Highlights - Hooked

"Companies increasingly find that their economic value is a function of the strength of the habits they create."

"Companies leverage two basic pulleys of human behaviour to increase the likehood of an action occuring: the ease of performing an action and the psychological motivation to do it."

"What distinguishes the Hook Model from a plain vanilla feedback loop is the Hook's ability to create a craving."

"Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward. Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgement and reason while activating the parts associated with wanting and desire."

"Inviting friends, stating preferences, building virtual assets, and learning to use new features are all investments users make to improve their experience. These commitments can be leveraged to make the trigger more engaging, the action easier and the reward more exciting with every pass through the Hook cycle."

"Neuroscientists believe habits give us the ability to focus our attention on other things by storing automatic responses in the basal ganglia, an area of the brain associated with involuntary actions."

"CEOs and their management teams are evaluated by their ability to increase the value of their stocks. Management's job, in the eyes of shareholders, is to implement strategies to grow future profits by increasing revenues or decreasing expenses."

"Users who continuously find value in a product are more likely to tell their friends about it. Hooked users become brand evangelists."

"Users also increase their dependency on habit-forming products by storing value in them- further reducing the likelihood of switching to an alternative. The nontransferable value created and stored inside these services discourages users from leaving."

"For new behaviours to really take hold, they must occur often."