Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.

- Nir Eyal

Why not live now instead of someday?

- Nir Eyal

For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.

- Nir Eyal

Users who continually find value in a product are more likely to tell their friends about it.

- Nir Eyal

Products with higher user engagement have the potential to grow faster than their rivals.

- Nir Eyal

Like flossing, frequent engagement with a product, especially over a short period of time, increases the likelihood of forming new routines.

- Nir Eyal

The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product…

- Nir Eyal

Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.

- Nir Eyal

To initiate (user) action, doing must be easier than thinking.

- Nir Eyal