Podcasts about hook model

Nir Eyal, bestselling author of "Hooked" and "Indistractable", joins Fabian Tausch to discuss how to design habit-forming products, balance personal focus, and build a life free from distractions. Nir shares his unique insights on the psychology of habits, why most people misunderstand distraction, and how founders can create meaningful, ethical products that improve users' lives. What You'll Learn in This Episode: How to Build Habit-Forming Products: The Hook Model and how it helps create products that build healthy customer habits Why ethical design is critical when building products that people use frequently Becoming Indistractable: The difference between traction and distraction and why intent is everything How to master internal triggers—the root cause of most distractions—and take control of your time Time Management and Productivity: Why to-do lists often fail and how time-boxing can completely change how you work Practical strategies to prioritize reflective work over reactive tasks like emails and meetings Balancing Responsibility as a Founder: How to define your responsibility when building habit-forming products Why founders should consider a use and abuse policy to address overuse of their products Nir's Approach to Angel Investing: How Nir chooses to invest in startups using the Hook Model to create positive, habit-forming products Examples of impactful companies Nir has supported, like Calm and Sunnyside, and how they create value ALL ABOUT UNICORN BAKERY: https://zez.am/unicornbakery  Where to find Nir: LinkedIn: https://www.linkedin.com/in/nireyal/  Website: https://www.nirandfar.com/  Join our Founder Tactics Newsletter: 2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach: https://www.tactics.unicornbakery.de/  Chapters: (00:00:00) Who did you write your books for and what is the message? (00:04:11) As a founder, what responsibility do I have to the user-terms of consuming my product? (00:09:18) How much can I leave users to their own responsibility to use my product and should I include safety elements in my product? (00:17:07) How do you feel about the fact that too often overconsumption (e.g. alcohol) is laughed at rather than criticized because it is "normal"? (00:21:16) Is too much self-optimization unhealthy, even if you are happy with your situation? (00:23:49) What levers can I move if I feel too much outside influence is affecting my focus on my own projects? (00:29:09) How important is repetition when you want to tackle things and make them happen, and how do you get rid of external triggers that distract you? (00:38:32) What is your perspective on the topic of To Do - Lists? (00:44:42) How does your knowledge of focus and productivity influence your work as an angel investor?

In this episode of Unicorn Bakery, Nir Eyal, bestselling author of "Hooked" and "Indistractable", joins Fabian Tausch to discuss how to design habit-forming products, balance personal focus, and build a life free from distractions. Nir shares his unique insights on the psychology of habits, why most people misunderstand distraction, and how founders can create meaningful, ethical products that improve users' lives. What You'll Learn in This Episode: How to Build Habit-Forming Products: The Hook Model and how it helps create products that build healthy customer habits Why ethical design is critical when building products that people use frequently Becoming Indistractable: The difference between traction and distraction and why intent is everything How to master internal triggers—the root cause of most distractions—and take control of your time Time Management and Productivity: Why to-do lists often fail and how time-boxing can completely change how you work Practical strategies to prioritize reflective work over reactive tasks like emails and meetings Balancing Responsibility as a Founder: How to define your responsibility when building habit-forming products Why founders should consider a use and abuse policy to address overuse of their products Nir's Approach to Angel Investing: How Nir chooses to invest in startups using the Hook Model to create positive, habit-forming products Examples of impactful companies Nir has supported, like Calm and Sunnyside, and how they create value ALL ABOUT UNICORN BAKERY: https://zez.am/unicornbakery  Where to find Nir: LinkedIn: https://www.linkedin.com/in/nireyal/  Website: https://www.nirandfar.com/  Join our Founder Tactics Newsletter: 2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach: https://www.tactics.unicornbakery.de/  Chapters: (00:00:00) Who did you write your books for and what is the message? (00:04:11) As a founder, what responsibility do I have to the user-terms of consuming my product? (00:09:18) How much can I leave users to their own responsibility to use my product and should I include safety elements in my product? (00:17:07) How do you feel about the fact that too often overconsumption (e.g. alcohol) is laughed at rather than criticized because it is "normal"? (00:21:16) Is too much self-optimization unhealthy, even if you are happy with your situation? (00:23:49) What levers can I move if I feel too much outside influence is affecting my focus on my own projects? (00:29:09) How important is repetition when you want to tackle things and make them happen, and how do you get rid of external triggers that distract you? (00:38:32) What is your perspective on the topic of To Do - Lists? (00:44:42) How does your knowledge of focus and productivity influence your work as an angel investor?

Join Voics Incubator for as little as $250 per week: http://voics.co/incubatorWhy do some products fail while others get you hooked for life?It's not just the technology or the marketing. It's the habits they create:  - Why do we check our phones 150+ times a day?- How do businesses like TikTok and Duolingo dominate user attention?- What makes us keep coming back?These are the principles that build world-changing products. Nir Eyal, author, lecturer, and investor known for his bestselling book, Hooked: How to Build Habit-Forming Products', breaks it all down for us in the episode of Kickoff SessionsNir has influenced how tech giants design their most engaging platforms and shared his insights into the psychology of habits, retention, and persuasion.  In this episode, we dive into:  - The GEM framework for sustainable businesses  - The science behind the ‘Hook Model'- How to ethically create habit-forming products  - The future of AI and mass customization  Ready to create a product that people love and build habits that make your life better?Smash that like button and stay tuned for next week's episode!Connect with Nir EyalLinkedIn: https://www.linkedin.com/in/nireyal/My Socials:Instagram - https://www.instagram.com/darrenlee.ksLinkedIn - https://www.linkedin.com/in/darren-lee1(00:00) Preview and Intro(01:26) The GEM Framework(03:32) Why Retention Beats Growth Long-Term(05:31) The Problem with Online Education(07:11) The Hook Model Explained(10:47) The Future of AI and Personalized Experiences  (13:15) Manipulation vs. Persuasion(17:16) Developing Emotional Connection with Customers(20:49) Creating Value-Driven Products  (26:06) Problems with Unsustainable Models  (30:47) Nir Eyal's Retention Strategies(34:12) The Role of Frequency in Building Habits  (37:05) How To Create User Engagement  (40:37) The Importance of Variability in Rewards (49:32) Traction vs. Distraction: How to Stay Focused  Support the show

Chapter 1:Summary of Hooked"Hooked: How to Build Habit-Forming Products" by Nir Eyal, with contributions from Ryan Hoover, explores the psychology behind why certain products capture our attention and become habits. The book introduces the "Hook Model," a framework that outlines how to create products that can lead to user engagement and habitual use.The Hook Model consists of four core components:1. Trigger: Initial prompts that drive users to take action. These can be external triggers (like notifications) or internal triggers (like emotions or thoughts).2. Action: The behavior that users take in anticipation of a reward. This is influenced by the ease of taking the action and the motivation behind it.3. Variable Reward: The unpredictable benefits that users receive, which keeps them engaged. This can be in the form of material gain, social validation, or fulfilling deeper emotional needs.4. Investment: The effort users put into a product, which increases the likelihood of them returning. This could be in the form of time, data, or resources.Eyal emphasizes the importance of understanding user needs and motivations to create products that not only attract attention but also foster loyalty. He discusses ethical considerations in product design, urging creators to focus on building products that improve users' lives rather than exploit their vulnerabilities.Overall, "Hooked" serves as a guide for entrepreneurs and product designers to understand and implement the principles of habit formation effectively, encouraging the creation of products that can truly benefit users.Chapter 2:The Theme of Hooked"Hooked: How to Build Habit-Forming Products" by Nir Eyal and Ryan Hoover is a non-fiction book that explores the psychology behind why certain products become habit-forming and how designers and entrepreneurs can create such products. While there are no traditional plot points or character development as in a fictional narrative, the book offers a structured framework that can be summarized through its main ideas and concepts. Key Plot Points / Structure:1. The Hook Model: The central framework of the book is the Hook Model, which consists of four phases: Trigger, Action, Variable Reward, and Investment. Eyal illustrates how habit-forming products leverage these stages to create user retention and engagement.2. Triggers: The authors differentiate between external triggers (cues in the environment) and internal triggers (associations with emotional states). Understanding these triggers is crucial for product designers to encourage users to take action.3. Action: The book discusses the simplicity of the action required from the user, emphasizing that motivation, ability, and prompt must come together for a user to engage with the product.4. Variable Rewards: Highlighting the importance of unpredictability, Eyal explains how variable rewards enhance user engagement by providing a sense of excitement and satisfaction that keeps users coming back.5. Investment: The final stage of the Hook Model accentuates how users can invest in the product, leading to a higher likelihood of returning, as they become emotionally and materially invested. Character Development:In the context of a non-fiction work like "Hooked," character development is not applicable in the traditional sense. However, we can view users and product creators as "characters" who evolve through understanding and applying the concepts presented in the book:- Product Creators: They start as individuals with an idea and, through the understanding of the Hook Model, learn to build products that not only attract users but also create meaningful and habit-forming experiences.- Users: They experience a transformation in their relationship with products as they become aware of how external...

In this episode of Marketing Mantra, we dive deep into the Hook Model, a powerful framework popularized by Nir Eyal in his groundbreaking book Hooked: How to Build Habit-Forming Products. This model has been used by the world's leading tech companies to create products that users can't resist. Join me as I break down the four phases of the Hook Model—Trigger, Action, Variable Reward, and Investment—and explain how each phase plays a vital role in creating a cycle of habitual use. I'll also share seven key marketing insights that every marketer should know to effectively apply the Hook Model to their products or services. By the end of this episode, you'll have a clear understanding of why the Hook Model is the secret weapon behind some of the most successful products in the market, and how you can leverage it to keep your users engaged and coming back for more. What You'll Learn: The four phases of the Hook Model and how they work together to form habits Real-world examples of companies successfully using the Hook Model 7 actionable marketing insights to implement the Hook Model in your product strategy Why mastering the Hook Model is essential for every marketer looking to create sticky, engaging products Tune in and discover the secret behind habit-forming products that keep users hooked! -=-=-=-=- Resources Mentioned: Book Recommendation: Hooked by Nir Eyal - https://www.nirandfar.com/hooked/ [Blog Post] 7 Marketing Lessons I Learned from "Hooked" by Nir Eyal - https://www.99signals.com/marketing-lessons-hooked-nir-eyal/ -=-=-=-=- Special Offer: Don't forget to grab your copy of “Link Building Secrets” for just $9. Not only will you get to explore my 27 top link building strategies, but you'll also benefit from hands-on exercises and checklists to ensure flawless execution. This is the blueprint you need to boost your site's authority and open the door to earning $10,000 a month on the side. Buy your copy here: https://ebooks.99signals.com/link-building-secrets/order =-=-=-= BONUS RESOURCES + FREE DOWNLOADS If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills: ⁠⁠⁠⁠⁠⁠⁠⁠⁠The Ultimate Blogging Toolkit⁠⁠⁠⁠⁠⁠⁠⁠⁠ (⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ebooks.99signals.com/blogging-toolkit⁠⁠⁠⁠⁠⁠⁠⁠⁠) - This eBook features 75+ marketing tools to help you blog better and boost your traffic! ⁠⁠⁠⁠⁠⁠⁠⁠⁠The Essential Guide to Link Building with Infographics⁠⁠⁠⁠⁠⁠⁠⁠⁠ (https://resources.99signals.com/infographic-backlinks-pdf) -  This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO. ⁠⁠⁠⁠⁠⁠⁠⁠⁠Top-rated articles at 99signals⁠⁠⁠⁠⁠⁠⁠⁠⁠ (⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.99signals.com/best/⁠⁠⁠⁠⁠⁠⁠⁠⁠) -  This page contains a list of all the top-rated articles on my blog. It's a great place to get started if you're visiting 99signals for the first time. -=-=-=-=- Visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.99signals.com⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insights on SEO, blogging, and marketing.

“The carrot is the stick. The brain gets us to do anything and everything for one reason, and that is to escape discomfort. Everything you do, every product you buy, and every action you take is about the desire to escape discomfort. Even the pursuit of pleasurable emotions, wanting, lusting, craving, and desiring are uncomfortable. We have to realize that from that perspective, it doesn't help us to think about customer needs in terms of wanting to feel good. It's much better to think about the pain points.”- Nir Eyal "An internal trigger is an uncomfortable emotional state that we seek to escape, like boredom, loneliness, fatigue, uncertainty, stress, and anxiety. When the user feels that internal trigger, they look for relief with our product or service. It is always a negative emotion. The only reason why people use a product or service is to manipulate their mood. It's to feel something different. As a product designer, entrepreneur, or marketer, you have to understand the feeling that your customer is trying to escape before focusing on the product feature, which is less important." - Nir Eyal “The brand is not what keeps people coming back. What Shein has is economies of scale. They can make stuff dirt cheap. Walmart used to be all about cheap products, then Amazon came along and it was also doing the same thing. After that, Shein came along, and there will be something after Shein that makes stuff super cheap. Competing on price alone can be a winning strategy, but you're going to have a lot of knives on your back. You have to be careful because somebody's going to try and copy that very quickly, especially since we know people at manufacturers in China are emulating and copying these types of strategies. I would take out the Hook model and ask myself where it is the weakest. It is weakest in the investment phase. This can be fixed by personalizing the product based on customer preferences.”  - Nir Eyal In this insightful discussion between Jeremy Au, a Venture Capitalist, and Nir Eyal, an expert on habit formation, the focus is on the Hook Model and its relevance in different industries. The conversation delves into the trigger, action, variable reward, and investment phases that create habit-forming products. The key takeaway is that by understanding and implementing the Hook Model, businesses can cultivate user engagement and loyalty. The discussion highlights real-world examples, including edtech and health tech, where the model is being successfully applied. Key Topics Discussed: The four phases of the Hook Model: trigger, action, variable reward, and investmentThe importance of understanding user psychology and internal triggersExamples of habit-forming products in industries like edtech and health techThe role of personalization and customization in creating stickinessThe potential of future developments in e-commerce and personalized experiencesThe need for businesses to go beyond price competition and focus on creating habits This engaging discussion provides valuable insights into how businesses can leverage the Hook Model to create engaging products and services that build long-term customer relationships. Watch, listen or read the full insight at https://www.bravesea.com/blog/habit-design-masterclass Get transcripts, startup resources & community discussions at www.bravesea.com WhatsApp: https://chat.whatsapp.com/CeL3ywi7yOWFd8HTo6yzde Spotify: https://open.spotify.com/show/4TnqkaWpTT181lMA8xNu0T YouTube: https://www.youtube.com/@JeremyAu Apple Podcasts: https://podcasts.apple.com/sg/podcast/brave-southeast-asia-tech-singapore-indonesia-vietnam/id1506890464 Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkLnBvZC5jby9icmF2ZWR5bmFtaWNz TikTok: https://www.tiktok.com/@jeremyau Instagram: https://www.instagram.com/jeremyauz Twitter: https://twitter.com/jeremyau LinkedIn: https://www.linkedin.com/company/bravesea Learn more about NodeFlair here: https://www.nodeflair.com/

Want to know how to create addictive products that keep customers coming back for more? Listen to this episode as Stacy Sherman interviews Nir Eyal, a behavioral design expert. They discuss his revolutionary Hook Model, revealing ways businesses can tap into human emotions to influence buyer behavior and make customers loyal to their brand. Plus the impacts of artificial intelligence (AI) on the model and staying ethical while using it. You'll also hear Nir's personal stories about growing up as an obese child, fighting against negative triggers and turning addictions into healthy habits. Take notes as there are many actionable tips to improve experiences for yourself and others.

Why do you keep checking your phone, even when you're trying not to? It's because the apps on your phone use the Hook Model. described by Nir Eyal in his book Hooked: How to Build Habit-Forming Products. To learn how apps like Instagram, LinkedIn and Vivino keep us coming back to our screens, listen to this episode. Learning notes from this episode: Habits are behaviours done with little or no conscious thought If your product becomes a habit, people will use it more. You will spend less on advertising and make more money. The greatest return on investment generally comes from increasing the product's ease of use. If you want to improve a product, first look at the design: where you can make it more simple to use. E.g. can you require less information from users when they first sign up? The Hook model consists of 4 steps  Trigger: you get a notification that someone commented on your post Action: you open LinkedIn / Instagram to see the comment Variable Reward: you find out what the comment was and by whom. Depending on these factors, you might feel happy, sad, excited, disappointed Investment: you make another post – this is an investment of your time and energy, and you keep coming back for more. ---- Join our next FREE Masterclass on 30 November 2022, 12 pm EST / 5 pm GMT How to Become a Digital Leader You will learn: The top mistake non-technical leaders make when it comes to tech Leadership case studies from Netflix & Microsoft How to go from traditional business manager to Digital Leader SIGN UP HERE ----- If you like learning about how tech products and profits get made, you'll like our newsletter. It's funny too. Sign up here. -----   Tech for Non-Techies clients  Reach senior leadership positions in Big Tech firms Lead digital transformation in established businesses Create tech businesses as non-technical founders Pivot into careers in venture capital If you want to have a great career in the Digital Age, then APPLY FOR A CONSULTATION CALL.   What happens when you apply for a consultation call: Sophia and her team will look through your application. If they genuinely think Sophia could help you, you will get a link to her calendar.. You will have a 20 – 30 minute call to discuss your goals and see if you are a good fit for each other.  If we establish that Tech for Non-Techies courses + coaching could help you and believe we would enjoy working together, we will discuss a relevant approach to suit you. The aim of the call is not to sell you on anything that is not right for you. We both win if you get results, but we both lose if you don't. We love hearing from our readers and listeners. So if you have questions about the content or working with us, just get in touch on info@techfornontechies.co   Say hi to Sophia on Twitter and follow her on LinkedIn. Following us on Facebook, Instagram and TikTok will make you smarter.   

Hooked: How to Build Habit-Forming Products by Nir Eyal How do successful companies create products people can't put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Download FWD App from getforward.app to get access to curated ideas from the best books, articles and podcasts.

If you're a person who has ever struggled with focus, staying on task or prioritising your life, this Healthy Bite is for you. Listen to this week's Healthy Bite where I reflect on my conversation with Nir Eyal and his model of becoming indistractable.  ----  You can also watch this episode at https://drronehrlich.com/  ----- TIME TO TAKE CONTROL OF YOUR HEALTH? Join me in my online health programs.  ----- CONNECT WITH ME You can ask questions via social media using my Instagram or Facebook or YouTube page.

This is The Founders' List - audio versions of essays from technology’s most important leaders, selected by the founder community. "We’re on the precipice of a new era of the web. As infinite distractions compete for our attention, companies are learning to master new tactics to stay relevant in users’ minds and lives. The Hook Model is a way of describing a user’s interactions with a product as they pass through four phases: a trigger to begin using the product, an action to satisfy the trigger, a variable reward for the action, and some type of investment that, ultimately, makes the product more valuable to the user. As the user goes through these phases, he builds habits in the process." This essay was written and published by Nir Eyal, best-selling author & professor. Read the full article on Nir's blog here: Read the essay here - https://www.nirandfar.com/how-to-manufacture-desire/

Hooked - how to build habit-forming products by Nir Eyal How do successful companies create products people can't put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the "Hook Model" - a four steps process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back over and over again, without depending on costly advertising or aggressive messaging. 4 steps: Trigger A ‘trigger' is the actuator of behavior; comes in two types — External and Internal External a. Paid Triggers — Advertising, Search engine marketing and other paid channels are commonly used to get users' attention and prompt them to act. Paying for re-engagement is unsustainable for most business models, companies generally use paid triggers to acquire new users and then leverage other triggers to bring them back. b. Earned Triggers — For earned triggers to drive ongoing user acquisition, companies must keep their product in the limelight. These cannot be bought directly, but they often require investment in the form of time spent on public and media relations. c. Relationship Triggers — One person telling others about a product or service can be a highly effective external trigger for action. These can create viral hyper-growth and sometimes drive growth because people love to tell one another about a wonderful offer. d. Owned Triggers — These consume a piece of real estate in the user's environment. They consistently show up in daily life and it is ultimately up to the user to opt in to allowing these triggers to appear. While paid, earned and relationship triggers drive new user acquisition, owned triggers prompt repeat engagement until a habit is formed. Internal Internal triggers tell the user what to do next through associations stored in the user's memory. When a product becomes tightly coupled with a thought, an emotion or a pre-existing routine, it leverages an internal trigger. Example: 9gag on toilet Action Trigger only succeeds if user has both the ability and motivation to take action Motivators: 1. Seeking pleasure and avoiding pain 2. Seeking hope and avoiding fear 3. Seeking social acceptance while avoiding social rejection Ability is more important than motivation Variable Reward — Rewarding users by solving a problem, reinforcing their motivation for the action taken in the previous phase. Rewards of the Tribe - feel accepted, loved, important Hunt - Search for material resources/information Self - Intrinsic reward of mastery Investment Here - users are asked to do a bit of work. Investments are about the anticipation of longer-tern rewards, not immediate gratification. The more users invest time and effort into a product or service, the more they value it. Example: AI with spotify, but it can also be followers, reputation or skill About the author Nir Eyal is the bestselling author of "Hooked: How to Build Habit-Forming Products" and "Indistractable: How to Control Your Attention and Choose Your Life." He is a prominent figure in the silicon valley start up scene with specialist expertise in product development and consumer psychology. Host rating for 'Hooked' Nico Rating: 9/10 Sam Rating: 9.5/10 Subscribe! If you enjoyed the podcast please subscribe and rate it. And of course, share with your friends!

EP:28 The Hook Model(จิตวิทยาผู้บริโภค) ทำอย่างไรให้คนใช้สินค้าหรือบริการธุรกิจของเราติดจนงอมแงม? หลักคิดนี้ ถูกเขียนขึ้นโดย นักจิตวิทยาที่ชื่อ ว่า คุณ Nir Eyal ถึงขนาดที่คุณ ERIC RIES ผู้แต่งหนังสือ Lean Startup บอกว่า “ถ้าอยากเพิ่ม Customer Engagement คุณต้องอ่านเล่มนี้!) เพราะอะไร? “ทำไมจิตวิทยาผู้บริโภคแนวใหม่ถึงสำคัญกับธุรกิจของคุณ” ลองฟังแนวคิดนี้ดูใน Podcast EP นี้ของผมได้เลยครับ

In this episode, we talk about the “Hook Model” to increase customer engagement, the internal trigger required to make your product a habitual one, and how to plan your time to get the most of it without getting distracted. To discuss this and more, we are joined by Nir Eyal, a lecturer, consultant, and best-selling author of Hooked: How to Build Habit-Forming Products, and Indistractable: How to Control Your Attention and Choose Your Life. Nir Eyal writes, consults, and teaches Behavioral Design, which is an intersection of psychology, technology, and business. He is also an active investor in habit-forming technology companies. Some of his recent investments include Kahoot!, Eventbrite, Anchor.fm, and Product Hunt. [2:03] Nir explains why the “Hook model” is effective for both consumer business and in the enterprise space. [7:44] Nir explains how a company like Kahoot! exemplifies using the hook model to build habit-forming EdTech for good. [11:47] Nir shares his own advice for raising Indistractable children with healthy habits in a world full of distracting technology. Listen to the podcast to discover stories of exceptional people who are playing a key role in building and shaping the next wave of tech. Relevant Links: NirAndFar.com/Indistractable https://nirandfar.com/schedule-maker/ Summary article: https://www.nirandfar.com/skill-of-the-future/ Distraction Guide: https://www.nirandfar.com/distractions/ Habits vs routines article here: https://www.nirandfar.com/habits/

Learn how to create habit forming products with HOOKED by Nir Eyal. This book is ideal for anyone with a product or service that could serve customers better through long-term repeat engagement. It covers The Hook Model, a four phase process for creating user habits.If you're an entrepreneur, product developer, marketer, or anyone else interested in driving user engagement - I recommend you check it out.CLICK HERE FOR THE FULL ARTICLE, BOOK LINKS, AND MORE:

In this episode, Jay interviews Nir Eyal, a writer, consultant, and expert on the intersection between psychology, technology, and business. The M.I.T. Technology Review dubbed Nir, "The Prophet of Habit-Forming Technology," and today he discusses the formation of habits both in your life and the life of your clients. Nir will unveil his proprietary “Hook Model” so you can implement it in your own business if you need to encourage a habit that'll stick. He'll explain why certain digital products have “stored value” while others don't, and will lead you through the customer journey using his “Hook Formula”. If you thought focus was the opposite of distraction, you were wrong. Listen in as Nir reveals his four-part blueprint for becoming indistractable – and finally get traction in a way you've never experienced before.2:00 – 8:00 - Introducing Nir, what he does, what it means to be a behavioral designer who knows how to design habits, and why and for whom he wrote his two books. 8:00 – 14:00 - Nir's “Hook Model”, how to build it, and when to apply the hook formula to your business (hint: not every business needs one). 14:00 – 18:30 - Studies that prove that variability causes us to engage, focus, and form habits, what “stored value” means for digital products, and where customers end after the four steps. 18:30 – 26:00 - Internal triggers, understanding traction and distraction, and getting clear on what prompts us to take action, and why time management is pain management. 26:00 – 30:00 - How to get things done: Master internal triggers, make time for traction, hack back external triggers, and institute pre-commitments as a firewall. 30:00 – 37:30 - Nir's mission, his vision for an indistractable future, what he's working on, and how to contact Nir and find his book.

Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.

People nowadays can’t help checking their cellphones every few minutes and they feel uneasy without browsing Facebook after an hour. Given such phenomena, authors of the book Hooked, proposed a novel and practical concept called the “Hook Model” based on their years of research. This model reveals the fundamental design principles of addictive Internet products. So, what is the “Hook Model”? How can we use it? Stay tuned.

Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behaviour. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Key takeaways: - Which are the hooks your product needs to have in order to be habit-forming - How to help your users overcome the learning curve of your product - Which the most important metrics to follow The interviewee: Nir is the author of the bestselling book, Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life. He founded two tech companies since 2003 and has taught at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. The interviewer: Aggelos Mouzakitis is the founder of Growth Sandwich. He created Growth Sandwich, back in 2017 with a sole vision: to help promising early-stage teams get their products to market in a solid manner. He has worked or trained more than 500 marketers and founders on how to get to the market with the right mix of tactics and a product that drives engagement and happiness. About Growth Sandwich: Growth Sandwich is the first European Product-led Go-to-Market Strategy agency. We specialise in helping SaaS products and businesses that operate in the subscription economy. Our approach is 100% customer-centric and we help post-Product/Market fit companies establish a repeatable selling motion and recurring revenues.

Misha Leybovich, Organizer for Warren's Meme Team, guests to discuss how memetic templates can be used for grassroots political campaigning. We break down the plan for Warren's Meme Team, its focus on augmented reality (AR) lenses, and what the response to the initiative has been like so far.Read the full plan here.

Manuj Aggarwal and Nir Eyal talk about how companies can create engaging products and services that are irresistible and how these products and services influence our behaviors. What are you waiting for? Tune In Now!In this episode, we will learn about:How to avoid distractions and stay focusedHidden psychology driving us to distractionHow companies can create successful products that can’t be ignored Practical insights to create user habits that stickActionable steps for building products people love Marketing strategies and how to engage your products with the audience How companies can build engaging products and services Using the Hook Model from Nir's book to make the products reach their ultimate goal of bringing users back again and again without depending on costly advertising AboutNir Eyal is the bestselling author of "Hooked: How to Build Habit-Forming Products" and "Indistractable: How to Control Your Attention and Choose Your Life." He has taught at the Stanford Graduate School of Business and Hasso Plattner Institute of Design. His writing on technology, psychology, and business, appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today. Nir blogs regularly at NirAndFar.com.Nir is also an active investor in habit-forming technologies. Some of his past investments include Eventbrite, Anchor.fm (acquired by Spotify) Product Hunt, Pantry, Kahoot!, Refresh.io (acquired by LinkedIn), Happy Bits, Presence Learning, 7 Cups of Tea, and Pana.Education/Experience Nir Eyal has an MBA, Business from Stanford University Graduate School of Business. BA, Political Science major, journalism co-major, economics minor from Emory University. Private Pilot Certification from Comair Aviation Academy. Nir Eyal has experience in the following areas; He is the Author "Indistractable: How to Control Your Attention and Choose Your Life, Author, "Hooked: How to Build Habit-Forming Products," Public Speaker, and Consultant. He is a Behavioral Design Consultant, Investor, and blogger at NirAndFar.com. CEO AdNectar, Inc. CEO Sunshine Business Development, LLC, New York. He served in the domestic peace corps as a volunteer and worked as an associate consultant in the Boston consulting group. Accomplishments Behavior designer from Behavioral Design Institute. Nir Eyal was named one of LinkedIn’s "Top 10 Voices in Technology" for two years running. He has two publications; "Indistractable: How to Control Your Attention and Choose Your Life, Author, "Hooked: How to Build Habit-Forming Products. Links And Mentions From This Episode: Nir’s Website: https://www.nirandfar.comNir’s Book: http://indistractable.comTetraNoodle consulting services: www.bootstrapping.groupTetraNoodle professional training: https://courses.tetranoodle.com  Thanks for Tuning In!Thanks so much for being with us this week.Have some feedback you'd like to share? Please leave a note in the comments section! Enjoyed the episode? Kindly share it with your friends.Don't forget to subscribe to the show on iTunes to get automatic episode updates for our "Bootstrapping Your Dreams Show!"      

Nir’s Note: Lyle McKeany is an entrepreneur writing and working on an early-stage startup. In this essay, he shares his experience using lean startup methodologies with my Hook Model at the Lean Startup Machine conference. This article also appears today on Pando Daily. Follow Lyle on Twitter @lylemckeany. The conventional view of lean startup ideation methodology is to identify a problem, test your riskiest assumption with a certain success criterion, talk to potential customers before coming up with a solution. Then pivot or persevere until you validate a solution. But it turns out that this conventional view isn’t always the appropriate approach. Here’s how my experience at a Lean Startup Machine(LSM) event in San Francisco earlier this month proves it. You can read the Nir and Far blog post on: Is “Lean Startup” Right for Your Idea? https://www.nirandfar.com/right-for-your-idea/ Nir & Far, a podcast about business, behaviour and the brain by Nir Eyal. If you enjoy this podcast, please subscribe on iTunes and leave an iTunes review. It will greatly help new listeners discover the show. Please visit my website Nir and Far for other info about my writing, books and teaching: http://www.nirandfar.com/ --- Support this podcast: https://anchor.fm/nirandfar/support

In advertising, marketers reinforce a behavior by linking to the promise of reward. “Use our product,” they claim, “and you’ll get laid”; it’s the gist of many product pitches from soap to hamburgers. But online, feedback loops aren’t cutting it. Users are increasingly inundated with distractions, and companies find they need to hook users quickly if they want to stay in business. Today, companies are using more than feedback loops. They are deploying the Hook Model. You can read the Nir and Far blog post on: Variable Rewards: Want To Hook Users? Drive Them Crazy https://www.nirandfar.com/want-to-hook-your-users-drive-them-crazy/ Nir & Far, a podcast about business, behaviour and the brain by Nir Eyal. If you enjoy this podcast, please subscribe on iTunes and leave an iTunes review. It will greatly help new listeners discover the show. Please visit my website Nir and Far for other info about my writing, books and teaching: http://www.nirandfar.com/ --- Support this podcast: https://anchor.fm/nirandfar/support

When Nir Eyal has a burning question (which he frequently does), he goes on the hunt for an insightful answer. That curiosity is what led Eyal to publish his first and wildly popular book, Hooked: How to Build Habit-Forming Products. He was inspired to delve into this topic after launching a startup in the advertising and gaming industry, where he observed that product design had the powerful ability to change human behavior. Eyal wondered why some companies were so good at it while others failed. In this fascinating interview, we chat with Eyal about his early days as an entrepreneur, the behavioral model behind forming habits and get a sneak peek into Eyal’s upcoming book Indistractable: Mastering the Skill of the Century. Plus, Eyal uses Nathan as a live case study and shares his best tips for breaking bad habits! Whether you’re an entrepreneur who wants to better understand the link between product design and human behavior, or you’re an individual looking for tangible ways to build better habits, this is an episode you don’t want to miss. Key Takeaways The story behind Eyal’s successful startups in the solar power, advertising, and gaming industries How observing the behavior change through product design led to a burning question in Eyal’s mind Eyal’s journey to understanding the deeper psychology behind how products are designed to be habit forming The principles behind the Hook Model, and how the Bible is a perfect example How Eyal’s own book inadvertently helped him improve his physical fitness How his desire to control his attention inspired Eyal’s upcoming book Indistractable: Mastering the Skill of the Century A sneak peek into techniques from Eyal’s new book to help people overcome internal triggers A live case study with Nathan to help him address the habits he wants to break Why high levels of distraction at a company are usually symptoms of a bigger problem

In this episode, I share the mic with Nir Eyal, author of the best-selling book Hooked: How to Build Habit-Forming Products. Listen in as Nir explains the Hook Model, the role of frequency and why frequency is the number one reason your product is not going to become a habit, the ethical way to build habit-forming products, and his new book Indistractable.

Everything you need to know about Nir Eyal's Hook Model and how it creates stickiness on applications.

The Hook Model goes beyond reinforcing behavior; it creates habits, spurring users to act on their own, without the need for expensive external stimuli like advertising. The Hook Model is at the heart of many of today’s most habit-forming technologies. Social media, online games, and even good ol’ email utilize the Hook Model to compel us to use them. You can read the Nir and Far blog post on: Variable Rewards: Want to Hook Users? Drive Them Crazy https://www.nirandfar.com/2012/03/want-to-hook-your-users-drive-them-crazy.html Nir & Far, a podcast about business, behaviour and the brain by Nir Eyal. If you enjoy this podcast, please subscribe on iTunes and leave an iTunes review. It will greatly help new listeners discover the show. Please visit my website Nir and Far for other info about my writing, books and teaching: http://www.nirandfar.com/ --- Support this podcast: https://anchor.fm/nirandfar/support

Heute gibt's Teil des Hook Models. Heute: Actions, Rewards und Investments. Und dann noch ein paar Beispiele! Viel Spaß beim Hören! Twitter: @yoomarvin Instagram: @yoomarvin Homepage: marvinmessenzehl.com Music provided by LakeyInspired

Nach der Marathon Folge letzte Woche gibt es wieder frischen Content im Bereich digitale Produkte! Aber, damit das nicht alles wieder viel zu viel wird, gibt es diese Folge in 2 Teilen. Wir beschäftigen uns mit dem Hook Model und wie man Habit Forming Products erschafft! Heute: Warum überhaupt? Und wir starten mit dem Wichtigsten Teil des Hook Models, dem Trigger. Viel Spaß beim Hören! Twitter: @yoomarvin Instagram: @yoomarvin Homepage: marvinmessenzehl.com Music provided by LakeyInspired

Who is Nir Eyal? Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. The M.I.T. Technology Review dubbed Nir, “The Prophet of Habit-Forming Technology.” Nir founded two tech companies since 2003 and has taught at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. He is the author of the bestselling book, Hooked: How to Build Habit-Forming Products. In addition to blogging at NirAndFar.com, Nir’s writing has been featured in The Harvard Business Review, TechCrunch, and Psychology Today. Nir is also an active investor in habit-forming technologies. Some of his past investments include: Refresh.io (acquired by LinkedIn), Worklife (acquired by Cisco), Eventbrite, Product Hunt, Marco Polo, Presence Learning, 7 Cups, Pana, Kahoot!, Byte Foods, Anchor.fm, and Symphony Commerce So Nir, how did it begin? Talk us through the journey. Nir started his career is the gaming and advertising industry, and these companies are based on mind control. He progressively became fascinated with how companies always knew what to show you on the screen to keep you playing these games.  Nir saw many companies come and go, based on how well they changed user behaviour. He wanted to learn how this was possible and how any company can affect user behaviour for the purpose of good and improving peoples lives.  He wanted to actually find a book that taught him how to do this, and so he spent many years in the industry speaking with behavioural specialists, design experts, people in the field, and people who’ve created Instagram, Facebook, Whatsapp, etc. As he gained more knowledge, Nir started blogging and very quickly realised it’s not just for him — many other companies are interested in these concepts. This book has now been turned into a course at Stanford University and now Nir spends most of his time doing public speaking, working product teams and only companies that utilise this methodology for good, such as education products.  What are the 4 basic steps of the hooked model? As this loop continues, customer preferences are shaped and habits are formed.  (Credit: Business Insider)  Trigger:  A trigger is the actuator of behavior — the spark plug in the engine. Triggers come in two types: external and internal.viii Habit-forming products start by alerting users with external triggers like an email, a website link, or the app icon on a phone. Action: Following the trigger comes the action: the behavior done in anticipation of a reward. The simple action of clicking on the interesting picture in her newsfeed takes Barbra to a website called Pinterest, a “pinboard-style photo-sharing” site. Variable Reward:  What distinguishes the Hook Model from a plain vanilla feedback loop is the hook’s ability to create a craving. Feedback loops are all around us, but predictable ones don’t create desire. The unsurprising response of your fridge light turning on when you open the door doesn’t drive you to keep opening it again and again. However, add some variability to the mix — say a different treat magically appears in your fridge every time you open it — and voila, intrigue is created. Investment The last phase of the Hook Model is where the user does a bit of work. The investment phase increases the odds that the user will make another pass through the hook cycle in the future. The investment occurs when the user puts something into the product of service such as time, data, effort, social capital, or money. Is there a connection between falling out of habits in our personal lives to technological products? Nir focuses on product design as opposed to habits in real life. Interestingly in the current time, we are co-creating the products in real time. Lots of products offline and online have a hook, but products that are connected with feedback have their products go though the hook much faster.  The fact that you can make a product in real time is very special, so if you think about the history of technological innovation or mass market production, Henry Ford famously said, “you can have any colour of novelty as long as it’s black”. Why? Because it was expensive to have the factory produce cars in different colours.  Through history and innovation, this process has been occurring faster and faster, until today, you are literally co-creating a platform. Let’s take Facebook — every time you like, comment, share, etc you are tailoring the product to your use.  Companies today that are very successful pass people through the four stages of the hook model very quickly.  How do you find the right trigger for your audience and how do you find the correct reward for the audience? There are two types of Triggers, you have the internal trigger and the external trigger.  External Triggers are things in our environment that tell us what to do next. This can be a notification, an ad, an email — anything that tells us what to do next with some kind of information in your environment.  For an association in the long term, it’s essential to have a long term Trigger. These are emotions, and more specifically negative emotions. When you’re feeling lonely you check Facebook or Tinder, if you’re feeling uncertain, you’ll check Google, if you’re feeling bored, you’ll check YouTube or Reddit. It’s all about the “itch” you seek to scratch. Every product (irrespective of what it is) has one fundamental goal and that goal is to modulate a persons mood. Everything makes us feel different. As someone who’s building a product that you want to turn into a habit, you need to understand when your customer is going to feel that “itch” during the day and how do you become that solution of choice.  To find the right reward, it’s about scratching the users itch and scratching in a way that’s better than the alternatives. Their current solution may involve sticky tape and putting things together in a very difficult way and your solution could be a super easy way of doing things that’s better than any of their alternatives.  When you want a user to conduct the initial action, should you offer a fixed or variable reward? For the past 150 years, the way you changed the perception was that you purchased ads. This is caused the mirror exposure effect — the more you see an object, the more impressions are made upon you and the more you like that thing. It’s no coincidence that the two candidates in the elections were household names.  In a country of 300m people, neither candidate was the best, but people had seen these names hundreds of thousands of times so they developed an affinity of these names. This is why we know the brand Coca-Cola — this is how advertisers used to do this, they kept showing you the brand again and again.  Interestingly, Twitter or Instagram don’t advertise as much. Why? It’s not the brand, it’s the product itself, the experience of using the product that changes our habits. With so much noise in the environment, including ads, content etc how do you stand out when time is so limited? Give them a hook! The ultimate form of a habit forming product is to no longer require external triggers. External Triggers is something which is rented from other people. For example, if you buy an advert through Google, you are renting someone’s habit of using the platform.  Eventually, the user learns to associate the use of the product or service with the internal trigger. So now you feel lonely, or bored or frustrated, you turn to a particular product or service.  This is why social media companies don’t post adverts. Their business models rely on you doing it by yourself or those companies go out of business.  How easy is it to transform from the external Trigger to the Internal Trigger? We use the external trigger the first few times to remind the user or when to use the product. The closer you couple the external trigger and internal trigger, the more likely you are to change long term use because users develop a particular association.  At a time when Instagram Influencers are on the rise, could we use this principles to keep users coming back again and again? Many companies have a problem where the product itself is not frequently used. What do you do in these situations? You can bolt on something that can become a habit.  Let’s take the two ‘C’s: Content and Community. If you can create a Content Habit, there’s a company in the US called William Sinoma that does cookware, they realised buying cookware will never become a habit so they created a website called Taste and released interesting content and formed a habit around the consumption of the content so that the result of the engagement will eventually be monetisation.  When it comes to online businesses, most are so fixated on checking out, they neglect the idea of checking in. How do you engage folks enough? Through forming a community around your products.  What is the most common Principle out of the 4 that most businesses are getting wrong? Every business is different, there’s not one that most people get wrong. The two biggest mistake companies make is that they think the people in silicon valley ‘just got lucky’, this just isn’t true. As well as not investing in the hooked model itself, companies just arn’t structured enough to utilise the hooked model because they’re stuck in their old ways of doing things.  Many companies follow a rule which is a huge mistake of simply trying to build the best product. The best product doesn’t always win.  There’s numerous companies that had the best technology that died because they didn’t create a customer habit. When you don’t create these habits, anybody can come in at a cheaper price and swoop your customers away. What do you look for when Investing in companies? Nir uses a framework called the GEM Model. Every company requires the following: G — Growth E — Engagement  M — Monetisation Nir focuses on the ‘E’. However each of these three things are necessary, individually they are not sufficient.  What other things do Entrepreneurs need to do to impress Investors and secure funding? Nir advises that we should back up a little bit and challenge the notion about why a company would need to impress investors at all. Investment isn’t something that’s sold, it’s something that’s bought. If you have to sell an investor, you’ve already lost the game. You should be selling your customer. If you can sell your customer and you’ve got a way to profitably grow that Enterprise, investors will come begging.  How do you know when somebody is hooked? That’s a great question — everybody company is different and this will vary from company to company. As we improve the quality of our product, is the number of hooked users increasing in a particular cohort? You’ll often find that on certain elements of the hooked model, you’ll need some improvement. Once you’ve improved your product you check if there’s a greater frequency of people in a particular cohort who are hooked? Can the Hooked model be used by bootstrapping stage and funded stage? In fact, it’s most useful at the very very early stage. Before you hire anyone, the best place to use the hooked model is to use it at the very beginning. Ask yourself the questions that are in the book and you’ll have the hook really well flushed out.   The other stage when they use this is when something is broken, this is when people aren’t sticking around. A lot of companies and VCs that go to him, they have an amazing growth rate, yet they are a leaky bucket because too many people are coming and going. Engagement is when you block those holes in the bucket and get people to stick around, only then will growth matter. 

Dr. Dan welcomes back listener favorite Dr. Stuart Shanker to the 32nd episode of The Parent Footprint Podcast. https://www.facebook.com/StuartShanker2018/ International parenting expert and bestselling author Dr. Stuart Shanker (https://self-reg.ca/ ) has helped countless children and families learn about (and break) the stress cycle with his professional work and his paradigm-shifting book, SELF-REG: How to Help Your Child (and You) Break the Stress Cycle and Successfully Engage with Life (now available in paperback).   Today Dr. Dan and Dr. Shanker discuss and offer ways to tackle the ever present topic of craving and The Hook Model and how it detrimentally affects most kids today (and their parents). Listeners will recognize the fascinating science behind what happens when dopamine is triggered and how it creates stress and anxiety. There is a difference between wanting and liking. Once dopamine is triggered this craving needs an outlet and often there is none... for our children today especially with technology and social media this can be very difficult. The biggest takeaway from today: young people are especially susceptible to cravings (dopamine triggerings) and are so easily hooked and this then leads to so much anxiety -- and that is a stressor without an outlet or ending for our children/teens. The solution will be eye opening for all parents -- Dr. Shanker gives parents the exact language to have this discussion with their own child(ren) and how to conquer it. At the end of the episode Dr. Dan asks Dr. Shanker about his #1 piece of advice for listeners from today’s show and Dr. Shanker uses his own Parent Footprint moment about his son to illustrate how as a parent it is hard for even Dr. Shanker a self-reg “guru” to say no and that as parents we need to set limits and say no sometimes. Dr. Shanker’s recent blog dives even deeper into related information: https://self-reg.ca/2018/02/08/self-reg-view-constant-craving/ Dr. Stuart Shanker is a distinguished research professor emeritus of psychology and philosophy at York University and the creator of The MEHRIT Centre. He attended the University of Toronto, where he received his bachelor's and master's degrees. At the University of Oxford, he obtained his D. Phil. with distinction in philosophy and his work is used globally. Watch this free video to learn more about Dr. Dan and Parent Footprint Awareness Training®.

For episode 053, we're joined by best selling author, speaker, and behavior change expert Nir Eyal, as he shares the powerful insights and strategies that companies inside and outside the fitness industry use to create engaging products and foster repeat clientele. Today on the show, we navigate the intersection of psychology, technology, and business, as Nir provides a comprehensive approach for using modern technology to build habit-forming products and how to apply these techniques to the wellness and fitness world. We dive into the psychological principles that lead to habit change with Eyal's "Hook" model, which involves four main steps: trigger, action, variable reward, and investment. He explains the value of understanding these different stages, and how building around your user's' own internal drivers will help to create an emotionally rewarding experience and keep customers coming back for more.  With all the advances in our modern world, how can club owners and fitness pros combine new technologies and these habit-forming principles to make a profound impact on health, create loyal fans, and increase member retention? The answer to that question and much more takeaways for club owners, operators, and fitness pros in this episode with Nir Eyal. About Nir Eyal Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. The M.I.T. Technology Review dubbed Nir, “The Prophet of Habit-Forming Technology.” Nir founded two tech companies since 2003 and has taught at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. He is the author of the bestselling book, Hooked: How to Build Habit-Forming Products.In addition to blogging at NirAndFar.com, Nir’s writing has been featured in The Harvard Business Review, TechCrunch, and Psychology Today. Nir is also an active investor in habit-forming technologies. Some of his past investments include: Refresh.io (acquired by LinkedIn), Worklife (acquired by Cisco), Eventbrite, Product Hunt, Marco Polo, Presence Learning, 7 Cups, Pana, Kahoot!, Byte Foods, Anchor.fm, and Symphony Commerce. Nir attended The Stanford Graduate School of Business and Emory University. Listen To Episode 053 As Nir Eyal Uncovers Behavior design principles that can build healthy habits into our wellness routine The crucial difference between forming habits and developing addictions How to maintain our ethics when manipulating the habits and behaviors of the consumer How gym's can use tech to create sustainable and healthy behavior change for their members The basic tenants of products and services that lead to habit formation How facilities can minimize advertising costs by increasing member retention Understanding our "present bias" nature how to speed up reward systems How to create present moment rewards that hook people into healthy behaviors Why simplicity is key for creating sustainable behavior change How clubs can use client's biometrics and activity data to create a virtual coaching experience  How we can leverage "tribe effect" and "social contagion" to steer our actions Communication tools that to add accountability and build engaged communities How to identify the needs of your target consumer and deliver on your promises The "Hook Model", a basic framework of the 4 key stages: Trigger: How does the loop initiate? In the beginning, this may be through external triggers (such as an email, notification, icon badge, etc) but through successive loops, the user eventually creates internal triggers where a particular thought or emotion will send them back to your product. Action: Once the user is aware they need to use your product (through the trigger), what it the simplest action they can perform to get some kind of reward. For example, a Facebook "Like". Variable reward: How are they rewarded for this behavior? This could be social validation (e.g. "my friends approve!"), collection of material resources (e.g. add a photo to a collection) or personal gratification (e.g. inbox zero). The "variable" part is important - rewards should not always be predictable, encouraging users to repeat the cycle. Investment: Finally, the user needs to put something back in to increase the chance of repeating the loop. This could be content (e.g. a book in your Kindle), user entered data (e.g. profile information or linked accounts), reputation (e.g. something to gain a 5 star seller review), or a learned skill (e.g. I'm now really good at this software program). The investment also sets up the trigger to for the next cycle of the loop. Top 3 Takeaways From The Show It's more profitable for clubs to keep their existing members than to acquire new ones. Gym owners must not fall into the mentality that losing customers each year is simply par for the course and that all they have to do is keep advertising to bring in new business. Nir recommends placing a heavy emphasis on using tech that will engage the member and keep them coming back so businesses save on costly advertising and avoid aggressive marketing campaigns.  Nir reminds us that we have to understand that human behavior is symptomatic of what's known as “present bias." This tendency proves the importance of creating an immediate reward system to hook our customers and bring the gratification from their actions closer to the present moment. Using exciting new tech and social contagion can help create better exercise habits in members by adding more enjoyment to the workout experience.  With the exciting advances in technology, it's important to develop a truly ethical framework for "hooking" people through psychological manipulation. Some of the technologies we see today drive addiction with little regard for the detrimental impact on the consumer's health, but Nir believes if we keep wellness at the forefront of our product creation and tech implementation we will be successful in building healthy habits to enhance the lives of our consumers. Power Quotes From Nir Eyal "Wherever new technologies suddenly make a behavior easier, new possibilities are born ."  - Nir Eyal on the Fitness + Technology Podcast "The big problem with humans is that we have a "present-bias" and don't assess the future consequences of our behaviors. We can change our actions by using technologies to bring the rewards closer to the present moment with the long-term goal of getting people to enjoy these behaviors."  - Nir Eyal on the Fitness + Technology Podcast "There are only three ways to capture your competition’s users’ habits. Either make the reward more fulfilling, send users through the hook faster, or cycle through the hook more frequently."  - Nir Eyal on the Fitness + Technology Podcast Resources Mentioned From Nir Eyal Amazon: Hooked: How to Build Habit-Forming Products Kindle: Hooked: How to Build Habit-Forming Products  Audible: Hooked: How to Build Habit-Forming Products Nir's Blog The Hook Model The Four by Scott Galloway 023 The Truth About Health Clubs & Behavior Change - Jan Middelkamp 048 Bryan O'Rourke: The Latest In Betterment Technology 2017 Google Facebook Apple Amazon Alexa WhatsApp Get Fit Over 40 Gym Hero Pro Fitbit Dexcom Thanks To Our Outstanding Sponsors Bryan O’Rourke and his family of companies including Vedere Ventures, Integerus Advisors, and many more. If you are looking for unmatched guidance, capital, insights or a great speaker or facilitator, Bryan and his partners are the go to resource for your organization. To learn more visit bryankorourke.com The Fitness Industry Technology Council, your non-profit resource for reliable technology information supported by forward-looking brands who are seeking to drive increased technology adoption in the fitness industry. Make a difference and join FIT-C at fittechcouncil.org today Check out Bryan and his partner Robert Dyer's recent book "9 Partnership Principles: A Story of Life Lessons" which is available now on Amazon.com Become A FIT-C Podcast Sponsor Contact the Fitness Industry Technology Council to become a Podcast Sponsor Review our various options for Sponsorship Send us a Facebook Message 

In this episode we discuss How To Use “Mind Control” Techniques to Create Any Habit You Want, why we are driven much more by pain than pleasure, the “hook” model for describing human behavior, how to hack your rewards to change your behavior, the power of tiny amounts of friction, and much more with Nir Eyal.    Nir Eyal is an expert in “behavioral design” having worked in both advertising and video gaming helping companies build and create more engaging products. Nir is the Wall Street Journal bestselling author of the book Hooked: How To Build Habit Forming Products and has been featured in Forbes, Psychology Today, and more. Nir is an active angel investor and currently writes to help companies create good habit and behaviors in their users on his blog NirandFar.com.   We discuss:   Persuasion, mind control, and behavioral design What is a habit and how do you define it? How we can leverage technology to build healthier habits How 50% of your actions take place with little or no unconscious thought Internal vs External triggers  There is only one reason you use a product or service - to modulate your mood - that’s it Our behaviors are driven NOT by seeking of pleasure, but rather the quelling of a unconformable emotion  Figure out what your frequently occurring internal triggers are We are driven more by PAIN than by PLEASURE There’s no end to what we can accomplish if we can understand that pain is our primary motivator Even seeking pleasure = satisfying the PAIN of WANTING The power of the unknown to draw us in  The 4 stages of the “Hook” Model on how Habits are formed and sustained Rewards are actually wanting to quell the “stress of desire” Discomfort drives us to action How the same mental hardwiring behind addiction also underpins love and desire The easier you can make a behavior the more likely people are to do it The biggest thing that drives people to adopt technology is making life EASIER Reward itself doesn’t have much impact on your brain, its the anticipation of the reward that drives us  3 Kinds of Variable Rewards Rewards of the Tribe Rewards of the Hunt Rewards of the Self Belief is as much of a factor in addiction as physical dependency itself How making a behavior just a little bit easier can have dramatic results How to put the hook model in reverse and destroy bad habits How putting space between steps in your habit loop can create massive changes How can you make bad habits more difficult, take longer, or be harder to do? How you can use “temptation bundling” to break the hold of variable rewards in your habit loop Never do something when you don’t have the end in sight - do things that have a finite END so that you don’t get hooked Key question you must ask yourself: Is this technology serving ME, or am I serving IT? One simple piece of advice to implement the ideas discussed in this interview right away How to leverage technology to combat technology that is distracting you  Learn more about your ad choices. Visit megaphone.fm/adchoices

My friend, we’ve arrived, this is it, episode 100 of Wellness Force Radio!   Aloha! Josh here. REVIEW | ENTER TO WIN 1 of 5 PRIZE PACKS | Full Details   In this ultra special episode, I’m going to do more of what I love to do most, I get to share and GIVE. To thank you for your support since July of 2015, I’m giving away over two thousand dollars in prizes to celebrate reaching our first 100 shows together, and on top of that, this is going to be an incredible podcast where I’m guiding you through an audio journey with 9 world class wellness influencers sure to leave you with inspiration and some tactical, real life tools to help you get more wellness in your life.   Here's the details on your prize packs:   Knowledge Pack This pack was created to give you clarity and help plan your best and most inspired actions for your wellness. These Wellness Force approved books include 6 best-selling authors shipped right to you home including: Dr. Jade Teta: The Metabolic Effect Diet David Zappazodi: Immovable Heart Unstoppable Mind Melissa Hartwig: Food Freedom Forever Bonnie Kelly: True To Your Core Craig Ballantyne: The Perfect Day Formula John Lee Dumas: The Freedom Journal Health Pack This is the Ultimate Wellness Bundle from Perfect Supplements including: Rhodiola Rosea to elevate mood and calm stress Prescript-Assist Prebiotic/Probiotic for gut health 100% grass-fed hydrolyzed collagen for satiety, skin, and joint health Energy Pack Made to get more energy in your cells and music in your ears including: Organifi Green Juice - 30 Day Supply 66 Audio Revolution Wireless Bluetooth 4.1 Audio Headphones Mindfulness Pack Built to get more wellness and reduce your daily stress through breath and meditation including: Muse Brain Sensing Headband to take out the guesswork of meditation and help you stay consistent with your practice. Spire Breath & Activity Tracker that captures your breathing patterns and makes them meaningful and actionable so you can get the reminder to take a deep breath at just the right moments in your day. Transformation Pack The grand prize is here to jumpstart your wellness with a Wellness Force coaching package including: Four one-on-one coaching sessions with Josh Trent 30 Days of unlimited access to Josh Trent’s personal email Unlimited access to the Wellness Force Android or iPhone virtual coaching app with private messaging to ask your wellness questions directly to Josh, on the go right from your phone Access to the Wellness Force video library with over 100 bodyweight exercises to choose from We Have Arrived If you’ve been listening to Wellness Force for awhile, or if you’ve been with us since the beginning, you know by now that great things tend to take us time, effort, and the hardest one of them all - trusting the process - especially when it comes to our wellness. For episode 100, I’m walking you through nine of my favorite moments over the past 100 interviews, to pull the gems of wisdom, moments of laughter, and the real life action steps that I've learned to both trust and believe in.   I want to share my truth: This entrepreneurial and podcast path has not been 100% rainbows. Even since early childhood, I have known, deep down, that I march to the beat of a different drummer. Maybe you feel that too, and that’s why you’re here. I’ve faced inner and outer demons I wouldn’t wish on anyone, and since I woke up in 2011, I’ve done some really, really, hard work to let go of old stories about genetics, beliefs, and the people and things that don't serve my wellness. But yet as hard as this has been, I’ve also learned that when you operate from a place of love and service to others, and if you really want something, all the universe conspires in helping you to achieve it.   This podcast has been my home, my work, and my life for almost two years now, and today, I get to give thanks to YOU.   How To Enter To Win 1 of 5 Prize Packs To enter to win 1 of 5 prize packs, all you have to do is leave a 5 star review for the podcast on iTunes right from your phone or computer, and you'll be automatically entered to win the prize pack of your choice.   Here's how you can click to leave a review from your iPhone, easily right now. Just follow the directions in the video here. That will take you right to the review screen on your iPhone and after you hit “send” that’s it, you’re entered! Just a quick head’s up, after you hit send, your review won’t show on iTunes for 24 hours.   Any questions on how to enter from your computer? A quick 30 second video here will show you how below:    **Winners will be chosen by a random computer and your iTunes username will be announced on March 14th right from the Wellness Force Facebook page, so make sure you like our page and turn on notifications to claim your prize pack March 14th.   **Full Giveaway Rules Here     Now, it's let’s jump into this special show and waterfall of gratitude for you. Because you’ve trusted me with your valuable time and your wellness, I get to live my mission, and when I close my eyes, I can see it clearly in my mind that together: we’re growing this community and serving over one million people’s lives to greater wellness this year.    9 World Class Wellness Influencers In 2017 David Zappasodi First up is my good friend and best-selling author of Immovable Heart, Unstoppable Mind, David Zappasodi. In our first clip, we’re talking about why wellness and achievement live in two different worlds. After 20 plus years as health and wellness professional, David believes that there is one universal reason that blocks most people from letting go off old their old weight. Let’s hear what and why right now with David, and be sure to listen to episode 072 for the full show.   Michael Strasner Michael Strasner is one of the most respected leading experts in personal transformation, and taught me in person how to open my heart in the advanced emotional intelligence and leadership course that changed my compass forever. This was a really emotional episode for me as from Micheal’s teachings, I was able to connect with my father after 2 years of not speaking, and let go of some weight I’d been carrying around for years. In this clip, Michael is talking with us about the difference between our feelings and emotions, and commitment to self, how we can harness energy to guide us towards wellness without letting emotions hold us back. Let’s drop in with Michael, and be sure to listen to episode 027 for the full show.   Tom Bilyeu Our next clip is with a powerful speaker, health entrepreneur, the co-founder of Quest Nutrition and the Host of Impact Theory, Tom Bilyeu. In this segment, Tom is talking about the promises we keep to ourselves and why. How his mission now with Impact theory spearheading a movement to facilitate mental transformation, both through its empowering content and by accelerating the businesses and entrepreneurs destined to change the world. Tom wants to free people from The Matrix. Said another way, he wants to end the poverty of poor mindset. Tom dives into what the no BS answer is that will help end metabolic disease and how understanding mythology and rituals can empower us in our wellness journey. Let’s listen in with Tom now and be sure to check out episode 098 for the full show.   Bonnie Kelly Our next guest is going to take you to the basement for some cleaning! In a good way. Bonnie Kelly, author, speaker, certified coach and my friend returns to wellness force radio to talk about her new book True To Your Core and how we perceive, interrupt, and experience reality is unique to all of us, just like your thumb print. Bonnie is talking about why neurologically, we are an endangered species. Bonnie is an expert in personal development and helping people heal from their past, and in this short clip she's explaining the science and real talk about how our brain chemistry is just like a computer, and like any computer, it can be reprogrammed with inspired action. From upgrading our subconscious beliefs to what it really takes to write a new story, Bonnie is giving us the clarity and the insights on why we do, what we do. Be sure to check out episode 087 for the full show.   Nir Eyal Nir Eyal is a best-selling author, speaker, and behavior change jedi-master that is educating people on how to build the sometimes challenging healthy habits we need to thrive in this technologically modern world. With the buzzing from apps, devices, and notifications pulling us away from our personal connections and conversations, Nir is teaching us about what he has come to know as the “Hook Model.” This is how companies create behaviors with technology that can benefit their users, or, turn them into addicts depending on their intention. In this clip, Nir pulls back the curtain for a look behind how companies use psychology to capture our attention, including triggers, actions, variable rewards and investment. Once we know how they do it, we can then consciously choose where we put our attention and avoid being disconnected from the relationships we care about. We can use technology to give us wellness, rather than take it away. You can hear Nir’s full story and mission on episode 048.   Daniel Schmachtenberger Prepare to get you brain fed high octane on our next clip. Daniel Scmachtenberger, the Co-Founder of The Neurohacker Collective, shares far beyond how a Nootropics like Qualia can provide a comprehensive hardware upgrade for radical cognitive enhancement and emotional resilience, but also how he believes it creates the building blocks towards a better planet. Daniel is sharing his brilliant mind and expertise of the body and brain to teach us the why, how, and what these cognitive enhancers can do the health and speed of our mind. The was one of my all time favorite episodes on the podcast where I shared my n=1 experiment using nootropics, so be sure to download episode 096 for the full story.   Lisa Perkins This is where we trust our process. Lisa Perkins my friend and nutrition expert, is uncovering exactly how we can trust ourselves when it comes to food, by using intuition, time, and focused attention. Lisa shares about how when it comes to nutrition, rules minus relationship equals rebellion. When we impose rules upon ourself without first trusting the promises we make to our body about nourishing it, it’s going to end in rebellion. She believes that easy is earned; in the beginning of any nutrition program, you’ll have to pay attention to yourself just like if you were learning any new skill. Lisa not only has the science and accredited background as a precision nutrition coach, but she also has a heart of gold. Click on episode 085 for the full show with Lisa.   Ryan Yokome What happens in your physical body when you hear the word money? Do you get loose or get tight? Our next clip is with Ryan Yokome, an internationally recognized expert in the field of personal transformation. Ryan is the CEO of Money & Miracles Breakthrough Coaching and essentially he believes that money is just an exchange of energy. The challenge comes when we have an unhealthy relationship with our energy around money that can deflect it. Ryan has an extraordinary presence you’ll feel in this clip. He shares about how a lack of expression as a teen blocked his physical and financial wellness as an adult, and the stages of work he went through to overcome the block to call in the money and health he always wanted. Set your player for episode 079 to hear the full show.   Dan Pardi Our last clip is with a man who needs no introduction - health and human behavior specialist, Dan Pardi. Dan’s return to Wellness Force Radio is shining light on how we can use what he calls HumanOS to cut through the noise of the overwhelming information online so we can really find the health we’re looking for. Dan’s mission and his systems of finding the right answers for our mind, body, and spirit are so profound, we put his voice in our show intro. So in this final clip, Dan shares why no matter how much we know, it won't always inspire us to take the right actions. "Knowing without doing is the same thing as not knowing. What matters is if the knowledge that you have will give you an effective health practice for the long term.” Dan is one of my most trusted sources for wellness so you’ll want to download episode 088 for later.   Join Us For The Next 100 Shows!   You’ve arrived at the end of the show but it’s all good, there hundreds more episodes to pull energy and inspiration from on your phone that’ll last you for weeks. And regardless of our prize giveaway, I have more free stuff for you this week, but seriously these prizes are insanely good I hand picked them from all the things I go nuts for, so leave your quick iTunes review for the show right from your phone right now by clicking on the show artwork on your screen and touching the word REVIEW on the top, you can also click over to wellnessforce.com/100 and claim your spot to win!   Ok so anyways, the free stuff. I want to invite you to sign up for the Wellness Force Newsletter over at wellnessforce.com/news whether you want you awesome prizes or not because when you sign up, I’m giving you 3 free guides for better wellness including 7 Wellness Devices To Live More Mindfully, 5 Wellness Tech Devices To Gain Muscle, and How To Travel & Stay Healthy.   I want to thank so many people who have helped these past 100 episodes happen. There’s not another hour for me time to list everyone who has made this podcast possible, so I know I'm gonna miss a ton of people I love but special shout outs to Buzzy Torek and the whole team over at Epicast Network for making the show audio so great, to Perfect Supplements for believing in us and supporting the show with trustworthy and amazing products, to my brother James for being the example of how to live from the heart, to Amy Dalton for opening my eyes, my world, and my soul to what’s possible in relationships, to my mom and dad for giving me the gift of life, to my teachers: Watts, Hill, Brown, Hicks, Sagan, Silva, Teta and 20 plus more, both alive and gone for all you’ve given me, and to all of our powerful guests we’ve had on the show, last but not least to my warriors in the wellness community, I see you, I love you, and I support what you are doing to raise the consciousness and wellness that this world needs right now.   I literally can not wait to announce the winners of the prize packs on March 14th, and I also can’t wait to meet you in person at an event or online this year as Wellness Force grows. My birthday is fast approaching on April 29th and I’m doing the SEALFIT 20X that day. Do you want to join me? Write to me josh (at) wellnessforce.com with subject line 20X if you’re interested.   My friend, I know you already know this, but thank you for being here and being a part of this community who are up to big things, and doing the physical and emotional work needed to live our life well.   So until I see you again real soon, I’m wishing you love and wellness.    Josh Trent      Support This Podcast Leave a 5 star review on iTunes Share this episode with someone you care about Contact Wellness Force Radio for podcast sponsorship and partnership opportunities Rate & Review Wellness Force Aloha! Josh here. Listen, I deeply value your thoughts, now let your voice be heard. I live to serve the Wellness Force even better based on your words, feedback, and requests. (including how these episodes can allow you to break bad habits) Thanks To Our Amazing Sponsor Want to avoid more trips to the store and save hundreds of dollars a year on superfood supplements? Check out Perfect Supplements.com Go to perfectsupplements.com/wellnessforce to get your grass-fed collagen from today's show and sign up for a free membership, plus get 10% off your entire order - just enter promo code "wellnessforce" at checkout. Ask A Live Question For The Next Episode Click here to leave a voicemail directly to Josh Trent to be read live on the air.  You May Also Like These Episodes Food Freedom Forever With Melissa Hartwig Nir Eyal:Breaking Bad Habits, Technology Addiction, & Emotional Triggers Healthy, Happy & Harder To Kill w/ Steph Gaudreau of Stupid Easy Paleo Beyond Meditation: How To Get A Better Brain With Ariel Garten Living A Healthy Lifestyle In A Modern World With Dan Pardi Creating A Life Worth Living With Michael Strasner Get More Wellness In Your Life Join the Wellness Force Newsletter: www.wellnessforce.com/news Don't miss next week's show: Subscribe and stay updated Did you like this show? Rate and review Wellness Force on iTunes You read all the way to the bottom? That's what I call love! Write to me and let me know what you'd like to have to get more wellness in your life.

Nir Eyal is the Wall Street Journal Bestselling Author of "Hooked: How to Build Habit-Forming Products," And he is Shifter’s guest in this english speaking episode. Nir has developed «The Hook Model» which is a framework for identifying key aspects of habit-forming products. You know, the products and services you just can’t let go of. If you’re an innovator or an entrepreneur, this episode is for you. Nir is truly a great thinker and he shares his insights in this podcast. Nir Eyal will be visiting Norway the 20th of October at «Corporate Innovation Day». During Oslo Innovation Week. If you want to attend, you’d better hurry up. Use the code «shifter» for a discount. Thanks for rating the show in iTunes. And please continue to reach out to us with feedback! This week’s host: Lucas Weldeghebriel, co-founder of Shifter. Email: lucas@shifter.no See acast.com/privacy for privacy and opt-out information.

Do you intuitively know that in order for your health to rise to the next level you first must break your bad habits? Today's guest, Nir Eyal, helps companies create behaviors that benefit their users, while educating people on how to build healthy habits in this busy modern world. Nir Eyal is a best-selling author, speaker, and behavior change jedi-master that is educating people on how to build healthy habits in their own lives. He writes for TechCrunch, Forbes, Psychology Today, and is a frequent speaker at industry conferences and Fortune 500 companies. As the author of Hooked: How to Build Habit-Forming Products Nir has taught at the Stanford Graduate School of Business and Design School on practical insights to create user habits that stick. Are You Addicted To Technology? How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Why We Do What We Do With technology growing exponentially, it is no surprise that the waterfall of apps, wearables, and the internet of things have become a double-edged sword in our world. On one hand, technology has given rise to advances in human connection, expression, and productivity, while on the other, without mindfulness and intention, it can harm the most important thing we have: our health and wellness. To balance the demands of this attention-grabbing technology while still maintaining our vitality and well-being, Nir's new book profoundly uncovers the how, why, and what makes this addictive technology, well, addictive.   Behavior Change Nir's blog is about the intersection of psychology, technology, and business. He calls it “behavioral design.” The topics at Nir's blog encompass user experience, behavioral economics, and a dash of neuroscience. Since 2003, Nir has sold two technology companies and now help teams design more engaging products. For most of his career he has worked in the video gaming and advertising industries where he learned, applied (and at times rejected) the techniques used to motivate and manipulate users.  His life's work in behavioral design has flourished from his writing, speaking, and consulting by helping companies create behaviors that benefit their users, while educating people on how to build healthy habits (and breaking bad habits) in this busy modern world. Links From Today's Show Nir's Book Nir's Blog The Hook Model 7 Cups App Pantry Non invasive glucose monitor "Why Fitness Apps Are making You Fat" "Addiction By Design" by Natasha Dow Schüll "Redirect" by Timothy D. Wilson Ask A Live Question For The Next Episode Click here to leave a voicemail directly to Josh Trent to be read live on air!  Rate & Review Wellness Force Aloha! Josh here. Listen, I deeply value your thoughts, now let your voice be heard! I thrive to serve better based on your words, feedback, and requests for the Wellness Force Community. (including breaking bad habits) Get Your Free Audio Book http://www.wellnessforce.com/FreeBook You May Also Like These Episodes A Personal Trainer For Your Mind With Julianna Raye Healthy, Happy & Harder To Kill w/ Steph Gaudreau of Stupid Easy Paleo Beyond Meditation: How To Get A Better Brain With Ariel Garten Living A Healthy Lifestyle In A Modern World With Dan Pardi  Creating A Life Worth Living With Michael Strasner Get More Wellness In Your Life: Download your free Digital Health Transformation Guide: wellnessforce.com/radio Don't miss next week's show: Subscribe and stay updated Did you like this show? Rate and review Wellness Force on iTunes So nice!  You read all the way to the bottom? That's what I call love! I do the same thing for the people, things, and movements I care about as well. PS: Looks like you and I share the same passion. I'm grateful for you and want to extend you my email address. Write to me and let me know what you'd like to have to get more wellness in your life!

Hooked How to Build Habit-Forming Products By Nir Eyal Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded…

Moe and Nir discuss "The Hook Model," a four steps process companies use to build customer habits.