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đ Note: My notes are a mix of key ideas and quotes from the book as well as my own thoughts.
âProducts that require a high degree of behavior change are doomed to failâ
Four steps to form a habit:
 đ Repeat: then the model repeats again and again until a habit is formed.
1. Types of triggers:
External
Notification, ads, an invitation from a friend, or anything else that encourages you to try the product.
Internal
A feeling from within that calls you to use the product again. For example, you get anxious and then open Instagram.
đŞ At first, external triggers are necessary. But slowly, we are hooked and start using the products only based on our internal triggers.
2. A note on actions:
Especially to start, the apps usually ask you for a simple action, like a one-click registration. You’d probably give up if they ask you for too much, like filling out a long form or answering boring questions.
3. Rewards:
The product has to provide you with rewards all the time. The rewards must also be connected to your initial core reason for using the product. Forums discovered that when they tried rewarding users with money for their activity, users really wanted social recognition, not money. Thatâs why they doubled down on User Karma, XP, and similar features.
Tribe
Social rewards fueled by the affection of other people
[Example: Reddit]
Hunt
Search for material resources and information
[Example: Google]
Self
Search for mastery, confidence, and completion
[Example: Duolingo]
4. Product investment:
Anyone can code a website like Twitter. But what’s special about it is the time you’ve invested in it. It’s like with pets. It could be any other dog, but once you train it, feed it, and take care of it, you’d never ever replace it. Itâs your dog.
Twitterâs investment is through who you followed and who followed you
LinkedInâs investment is through creating your CV and adding your recommendations
đŞ In general, Dan Arielyâs research showed that people enjoy things more if they have to put a little effort into them. Thatâs another reason that investment is part of the model.
Example:
Q: Why do people use Twitter?
Q: Why do they want to stay up to date?
Q: Why?
Q: Why?
Q: Why?
A: They want to stay up to date â Shallow reason
A: To not fall behind in conversations
A: They want to sound intelligent
A: They want to impress others
A: They want to feel accepted, appreciated, and loved â Core reason
If both answers are âNo,â the product is probably morally wrong.
"It's not a superpower if it can't be used for evil"
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