Book Review: Hooked

Nir Eyal
Hooked: How to Build Habit-Forming Products

Easy-to-read, insightful, and practical book on the Hook Model, a 4-step process to build customer habits. Habit-forming products have competitive advantage since the first-to-mind solution typically wins.

Nir's Hook Model consists of 4 stages:

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

Triggers activate behaviors. They can be external, such as email, or internal that emerge inside users' minds. Triggers reduce the thinking required to take the next step.

Actions are behaviors done in anticipation of the reward. Nir provides the following formula: B=MAT

  1. The user must have sufficient Motivation
  2. The user must have the Ability to complete the desired action.
  3. A Trigger must be present to activate the behavior.

Variable Reward rewards users by solving their problem. It creates desire. Nir idenitifies 3 types of rewards:

  1. Tribe (social rewards)
  2. Hunt (the need to acquire physical objects)
  3. Self (intrinsic motivation)

Investment increases chances that users will keep using the product and start another Hook cycle. The more users invest their time and effort into a product, the more they value it.

I highly recommend Nir's book to anyone involved with product design and development. The book provides a structured framework for how to build successful products and includes many useful tips and insightful examples. Happy reading!

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