A great read for anyone interested in understanding why some products are used over and over again and why some fail.
The Hooked model, by Nir Eyal - Trigger, Action, Variable Reward and Investment.
I'm not going to write about the book in its entirety - but one of the chapters stroke me as very useful and applicable to any business.
The chapter that dives into different actions.
The Fogg Behaviour Model
The Fogg Behaviour Model. Never heard of it? No worries - read on and learn.
Heard of it and know everything there is to know? Please tap a friend on the shoulder and share this post - because it is valuable! And make her/him buy the book of course! Or buy the book as a present?
Dr. B.J. Fogg, Director of the Persuasive Technology Lab (Yup, it's real - not something I just came up with!) at Stanford University has developed a model that serves as a relatively simple way to understand what drives our actions.
Behaviour = Motivation * Ability * Trigger
Any given behaviour will occur ONLY when all of the three factors are present in sufficient degrees. The example used in the book and by Dr. B.J.Fogg when explaining the model is very simple.
Think of a time where your phone rang and you didn't take it.
Perhaps the phone was ringing from the bottom of an overfilled bag. Your ability to answer the call was limited.
The call could be from a potential marketer or a scam call or you simply didn't know the number? Your motivation was lacking and you didn't answer the phone.
Or the third option. The call was both important and you wanted to answer - but the phone was silenced so you didn't receive a trigger.
Think about your own product and service: do your customers/users have the ability to use your service. Do they have the right amount of motivation? And can you help them take action by providing them with a trigger?
The book is very interesting for anyone who wants to apply a Silicon Valley mindset. You should read it and add some of the tactics suggested immediately.
Related article: Every Danish Startup Should Consider a Pilgrimage to Silicon Valley
Want to know more about Silicon Valley and how Innovation Centre Denmark can help you explore this wonderful area?