‘Hooked: How to Build Habit-Forming Products’ – Book review

hooked

 

Marketing is Psychology, more than anything else. Nir Eyal, author of ‘Hooked: How to Build Habit-Forming Products’ provides a framework for building great products using concepts that lie at the intersection of psychology, business and technology. He calls it the ‘Hook’ model and presents us with his years of research and practical experience. There are common patterns across successful products that force us to come back again and again, and unknowingly the usage becomes a habit. Eyal discusses these patterns through some extremely popular products like Facebook, Twitter, Pinterest, Instagram.

The framework is extremely useful for Product managers, designers, marketers; in fact anyone and everyone who has an idea that they believe can help alleviate a problem. I particularly liked the concept of variable rewards (one of the stages in the four-fold model), which adds the surprise factor. Be it Facebook, Twitter or any other product that you use multiple times in a day, the variability adds to the usage.

The writing is insightful. There are plenty of case studies and examples sprinkled throughout the book that does not make it a monotonous and boring read, which books of this genre typically risk falling into. Don’t use it as a textbook. Instead, try to understand the patterns the author brings out.

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