HOOKED SUMMARY
Hooked Book Summary, the best book for making a habit-forming product for your customer. How to make the customer do auto use of your product.
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HOOKED BOOK SUMMARY |
According to a recent study, 79% of smartphone users check
their phones within 15 minutes after waking up. An average person checks their
phone 52 times which can go up to 150 times in case of millennials.
But why?
How do these seemingly innocent apps change our entire
lifestyle?
The truth is we are addicted to these apps and if you notice
all the successful products are part of our habits that is the reason why they
are successful.
So in this blog, we will have a look at how you can build
successful products using Habit-Forming
Techniques and if you're interested in building your own products then too
keep reading so you can be aware of these techniques and save yourself from
being addicted.
Most habit-forming techniques us the Hook Model. Hook Model
has 4 phases:
1. Trigger
2. Action
3. Variable
4. Investment
1. Trigger
2. Action
3. Variable
4. Investment
The more the user repetitively passes through this hook
model the stronger their habits become. We will try to understand each phase one by one.
1 The First Phase of the Hook Model is Trigger:
A trigger is a thing which excites you to take action. There are two types of triggers;
(a) External Trigger
(b)
Internal Trigger
Suppose you got a notification from Instagram which triggers
you to open the app. This is an External Trigger because in this case, someone
from outside is triggering to take action.
External Triggers are also of four types:
(a) Paid
Trigger - Which is bought by companies
with money like advertisements.
(b) Earned trigger – The trending section of the play store is
an earned trigger for those apps because it is getting them downloads.
(c) Relationships Trigger – In which a person recommends a
product to their friends and triggers them to use it.
(d) Owned Trigger – If you install an app on your phone then
the app will remain on your phone forever.
So whenever you look at the icon you are triggered to open the
app. These all are external triggers that are outside. But a trigger more
powerful than this is an internal trigger.
Internal Trigger:
In which your brain triggers you to take action. Your Emotions, especially the negative ones are powerful internal triggers. If you are feeling bored you instantly start watching videos on YouTube.
Whenever you feel lonely you instantly open Instagram. These
apps first triggered you externally repetitively and now they don’t have to do
anything now your mind is triggering you take actions.
Second Phase of the Hook Model in Action:
The Second Phase of the Hook Model in action. The action includes behaviour after getting triggered. Any behaviour required 3 ingredients
1. Motivation
2.Ability
3. Trigger
1. Motivation
2.Ability
3. Trigger
Let’s see an example;
Suppose your phone is ringing so your generic behaviour will
be to pick up the call and talk to the person. But suppose the call from a
banker who will try to sell you a CREDIT CARD then you will have no motivation
to talk to the person and you will not attend the call.
Now suppose your phone is stuck in a bag then if you want
you won’t be able to pick up the call.
Suppose your phone is on silent mode then because there
is no trigger you won’t even come to
know about the call.
This is how motivation, action, and trigger all three are
necessary for behaviour.
B = MAT
If you want users to signup on your website then one option
could be to make users fill the form with name, email, and password or you could
add login with google, login with Facebook to the page with which users can
sign up in one click.
The action becomes so simple in the second option that, The user will do it without thinking.
To initiate action. Doing should be easier than thinking.
Now let’s understand the third phase of the Hook Model which is
variable Reward.
The Third Phase of a Hook Model is Reward:
Suppose you are given a fridge that has a lot of tasty food
then how many will you open the fridge? 10 Times? 20 times?
After this, you will be bored because you are getting the
same thing every time. But suppose you get a fridge which has a different dish
every time you close and open the fridge.
Now you will keep opening the fridge because you will get
something new every time. Sometimes what you like sometimes what you dislike
but because of the surprise element, you will be forced to open the fridge.
Related: Wrong Time Start to Business
In this way, your product should have variable rewards, like when you are scrolling memes on Facebook, every, the meme is not funny but in find, good memes in between you keep scrolling endlessly.
The last phase of the Hook Model is Investment:
Suppose the user takes an action after the initial trigger
and gets a reward but why would someone use the product again?
For that, you have to make the user invest in your product.
Investment should not be necessarily money it can be anything data, time, skill
etc.
Suppose you use Spotify to listen to music and you have marked
all your favorite songs then because you have invested your the time you will not
switch to any other app otherwise, you will have to do it again.
Another Example;
If you use an android phone then it is difficult to switch
to iOS because of your purchases.
In this way when the user passes through all four phases then
your product will become a part of their habits and chances are your product
will become successful.
There were some of the important points from Nir Eyal’s Book
Hooked.
1. Habit-Forming Products Win
2.
Hook Model
3.
External & Internal Trigger
4.
B =MAT
5.
Variable Rewards
6.
Make Users Invest in your product
If you have any product related business or
planning to start one then you should definitely read this book.
Every Success People are Being Success Because of their Habits.
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3 Comments
Nice article
ReplyDeleteThanks Pankaj
Delete👍👌
ReplyDelete