Hello, friends, we are going to read hooked book summary 2020 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 post, we have to look at how you can build successful products using habit-forming techniques and you are not interested in building your own products then read so you can be aware of these techniques and save yourself from being addicted.
Most habit-forming techniques use the Hook Model.
Hook Model has 4 phases: Trigger, Action, Variable Reward, and 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.
The trigger is the thing that excites you to take action. There are two types of triggers: External and Internal.
Suppose you got a notification from Instagram which triggers you to open the app.
This is an example of External triggers because in this case someone from outside is triggering to take action. External triggers are also of four types. First, paid trigger which is bought by companies with money. Like, advertisements.
Hooked Book Summary 2020
The trending section of the play store is an earned trigger for those apps because it is getting them downloads. Third, Relationship triggering in which a person recommends a product to their friends and triggers them to use it.
And fourth is 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.
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.
The second phase of the Hook model is action.
The action includes behavior after getting triggered. Any behavior required 3 ingredients:
Motivation, Ability, and Trigger. Let’s see an example.
Suppose your phone is ringing so your generic behavior 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 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 in 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 behavior. 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, log in 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 a variable 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 things 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.
In this way, your product should have variable rewards. Like when you are scrolling memes on Facebook, every meme is not funny but to 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 time you will not switch to any other app otherwise, you will have to do it again.
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.
These were some of the important points from Nir Eyal’s book Hooked. If you have any product related business or planning to start one then you should definitely read this book. If you want to buy the book then buy from Flipkart