Hooked
by Nir Eyal
Key Concepts
Internal Triggers
Unspoken user emotions or existing routines that prompt action without external cues.
External Triggers
Cues like notifications, emails, or calls to action that tell users what to do next.
Variable Rewards
Unpredictable rewards that keep users engaged and coming back for more, leveraging psychological drivers.
Investment Phase
The effort users put into a product, such as time, data, or social capital, which increases its value to them.
Hook Model
A four-step cycle (Trigger, Action, Variable Reward, Investment) that helps companies build habit-forming products.
Action Items
Map user pain points to internal triggers to understand their intrinsic motivations.
Design clear and compelling external triggers to initiate user engagement.
Integrate variable rewards into your product to maintain user interest and drive repeat engagement.
Create opportunities for users to invest time, data, or effort, increasing their commitment.
Continuously iterate and optimize each step of your product's Hook to strengthen user habits.
Core Thesis
Successful products create user habits by guiding them through a predictable four-step 'Hook Model' cycle.
Mindset Shift
It shifts the focus from merely acquiring users to systematically designing products that foster enduring user habits.