Book Review: Hooked

Full Title: Hooked: How to Build Habit-Forming Products, by Nir Eyal

5 out of 5 stars | Read the summary on Goodreads

Hooked answers the question, "How do I build a product that sticks?" Every day we experience internal and external triggers that cause us to interact with brands. There's a reason you grab a "Kleenex," not a tissue, and "Google" something rather than "Bing" it. What makes these products so ingrained in our culture that they've become a habit?

Pair with: Influence to understand how consumers think

Eyal describes the process to forming a habit in the "hook" model: 

The book moves through each one of these sections to show how introducing various elements into your product, service, or marketing can help make your product move from episodic to a habit. If you want your products to become part of your customer's daily life, then this is a book you need to read, now.

Once a technology has created an association in users’ minds that the product is the solution of choice, they return on their own, no longer needing prompts from external triggers.

The best part about this book is the practical examples and exercises he gives along the way. What keeps us scrolling? What keeps us buying? Today, every marketer is fighting for attention amid the thousands of distractions—now habits—that dominate daily life. This book gives you a framework to make your product a habit in a way that facilitates making your customer's lives better, rather than manipulating them into buying more.

I'd recommend this to anyone that touches products, but also anyone who makes up part of the "triggers" phase—marketers like myself. 

Find your next to-read business book with the rest of my book reviews.