Author

Nir Eyal

16 key ideas across 2 books, each explained in our own words.

Hooked

IDEA 1
Habit-forming products follow a loop
Eyal describes the Hook Model, a four-step cycle that many habit-forming products use: trigger, action, variable reward and investment. Each pass through the loop makes users more likely to return without being prompted.
IDEA 2
Triggers start the habit
A trigger is what prompts a user to act. External triggers include notifications and buttons, while internal triggers are feelings such as boredom or loneliness. Eyal argues that lasting habits form when products become linked with internal triggers.
IDEA 3
Make the action easy
Drawing on BJ Fogg's behaviour model, Eyal explains that an action happens when motivation, ability and a trigger come together. Designers increase use by making the desired action as simple as possible, like a single tap or scroll.

IDEA 1
Distraction is the opposite of traction
Eyal defines traction as any action that moves you towards what you want, and distraction as anything that pulls you away. The same activity can be either, depending on whether you planned to do it.
IDEA 2
Distraction starts with discomfort
Eyal argues that most distraction is driven by internal triggers: uncomfortable feelings such as boredom, loneliness or anxiety. We reach for our phones mainly to escape these feelings, so managing them is the first step to staying focused.
IDEA 3
Learn to surf the urge
Instead of fighting urges, Eyal suggests noticing the feeling, getting curious about it and waiting a few minutes before acting. He describes this as surfing the urge, letting the craving rise and pass without giving in.

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