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Hooked - Nir Eyal
Nir Eyal
Penguin
£11.99

Hooked: How to Build Habit-Forming Products

“A must-read for everyone who cares about driving customer engagement.”
Eric Ries, author of 'The Lean Startup'
 
How do successful companies create products people can’t put down?

Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?

Nir Eyal answers these questions (and many more) by explaining the Hook Model – a four-step process embedded into the products of many successful companies, from iPhone to Twitter, Pinterest to the Bible App. It subtly encourages customer behaviour, bringing users back again and again without depending on costly advertising or aggressive messaging.

Based on Eyal’s years of research, consulting, and practical experience, Hooked is the book he wished had been available to him as a start-up founder. It’s written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour.

Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described inHooked to motivate and influence users. He has taught 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.