NIR EYAL + ETHOS3 PRESENT:

“Economic value is a function
of the strength of habits a company creates.” ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL -NIR EYAL

Let’s see it in action
through Sarah, an avid Pinterest user... ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah wasn’t always hooked: Pinterest
manufactured desire in her. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

It all started with a...
ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

The first part of a
Hook is called the Trigger. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Triggers come in types: ADAPTED
FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah was intrigued by a
photo of Pennslyvania she saw on Facebook... ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

This external trigger alerted her
by giving her information for what to do next. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

After successive cycles through the
Hook, Sarah will be cued by internal triggers like boredom. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

After the Trigger comes the
Action. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah followed the beautiful photo
she saw to a site called Pinterest. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

She now sees all sorts
of interesting images of things to see and do on her trip. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

She’s rewarded by something interesting
with each scroll, sort of like pulling on the handle of a slot machine. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah enters a sort of
hunting state on Pinterest by scrolling through the “reward phase” of the Hook. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Now it’s time for the
“investment phase” of the Hook. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah is sharing Pins, adding
friends, creating Pinterest boards, gaining followers, and learning new site features. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

With every investment, Sarah increases
her likelihood of using Pinterest in the future. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Sarah’s “investments” in Pinterest: Loads
the next trigger by sending her messages to return in the future. Makes the site more valuable with use. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

Through repeated Hook cycles, Sarah
forms a Pinterest habit. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

If used for good, Hooks
can enhance our lives. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

For Example, Sarah meets and
connects with others and learns new things. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

But manufactured habits can also
be time wasters we regret later. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

It’s important to understand how
we get Hooked so businesses can build healthy habits. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

And customers can prevent unwanted
manipulation. ADAPTED FROM HOOKED: HOW TO BUILD HABIT-FORMING PRODUCTS BY NIR EYAL

TO LEARN MORE READ: SUBSCRIBE
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THIS DECK WAS DESIGNED BY:
ETHOS3.COM | AWARD-WINNING PRESENTATION DESIGN AND TRAINING