To initiate (user) action, doing must be easier than thinking. Nir Eyal More Quotes by Nir Eyal More Quotes From Nir Eyal Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it. Nir Eyal motivation ease two Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves. Nir Eyal habit products nice Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions. Nir Eyal marketing emotion links Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously. Nir Eyal next action thinking For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain. Nir Eyal degrees pain action Products with higher user engagement have the potential to grow faster than their rivals. Nir Eyal rivals engagement faster Why not live now instead of someday? Nir Eyal someday why-not Like flossing, frequent engagement with a product, especially over a short period of time, increases the likelihood of forming new routines. Nir Eyal flossing engagement increase Habit-forming products alleviate users' pain by relieving a pronounced itch. Nir Eyal alleviate habit pain Users who continually find value in a product are more likely to tell their friends about it. Nir Eyal users values products User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies. Nir Eyal company advantage habit If users are not doing what the designer intended (when users are investing time, effort, etc in your product), the designer may be asking them to do too much. Nir Eyal investing effort asking The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief. Nir Eyal creating pain goal You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do. Nir Eyal different want people The aim is to influence customers to use your product on their own, again and again without relying on overt calls to action such as ads or promotions. Nir Eyal influence use action As fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power Nir Eyal real commitment thinking Brainstorm new interfaces that could introduce opportunities or threats to your business. Nir Eyal introducing threat opportunity Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social acceptance and avoid rejection Nir Eyal rejection pain acceptance Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new. Nir Eyal company innovation failing When designers intentionally trick users into inviting friends or blasting a message to their social networks, they may see some initial growth, but it comes at the expense of users' goodwill and trust. When people discover they've been duped, they vent their frustration and stop using the product. Nir Eyal frustration growth people
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