Bestseller 2014

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“We often think the Internet enables you to do new things … But people just want to do the same things they’ve always done."

Genere: Psychology

Author: Nir Eyal

Pages 243

Year of Publish 2014

Summary of Hooked; How to build Habit-forming products

About eighty percent of the smartphone users immediately pick their phones as soon as they get up in the morning. They do not consider brushing their teeth or talking to family members or friends to be important than checking their cell phone notifications. I, too, fall into this category.

We must accept the fact that these companies have made us addicted to their products.We have become hooked, trapped, and addicted to these social media platforms. We use cell phones thinking that we will only use them for a few minutes, but as we start we use the internet for hours without even realizing it.

But how exactly does it happen?

Why are we so addicted to internet social media platforms and games? Hooked focuses on the psychological aspect of these habit forming products.

When the author worked in the gaming and advertising industries, he used to wonder at the time, "How is it possible? On the one hand, a few companies spend millions in order to in order to create their awesome products. On the other hand, a few companies sell virtual gaming products and earn millions of dollars.

Even I saw an incredible article, where it was shown as EA Sports, the game company will charge money for the "Need for Speed No Limit" the game as well as for the gasoline that will be used in the game to drive a car. After reading this, many people were angry. They were saying how stupid people can be. How will people pay for virtual items such as gasoline? This will also be provided by the game.

But to be honest, there is not much difference between them and us.And, in fact, it is nothing new, companies have long earned large sums of money, in the millions by selling virtual items under the banner of games.

As a result, your question should not be, "How can people be so stupid?" but rather, "How can people be so stupid?"

How are companies able to make millions by selling virtual goods?

What methods did they employ to make this possible?

What techniques they used and what the scientific reasoning is for these things?

How people have become so addictive to their games and products because of which people not only give their time but also agree to pay for it, and how we can learn from them.

What all we can do for ourselves and for business growth?

If you're looking for answers to such questions, then this book is for you.

As per author, the biggest reason because of which we spend hours surfing internet is nothing but our own habits which we do regularly. About forty percent of daily work is done on the basis of our habits.

By understanding it very well and with the use of one concept, big companies are able to manipulate us- and that concept is known as hook.

According to the author, every good thing passed down through the hook cycle becomes an unwilling habit and to do that, we never think about our time, money, and energy, and we can't stay without doing it.

Hence, companies use hook model in order to create habit forming product and it is made up of four parts or can say these are four phase through which we human continuously pass and becomes addictive of their products.

1) The first phase is "Trigger"

The same way a key is needed to start a car, a trigger is needed to start the hook cycle.

Trigger informs people of their next action; it serves as a reminder. For example, whenever a person gets a notification of any YouTube video, after watching that notification video people start watching other videos, this is an example of external trigger, usually there are two types of triggers.

The first is an external trigger, and the second is an internal trigger.Trigger which comes in your brain because of others not because of you then that is external trigger under this also there are different types of trigger such as 'Paid Triggers':meaning these triggers are bought such as advertisement, sms etc.

hen there are Earned Triggers, which are obtained through PR Activity and Campaign.

2) The second phase is "Action"

After getting the triggered, the second most important step to forming a habit is action. Without action, a habit can never formed, and users will take action only when they get rewarded for taking action.

The more people get rewarded for taking less action, the more they'll take action as per your preferences and the more they will form habits.

An example of this will be WhatsApp.

Earlier, for every messaging app, you needed to create a login password and ID in order to use it. Whereas on the other side, in WhatsApp, you need to register your phone number just once.After completing that one simple action, the user is rewarded with unlimited messaging.As a result of this simple and easy step and action, less brain power, and free nature, WhatsApp has become popular.

Hence, try to make the product and service as simple as you can.

3) The third phase is "Reward"

If I keep a normal fridge in front of you and ask you to open it, see what's inside, and close it,

and I request that you repeat this process until you are satisfied.So how many times will you repeat that process? Maybe you'll do it once in a while. But, what if I put new fridge in front of you every time you do the task? You will find something new inside it every time you open it.

You'll see new & different delicious foods.

So I'm sure you'll open such a fridge without my permission or saying anything.You'll do it happily and with excitement for what you'll get next. This is known as Reward. After taking any action, people expect reward, and if they don't get reward, they will not take action or will get bored.

Not only that, but if we always get the same reward as that ordinary fridge. Even so, we'll get bored quickly. As a result, it is critical that people or users receive variable and diverse rewards on a consistent basis.

For example, one of the reasons social media is so addictive is that when you enter the news feed and perform a simple action, you become addicted.When you swipe your finger across your Facebook page (feeds).By taking that simple action, you can see different things. some interesting things some uninteresting things. You are able to see images, videos, and other things by simply flicking your finger.

4) The fourth phase is "Investment"

Have you ever wondered why video games are so addictive and how people sit for hours, unaware about their surrounding?

Well, this book shares various reasons, but the biggest reason is that, while playing, people invest a lot in a game."Investment of what?" Investment is not always about money, but people invest their time and energy while increasing their virtual capabilities.

In order to increase their level, they invest so much time, energy, and effort that it becomes difficult for them to leave that game, and they keep playing it,because they feel everything will be wasted if they don't play it.

Book Review of Hooked; How to build Habit-forming products

I believe, asking "why" kindles the path to discovery. I started asking why I am so much addicted to my phone, it welcomed me with the flurry of psychological practices that beautifully blended with technology in our pockets. Hooked is my second discovery in this filed after Book Review Made to Stick

As a consumer, who is becoming very mindful of how much tech I consume. So, rather than reading as 'how to form habit forming products' , I read it, as a 'how I am getting hooked' to make sure I do not become addicted to this products. The book did a commendable job in explaining the hooked cycle. Hooked is full of data, yet managed to be a very easy read.

The author, Nir Eyal also spent enough time discussing the ethical side that is for sure a vital aspect. My professor used to say - "Humans are stupid species, it needs to be checked every now and then".

To my opinion, I would recommend this work to anyone who is curious to know why they are sitting for hours on my phone scrolling feeds.