As a part of the https://Startup.Vegas community, this is the first ReadUp where we read and discuss a startup related book! This month we read Hooked by Nir Eyal. A book about harnessing the power of habit-forming products. Hooked is a quick read packed with a ton of great information. From a CEO and a Product Designer's perspective, knowing the "Hooked Model" as laid out in the book is going to change the way we create our business.

1. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022-08-18
Nir Eyal
HOOKED

2. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022-08-18
What a computer is to me is it’s the most
remarkable tool that we’ve ever come up
with, and it’s the equivalent of a bicycle
for our minds.
STEVE JOBS

3. 3

4. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022-08-18
TIME WELL
SPENT

5. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Manipulation
Matrix?

6. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022-08-18
Technology should
make us…

7. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022-08-18
INTRODUCTIONS

8. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
The
Hooked
Model
Triggers Actions
Investment
Variable
Rewards

9. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Triggers
External
1. Paid
2. Earned
3. Relationship
4. Owned
Internal
Examples?
Actions
Investment
Variable
Rewards

10. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Triggers
Understanding your customer
• User narratives
• Customer development
• Usability studies
• Empathy maps
Actions
Investment
Variable
Rewards

11. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Triggers
To build a habit-forming product, makers need to understand which
user emotions may be tied to internal triggers and know how to
leverage external triggers to drive the user to action.
Actions
Investment
Variable
Rewards

12. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Actions
Fogg Behavior Model
1. User must have sufficient
motivation
2. User must have the ability
to complete the desired
action
3. A trigger must be present to
activate the behavior
B = M + A + T
Triggers
Investment
Variable
Rewards

13. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Actions
Motivation
1. Seek pleasure or avoid pain
2. Seek hope and avoid fear
3. Seek social acceptance and
avoid rejection
Triggers
Investment
Variable
Rewards

14. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Actions
Ability - elements of
simplicity
1. Time - How long it takes to complete
an action.
2. Money - The fiscal cost of taking an
action.
3. Physical Effort - The amount of labor
involved in taking the action.
4. Brain Cycles - The level of mental effort
and focus required to take an action.
5. Social Deviance - How accepted the
behavior is by others.
6. Non-Routine - According to Fogg, “How
much the action matches or disrupts
existing routines.”
Triggers
Investment
Variable
Rewards

15. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Actions
Triggers
Investment
Variable
Rewards
Which resources are limiting your users’ ability to accomplish the
tasks that will become habits?

16. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Variable Rewards
Triggers
Investment
Actions
Three Variable Rewards
1. Rewards of the Tribe
2. Rewards of the Hunt
3. Rewards of the Self

17. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Variable Rewards
Triggers
Investment
Actions
When our autonomy is threatened, we feel constrained by our lack of
choices and often rebel against doing a new behavior. Psychologists
call this “reactance.” Maintaining a sense of user autonomy is a
requirement for repeat engagement.

18. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Investment
Triggers Actions
Variable
Rewards
Leverage the user’s
understanding that the
service will get better with
use (and personal
investment).
Like a good friendship, the
more effort people put in,
the more both parties
benefit.

19. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Investment
Triggers Actions
Variable
Rewards
How do we “invest?”
1. Storing Value
2. Content
3. Data
4. Followers
5. Reputation
6. Skill

20. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Investment
Triggers Actions
Variable
Rewards
If users are not doing what the designer intended in
the Investment Phase, the designer may be asking them to do too
much.

21. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Investment
Triggers Actions
Variable
Rewards
LOAD THE NEXT
TRIGGER!

22. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Nascent Behaviors
Where to
l👀k
Enabling Technologies
Interface Change
A striking number of world-changing
innovations were written off as mere
novelties with limited commercial appeal.
Many companies have found success in
driving new habit formation by identifying
how changing user interactions can create
new routines.
Identifying areas where a new technology makes cycling
through the Hook Model faster, more frequent, or more
rewarding provides fertile ground.

23. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
Nir
Eyal
Nir writes, consults, and teaches about the
intersection of psychology, technology, and
business. He is an advisor to several Bay
Area startups, venture capital firms, and
incubators.

24. KENNY ELIASON | CEO @ RECORD
HOOKED
|
2022.08.18
My current
project!
We are currently building technology for people injured
in a car accident to help them receive all the
treatment necessary for their injuries, increase the
efficiency of getting their vehicle repaired, and by
aggregating more information about the impact an
accident has on their life, increase the settlement
value.