Hooked - Nir Eyal
Geschreven door Pieter De Moor op
Een boek over de kracht van "habit forming" products. Welke triggers zorgen voor het ontstaan van een gewoonte, hoe kunnen we hiermee aan de slag als marketeers en product developers.
Mijn score voor dit boek: 9/10
Waarom deze score? Lang geleden dat ik zo een helder uitgelegd marketingpsychologie boek gelezen heb. Dat tastbaar, concreet en digitaal interessante voorbeelden aanbracht en haarfijn analyseert.
Wat anderen zeggen over dit boek:
"A must-read for everyone who cares about driving customer engagement" - Eric Ries
“You’ll read this. Then you’ll hope your competition isn’t reading this. It’s that good.”
- Stephen P. Anderson, author of Seductive Interaction Design
Waarom Nir Eyal dit boek schreef:
Het centrale model:
Key take aways:
"Habits are defined as behaviours done with little or no conscious thought." - Nir Eyal
Variable rewards are one of the most powerful tools companies implement to hook users. Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward. Introducing variability multiplies the effect, creating a focussed staten which suppresses the areas of the brain associated with judgment and reason while activating the parts associated with wanting and desire. Although classic examples include slot machines and lotteries variable rewards are prevalent in many other habit-forming products.
Warren Buffet and his partner, Charlie Munger, realized that as customers form routines around a product, they come to depend upon it and become less sensitive to price. Which gives companies a greater flexibility to increase prices.
Evernote’s CEO Phil Libin shared some revealing insights about how the company turns nonpaying users into revenue-generating ones.
"Although usage plummed at first, it rocketed upward as people formed a habit of using the service. As usage increased over time, so did customers’ willingness to pay."
3 tips on supercharging growth:
- Users who continiously find value in a product are more likely to tell their friends about it.
- Frequent usage creates more opportunities to encourage people to invite their friends, broadcast content and share through word of mouth.
- Hooked users become brand evangelists - megaphones for your company.
A paper by John Gourville, a professor of marketing at Harvard Business School , stipulates that “many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.” Gourville claims that for new entrants to stand a chance, they can’t just be better, they must be nine times better. Old habits die hard and new products or services need to offer dramatic improvements to shake users out of old routines.
“One aspect is common to all successful innovations - they solve problems.” - Nir Eyal
Are you building a vitamin or a painkiller?
- Painkillers solve an obvious need, relieving a specific pain, and often have quantifiable markets.
- Vitamins, by contrast do not necessarily solve an obvious pain point. Instead they appeal to users’ emotional rather than functional needs.
=> Habit forming technologies are both.
Business benefits of building habits:
- Higher customer lifetime value
- Greater pricing flexibility
- Supercharged growth
- Sharper competitive edge
Habit forming products often start as nice-to-haves (vitamins) but once the habit is formed they become must-haves (painkillers).