Instead of relying on expensive marketing, 
habit-forming companies link their services to the users daily routines and emotions

1. P O W E R O F H A B I T S
B E S T M A R K E T I N G 2 1 M AY 2 0 1 4

2. P O W E R O F H A B I T S
B E S T M A R K E T I N G 2 1 M AY 2 0 1 4

3. H A B I T S
an acquired behavior pattern regularly followed
until it has become almost involuntary
the habit of looking both ways before crossing the street.

4. H A B I T S
an acquired behavior pattern regularly followed
until it has become almost involuntary
the habit of looking both ways before crossing the street.

5. H A B I T S
an acquired behavior pattern regularly followed
until it has become almost involuntary
the habit of looking both ways before crossing the street.

6. – B A S V E R P L A N K E N & W E N D Y W O O D
“Interventions to change everyday
behaviors often attempt to change
people’s beliefs and intentions.”
M A R C H 2 0 0 6 , J O U R N A L O F P U B L I C P O L I C Y & M A R K E T I N G “ I N T E R V E N T I O N S T O B R E A K A N D C R E AT E C O N S U M E R H A B I T S ”

8. – D E R Z O N A N D L I P S E Y ( 2 0 0 2 )
“For the duration of the campaigns, on
average, viewers’ levels of abuse actually
increased, even though their attitudes toward
abuse became more negative.”
A M E TA - A N A LY S I S O F T H E E F F E C T I V E N E S S O F M A S S - C O M M U N I C AT I O N F O R C H A N G I N G S U B S TA N C E - U S E K N O W L E D G E ,
AT T I T U D E S A N D B E H AV I O R .

9. H A B I T S R E S I S T I N F O R M AT I O N A L
I N T E R V E N T I O N S

10. – B A S V E R P L A N K E N & W E N D Y W O O D
“ Because habits are linked to recurring
performance environments, they are not
easily changed with only downstream,
informational interventions.”
M A R C H 2 0 0 6 , J O U R N A L O F P U B L I C P O L I C Y & M A R K E T I N G “ I N T E R V E N T I O N S T O B R E A K A N D C R E AT E C O N S U M E R H A B I T S ”

11. T H E S T R O N G E R T H E H A B I T,
T H E W E A K E R I N T E N T I O N E F F E C T
O N B E H AV I O R .

12. I N S T E A D O F R E LY I N G O N
E X P E N S I V E M A R K E T I N G ,
H A B I T- F O R M I N G C O M PA N I E S
L I N K T H E I R S E R V I C E S T O T H E
U S E R S D A I LY R O U T I N E S A N D
E M O T I O N S

13. CABLE

14. CABLE

15. HOW?

16. R E V E R S E
E N G I N E E R I N G
H A B I T S

18. H E I D I G R A N T H A LV O R S O N - H B R 2 0 1 4 M AY

20. H I G H E R C U S T O M E R
L I F E T I M E VA L U E
C R E AT I N G C U S T O M E R H A B I T S D R I V E S
N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

21. G R E AT E R F L E X I B I L I T Y
T O I N C R E A S E P R I C E S
C R E AT I N G C U S T O M E R H A B I T S D R I V E S
N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

22. F O R A N Y B E H AV I O R T O O C C U R :
A B I L I T Y, M O T I VAT I O N & T R I G G E R
A C C O R D I N G T O B J F O G G
b=a+m+t

23. W H E N D E S I G N I N G
P R O D U C T S T O C R E AT E
H A B I T S , S TA R T W I T H
A B I L I T Y B E F O R E
M O T I VAT I O N

24. M O T I VAT I O N
A C C O R D I N G T O B J F O G G
Seeking Avoiding
Pleasure Pain
Hope Fear
Acceptance Rejection

27. N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

28. T R I G G E R
1 .

29. T R I G G E R
1 .
Facilitator trigger
Signal triggers
Spark trigger

31. A C T I O N
2 .

32. R E WA R D
3 .

33. 3 T Y P E S O F VA R I A B L E R E WA R D S
T R I B E H U N T S E L F

34. S E A R C H F O R S O C I A L R E WA R D S
T R I B E
• empathetic joy
• recognition
• partnership
• competition
• cooperation

35. S E A R C H F O R S O C I A L R E WA R D S
T R I B E
• empathetic joy
• recognition
• partnership
• competition
• cooperation

36. S E A R C H F O R R E S O U R C E S
H U N T
• material rewards
• information rewards

37. S E A R C H F O R R E S O U R C E S
H U N T
• material rewards
• information rewards

38. S E A R C H F O R M A S T E RY
S E L F
• competency
• consistency
• completion

39. S E A R C H F O R M A S T E RY
S E L F
• competency
• consistency
• completion

40. I N V E S T M E N T
4 .

41. W E I N V E S T F O R F U T U R E B E N E F I T S
P E R S O N A L
D ATA
E F F O RT /
T I M E
E M O T I O N A L
C O M M I T M E N T

42. I N V E S T M E N T S S T O R E VA L U E
I M P R O V I N G T H E P R O D U C T W I T H U S E
network effect

43. I N V E S T M E N T S S T O R E VA L U E
I M P R O V I N G T H E P R O D U C T W I T H U S E
network effect

44. I N V E S T M E N T S C R E AT E P R E F E R E N C E
We value things more when put work in them.

45. A S W E I N V E S T,
W E S E E K T O B E
C O N S I S T E N T
Changing attitude and perception to avoid
COGNITIVE DISSONANCE
Source: Jon Esler, 1983

46. N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

47. E A C H PA S S T H R O U G H
T H E H O O K H E L P S
S H A P E U S E R
P R E F E R E N C E S A N D
AT T I T U D E S

48. T H A N K S