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Have you ever wondered why some products, apps, or even habits seem to stick in your life while others just fade away? Whether you’re building the next big thing as an entrepreneur or just trying to understand why you can’t stop scrolling Instagram, this video has something for you.
We’re diving into the science of habit-forming products, not just to reveal the tricks businesses use, but to show how you can take control of your habits—or create ones that truly last.
Without further ado, let’s dive in.
Why You Can’t Stop Checking Your Phone (and Why Companies Love It)
Have you noticed how you instinctively open Instagram, Google, or Netflix whenever you’re bored or have a free moment? It’s no accident—these products are designed to capture your attention and become part of your daily routine. That’s because these products have slipped into something called the Habit Zone, where they become part of your daily routine.
Here’s how it works: Habits are automatic behaviors we don’t consciously think about, like brushing our teeth or saying “thank you.” The best businesses figure out how to turn their products into habits, so you keep using them without them constantly reminding you.
For a product to become a habit, two things matter:
- How often you use it – The more frequently you interact with something, the easier it sticks. For example, Googling something happens multiple times a day, making it second nature.
- How useful it is – Even if you don’t use something daily, if it’s incredibly helpful (like Amazon when you need something fast), it can still become a go-to habit.
Businesses love this because habits mean loyalty. Once you’re hooked, you keep coming back, which boosts key metrics like customer retention and lifetime value. For example, companies track how often users return, how long they stay engaged, and how deeply they interact with the product. These insights allow businesses to refine their strategies and ensure loyalty translates into consistent revenue. It’s why Netflix can raise prices, and people will grumble but not leave. Or why switching from Gmail to another email service feels impossible—it’s too much effort.
Here’s the sneaky part: Some products, like Instagram or Facebook, didn’t solve life-threatening problems at first. They weren’t “painkillers” like Tylenol for a headache. They were more like “vitamins”—nice to have, but not essential. Over time, though, these products became so ingrained in your life that they turned into “painkillers.” Now, not using them feels uncomfortable, like missing out.
Companies that master this balance—getting you to use their product often and making it feel essential—dominate the market. Google isn’t just a search engine; it’s the search engine because you’ve built a habit of trusting it. Instagram doesn’t just store your photos; it’s the place where your moments feel safe.
But here’s the kicker: building habits in users isn’t easy. It takes repeated use, constant improvement, and a deep understanding of what makes people tick. Companies that get it right reap massive rewards—loyal users, viral growth, and a competitive edge that’s hard to beat.
So next time you find yourself scrolling mindlessly, remember—it’s not an accident. You’re in the Habit Zone, right where these companies want you.
The Invisible Strings That Pull You In
Ever notice how you end up opening Instagram or YouTube without even thinking about it? Or how a single buzz from your phone can derail your focus? That’s not an accident—it’s by design. It all comes down to something called triggers, the secret sauce behind habit-forming products.
A trigger is anything that prompts you to take action. At first, triggers are obvious. Your phone pings with a notification, an email invites you to click, or an ad catches your eye. These are external triggers—they tell you what to do next. For example, Instagram might notify you that someone liked your photo, and boom, you’re back scrolling through your feed.
But here’s where it gets clever: the real magic happens when a product moves from external triggers to internal triggers. Internal triggers are emotional. They’re not about reminders you see or hear—they’re about feelings inside you. When you’re bored, you instinctively open TikTok. When you feel lonely, you check Facebook or WhatsApp. These emotions, whether it’s boredom, curiosity, or FOMO (fear of missing out), become tied to the product. Over time, you don’t need a notification—you just automatically turn to that app to scratch an itch.
Take Instagram, for example. Maybe the first time you used it, a friend recommended it or you saw someone share a photo—that’s an external trigger. But after a while, you began opening it whenever you felt the urge to capture a moment or when you were just killing time. That’s when the habit forms. The app is no longer just a tool; it’s your go-to response to an emotion.
Triggers are how companies hook you. They start with external cues to get you in the door, but their real goal is to connect their product to your emotions. For example, Facebook begins by sending you notifications when someone likes your post or tags you in a photo. Over time, you start checking it automatically whenever you feel the urge to connect or avoid boredom. The transition from external reminders to internal emotional cues is what creates lasting habits. Once that happens, you’re hooked, and they don’t even need to remind you anymore.
Next time you find yourself reaching for your phone without thinking, stop and ask yourself: What am I feeling right now? You’ll probably realize a trigger just fired—and that product has successfully tied itself to your emotions.
Why Habit-Forming Products Make You Act Without Thinking
Have you ever wondered why you can’t stop scrolling through Instagram or clicking “next episode” on Netflix? It’s not just because you’re bored—it’s because these products are designed to make you act, and act fast. That’s the power of the Action phase in the Hook Model.
In this phase, habit-forming products nudge you to take simple, immediate actions in response to triggers. A trigger might be a notification, a badge on an app, or even an internal feeling like boredom. But here’s the trick: for a product to succeed, taking action has to feel almost effortless. If it’s too hard—like filling out a long form or navigating a confusing interface—you’re likely to give up.
This is why successful products remove all barriers to action. Think about Instagram. You see a notification, tap it, and instantly land on a new photo. Or take Netflix—there’s no need to even hit play on the next episode; it starts automatically. These products reduce friction so much that you act without hesitation.
But there’s more to it than ease. You also need motivation—a reason to act. Motivation comes from what we want most: fun, connection, escape, or approval. For example:
- You’re motivated to post on Instagram because you crave likes and comments (social approval).
- You scroll Pinterest because you want inspiration (curiosity and creativity).
- You binge Netflix because you want to relax and escape (pleasure over stress).
Habit-forming products tap into these core human desires while making the action as easy as possible. This combination—strong motivation and effortless action—is why you keep coming back.
Dr. BJ Fogg, a Stanford researcher, says that behavior happens when motivation, ability, and a trigger meet at the same time. For example, consider Instagram: you are motivated by a desire to connect, it’s easy to open the app with a tap, and a notification serves as the trigger. When all three elements align, taking action becomes almost automatic. If you’re motivated but the action feels hard (like answering a complicated form), you won’t do it. If the action is easy but you don’t care (like clicking on a boring ad), you’ll ignore it. But when all three align? That’s when habits form.
This is the genius behind products like TikTok, Instagram, and even Google. They make the next step obvious and easy, so you act without thinking. And once you’ve taken that first action—clicked, scrolled, or tapped—you’re already on the path to building a habit.
Why You Keep Coming Back: The Power of Surprise
Imagine opening Instagram. You scroll through your feed and see a mix of posts—your friend’s vacation pics, a hilarious meme, and a surprisingly cute puppy video. What’s next? You don’t know, but you can’t stop scrolling. That sense of unpredictability? That’s what keeps you hooked. It’s the magic of variable rewards.
Variable rewards are the secret weapon of habit-forming products. Unlike predictable rewards, which lose their excitement over time, variable rewards keep you engaged by adding an element of surprise. Think about it: opening a fridge and seeing the light come on is predictable—it doesn’t thrill you. But what if every time you opened the fridge, a random treat appeared? You’d probably open it a lot more often, just to see what’s inside.
This principle is why some of the most successful products feel irresistible. Social media apps, for example, use social rewards—you post a photo and wait to see how many likes or comments it gets. Sometimes it’s a flood of engagement, and other times, barely a ripple. The unpredictability keeps you checking back.
Then there are hunt rewards, like the thrill of finding something valuable or interesting. Think of scrolling through Pinterest, where every new pin could be exactly what you were looking for—or better yet, something you didn’t know you wanted. The randomness of the reward keeps you searching.
Finally, there are self-rewards, tied to your sense of achievement. Apps like Duolingo reward you for completing lessons with badges and streaks. You’re motivated to keep going because you want to maintain your progress and feel accomplished.
The genius of variable rewards is that they tap into your brain’s dopamine system. Dopamine doesn’t just make you feel good—it fuels anticipation. It’s the “What if?” that drives you to keep scrolling, clicking, or engaging. And because the rewards are unpredictable, your brain becomes even more focused, suppressing judgment and fueling desire.
But here’s the catch: not all variable rewards are created equal. If the reward feels too random or irrelevant, people lose interest. Successful habit-forming products strike a balance—they give you just enough predictability to feel rewarding, but enough surprise to keep you curious.
Take Netflix as an example. The platform uses variable rewards by suggesting new shows and movies tailored to your tastes, thanks to its sophisticated algorithms. These algorithms analyze your viewing history, ratings, and preferences to recommend content that feels personalized. The element of surprise—not knowing exactly what you’ll discover—keeps you exploring and engaged. Some recommendations hit the mark perfectly, while others might not, but you keep exploring because there’s always a chance you’ll find your next binge-worthy series.
The takeaway? Variable rewards aren’t just about keeping you entertained; they’re about creating a craving. That craving is what makes you come back, again and again, turning a simple behavior into a lasting habit.
Why Your Effort Keeps You Hooked
Ever notice how the more time, energy, or money you put into something, the harder it is to walk away? That’s not a coincidence—it’s by design. Habit-forming products know how to make you invest in them, and that investment is what keeps you coming back.
This chapter focuses on the Investment phase, the final piece of the Hook Model. After you’ve been triggered, taken action, and received a variable reward, the product asks for something in return. But here’s the catch: it doesn’t demand money upfront (though it might later). Instead, it asks for your time, effort, data, or social capital.
Take Instagram, for example. When you post a photo, you’re investing your time and effort to share something meaningful. Over time, you’ve built a personal archive of moments and memories on the app. That’s stored value—you’ve invested so much in the platform that switching to another app feels like too much work. This “investment effect” makes it harder to leave.
Investments don’t just lock you in; they also make the product better for you over time. For example:
- When you use Spotify, your playlists, liked songs, and listening history improve the algorithm, so it serves up better recommendations. Your effort enhances your experience.
- On Duolingo, every lesson completed adds to your streak, motivating you to keep coming back. You’ve invested time, and you don’t want to lose your progress.
But investments don’t just improve the product; they also set you up for future engagement. Inviting friends to join, uploading photos, or sharing posts creates triggers that bring you back. Think about how tagging a friend on Facebook sparks a notification when they respond. That’s the cycle starting all over again.
This phase also taps into the psychology of commitment. When you’ve already put effort into something, you’re more likely to stick with it because of what’s called the sunk cost effect—you don’t want your previous investment to go to waste. Companies leverage this instinct to make their products stickier over time.
The beauty of the Investment phase is that it’s subtle. You don’t feel like you’re being asked for anything big, but every small action—whether it’s liking a post, pinning a photo, or filling out a profile—strengthens your bond with the product. Before you know it, you’ve created a habit that feels too valuable to break.
The ultimate goal of the Investment phase? To ensure that users return to the product willingly, without needing constant external triggers. By asking for just a little bit of your time or effort, habit-forming products make sure you’re hooked for the long haul.
The Power—and Responsibility—of Habit-Forming Products
Now that you know how habit-forming products work, there’s a big question: What are you going to do with this knowledge?
Habit-forming products are powerful. They can change behaviors, create loyalty, and even improve lives. But they can also be misused, leading to unhealthy dependencies or outright harm. As the author puts it, creating habits is like wielding a superpower—one that can be used for good or for manipulation.
Take fitness apps, for example. They use the Hook Model to encourage healthy behaviors like exercising regularly or drinking more water. By setting triggers (reminders), making actions simple (easy tracking), and rewarding progress (streaks or badges), these products help users build positive habits that improve their lives. That’s habit-forming design at its best.
On the flip side, some products exploit the same principles for less ethical purposes. Think of apps or games that encourage compulsive behaviors, like endless in-app purchases or exploiting FOMO to keep users scrolling. These aren’t just habits—they can verge on addiction, with companies profiting at the expense of their users’ well-being.
Reflect on your intentions. Are you designing a product to genuinely help people solve problems and improve their lives? Or are you using habit-forming techniques to exploit vulnerabilities?
The author also reminds that good habit-forming products don’t force people to act—they empower them. When users feel that a product is genuinely improving their lives, their engagement is driven by value, not manipulation. That’s the difference between building healthy habits and creating harmful dependencies.
Always align product design with users’ goals. If a product helps people achieve what they already want—whether it’s learning a new language, saving money, or staying connected—it becomes a positive force. But if it prioritizes profits over people, it risks crossing the line into exploitation.
