Excellent

Reviewed in India on 2 February 2019

Format: HardcoverVerified Purchase

Here the solution to built habit-forming products

6 people found this helpful

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Shreya Kejriwal

Great Read in Non-Fiction

Reviewed in India on 27 May 2019

Format: HardcoverVerified Purchase

“Build a product that you would use which could materially improve lives of others” - this mantra is not only morally superior but leads to more sustainable business. I’d rate it among the best reads in non-fiction in recent times. Using examples of iPhone, Twitter, Pinterest and even the show ‘Breaking Bad’, Nir Eyal articulates how to form build habit-forming products using variable rewards.

3 people found this helpful

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Varun Bakshi

Hooked to this Book!

Reviewed in India on 8 December 2018

Format: HardcoverVerified Purchase

There’s no doubting that in this digital age, all of us are ‘Hooked’. But what does it take to build products that users consistently come back to? Nir Eyal’s fascinating Hook Model walks readers through a 4 step process - Trigger, Action, Variable Reward and Investment - to build habit-forming products. An easy-to-read, insightful book!

3 people found this helpful

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Top international reviews

Bazzy Wazzy

A guide to how you are being manipulated

Reviewed in the United Kingdom on 2 May 2017

Format: HardcoverVerified Purchase

This book is largely aimed at entrepreneurs and tech people, for obvious reasons.

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

32 people found this helpful

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Graeme

It’s okay, if ...

Reviewed in the United Kingdom on 19 June 2019

Format: Kindle EditionVerified Purchase

... your thing is designing products that users can’t tear themselves away from. It feels like it was written before the current brouhaha about social media - the perils thereof. And that’s fine. Designers need to do that and all. I think, though, that I’m at a place where I want to look at tech differently, not in the language of disrupters and innovators and business, but as a thing that adds value - and not social media value - real value to humanity, whether at micro or macro level. I’m not sure this is really the book to give that part of you some cud to chew. But it offers lessons regardless of where your heart lies as a designer or indeed entrepreneur. And, as a slow reader myself, it’s not especially taxing in terms of time taken to read.

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.

9 people found this helpful

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Matt Rutherford

A great explanation of what makes products addictive, and world beating...

Reviewed in the United Kingdom on 1 February 2018

Format: Kindle EditionVerified Purchase

This is an excellent primer on the ‘value unit’, the individual nugget that fuels the network effect, and helps explain what makes some products world-beating.

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.

10 people found this helpful

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StandiMC

Habit Creation Bible

Reviewed in the United Kingdom on 30 September 2016

Format: HardcoverVerified Purchase

Hooked is based around the four step process that causes products, apps to become habit forming. The battle most tech companies now face is the battle for consumer’s attention. The vast majority of the population now carry round with them a device that triggers their attention, businesses and services can get them thinking or acting in desired ways around the clock.

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.

6 people found this helpful

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Dot

Hooked from the start!

Reviewed in the United Kingdom on 8 August 2017

Format: HardcoverVerified Purchase

DO NOT READ THIS BOOK... unless you want to know exactly how companies guide today's designers (aka growth hackers) to 'manipulate' their end users in the fight over web traffic, time spent on page and app addiction.
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).

MOSTLY RECOMMENDED!
p.s. this could be a great gift to all those young teens wanting to be UX designers or are addicted gamers :)

Enjoy

7 people found this helpful

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Peter Dwyer

An interesting read but, use it's techniques with caution.

Reviewed in the United Kingdom on 22 March 2015

Format: Kindle EditionVerified Purchase

This is a good book about how to make your game more long lived however, I would exercise a note of caution in this regard as some of the techniques discussed border on trying to turn your audience into what amounts to junkies for your game. Constantly plowing their spare time and money into it and always looking for their next play session.

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.

2 people found this helpful

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Jonathan Slobom

Hooked by Nir Eyal is one of the few great business books

Reviewed in the United Kingdom on 4 March 2016

Format: HardcoverVerified Purchase

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.

One person found this helpful

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tom allen

Great read

Reviewed in the United Kingdom on 2 June 2019

Format: Kindle EditionVerified Purchase

Really enjoyed this book. Uses lots of real life examples how winning products and services have been built by using humans behaviour, why some worked but couldn't keep users interested, and why some just were set up to fail. Great book. Thanks Nir.

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andypandy

Life changing

Reviewed in the United Kingdom on 24 January 2018

Format: HardcoverVerified Purchase

This book is nuts.. quite literally changed my life. Opened the door to how companies have created habits and addictions in peoples lives for their products. Since then I've gone on to read the power of habits.. real rabbit hole of how companies have been using psychology to create habits with products since the turn of the 20th century with Presodent toothpaste. Scary!

2 people found this helpful

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Gary MacDonough

Hooked on Hooked

Reviewed in the United Kingdom on 19 January 2015

Format: HardcoverVerified Purchase

I initially heard about Hooked via a Mobile Academy evening class towards the end of last year in London. I noticed several people on the course were reading the same yellow book and were evangelical about how useful it was. Needless to say I'm glad I took up their recommendation as the contents are invaluable! Hooked contains some fantastic case studies from Instagram to Bible apps and has provided me and my team with some great ideas for improving our product. If you are not using the phycological toolkit detailed in Hooked within your product then you will never be able to compete with the big boys. It also comes with a series of exercises at the end of each chapter which helps cement and tailor the learning to your own product. As for the book it is very easy to read and i've made it compulsory reading. Highly recommended.

One person found this helpful

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Tarek Amr

Trigger, action, variable reward and investment.

Reviewed in the United Kingdom on 21 July 2014

Verified Purchase

I follow Nir's blog already, and was waiting for this book to be published to get it. Like you, you might be aware of the Hooked Model discussed in the book from his blog posts, yet the book explains the stuff mentioned in the blog posts in more details. Also the example and case studies given in the book puts you in the shoes of those entrepreneurs and how they keep the users of their products hooked. I recommend this book if you are an entrepreneur or just into behavioral psychology.

I blogged about the book here too. https://medium.com/@gr33ndata/hooked-how-to-build-habit-forming-products-9458f0ef38e6

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Pedro Eugenio Antunes

Do you want to know how you are manipulated?

Reviewed in the United Kingdom on 16 January 2015

Format: HardcoverVerified Purchase

I don't remember how I get this recommendation, probably from someone who I follow on twitter. I started to read the book and I was not happy until finish it.
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.

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Chris

A wannabe new age guru

Reviewed in the United Kingdom on 22 November 2019

Format: HardcoverVerified Purchase

Hooked. The first chapter reveals a diagram which the author believes is groundbreaking, utterly flawless in its simplicity, so much so he managed to convince a multitude.
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.

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Ash

Great book, very accessible to those without prior psychology and business knowledge. A must read.

Reviewed in the United Kingdom on 18 January 2016

Format: HardcoverVerified Purchase

Got recommended this book by several people from events I've attended and it didn't disappoint. After recently co-founding a tech start up with almost zero business experience, this book gave a deep but accessible insight into how your product needs to be designed in order to be something people will want to use regularly. This has had a direct influence on the way we've developed our own product. A must read for anyone who has created or is thinking about creating their own product.

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Cosmin Lapovita

Good book/science on why and how people get "manipulated" to ...

Reviewed in the United Kingdom on 26 February 2015

Format: HardcoverVerified Purchase

Good book/science on why and how people get "manipulated" to use sevices/products (and confirmed my own theories) on Facebook/Smartphones / Gambling (stuff that i find idiotic but the sheeps love them). You can use this book FOR GOOD or for EVIL. I read it for learning how to protect myself + to use it in my marketing efforts for good products.

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