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Hooked - How to build habit forming products, a talk about the book
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Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal
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What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.
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A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
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https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
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Recommended
Hooked - How to build habit forming products, a talk about the book
Hooked - How to build habit forming products
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PiXeL16
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Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal
Enterprise Habit-Forming Products
Enterprise Habit-Forming Products
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Ā
Hooked Model
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What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
Hooked: How to Build Habit-Forming Products with Nir Eyal
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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.
Hooked ā How to Build Habit-Forming Products - Nir Eyal
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https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
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Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companiesā resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
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Products can profoundly CHANGE OUR BEHAVIORS. 100ās of millions of users and 100ās of millions of dollars. Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO HABITS ARE BUILT UPON like the layers of a pearl. Triggers come in two favors: EXTERNAL & INTERNAL EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA People who are depressed check email more often When we feel LONELY we use When we feel UNSURE we use When we are BORED we use Do you know your customerās INTERNAL TRIGGER? What triggers make so habit-forming? Fear of losing the moment. Solves the pain but it is also a social network. The SIMPLEST BEHAVIOR in anticipation of a reward. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER THE ENERGY FOR ACTION THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection ABILITY: the capacity to do a particular action Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS It all starts with the ACCUMBENS Not exactly stimulating pleasure? They were stimulating the STRESS OF DESIRE. Our reward system activates with anticipation ā¦ and calms when we get what we want. Thatās the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. Variability causes us to focus and engagement ā¦and increases behavior. The nucleus accumbens is stimulated by variability. 3 types of VARIABLE REWARDS: TRIBE, HUNT, SELF TRIBE SEARCH FOR SOCIAL REWARDS We like social rewards We value recognition and cooperation HUNT SEARCH FOR RESOURCES Stems from the hunt for food and resources Hunt for variable material rewards Hunt for variable information rewards WARNING! Variable rewards are not a free pass. Your products must address the itch Build variable rewards that scratch the users itch but leave them wanting more Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data Investments increase the likelihood of the next pass through the Hook in TWO ways INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK Each pass through the Hook helps THE MORALITY OF MANIPULATION Users take our technologies to bed They check our devices before saying good morning to loved ones. Quite possibly the CIGARETTE OF THIS CENTURY. What do we have when changing user behavior? RESPONSIBILITY THE WORLD IS FULL OF PROBLEMS TO FIX Build the world you want to see
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Thereās a lot of information out there for sales and marketing professionals. In fact, as our friend Erik Devaney at Drift.com points out, a quick search of the term āsales and marketing adviceā yields more than 90 million results on Google. Whatās more, there are tons of industry influencers who, on a regular basis, share their views on everything from content marketing and sales, to pricing and customer success. Itās a noisy conversation, and for many, a confusing one. So, how do you make sense of it all? By focusing on the sales and marketing efforts that actually produce results, not flash-in-the-pan engagement. But finding those results is a little challenging. Thatās why we decided to put together our latest report with Drift.com, The State of Sales and Marketing at the 50 Fastest-Growing B2B Companies. Using Mattermark data, we were able to identify the fifty high-growth companies in the U.S. and evaluate their marketing activities to understand which practices really moved the needle. In order to make the qualitative portion of our research more tangible, we evaluated each company on the list in light of how they approached content, customer communication, path to purchase, and pricing. What we and the team at Drift.com discovered was surprising, to say the least.
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Whatās The big ideaL?
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Social media influencers have taken over influencer marketing by storm. In a recent report, Redseer estimates that influencer marketing would be worth $2.8 ā 3.5 Bn in 2028 as more brands are leveraging the credibility of influencers to promote their products.Ā
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Products can profoundly CHANGE OUR BEHAVIORS. 100ās of millions of users and 100ās of millions of dollars. Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO HABITS ARE BUILT UPON like the layers of a pearl. Triggers come in two favors: EXTERNAL & INTERNAL EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA People who are depressed check email more often When we feel LONELY we use When we feel UNSURE we use When we are BORED we use Do you know your customerās INTERNAL TRIGGER? What triggers make so habit-forming? Fear of losing the moment. Solves the pain but it is also a social network. The SIMPLEST BEHAVIOR in anticipation of a reward. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER THE ENERGY FOR ACTION THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection ABILITY: the capacity to do a particular action Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS It all starts with the ACCUMBENS Not exactly stimulating pleasure? They were stimulating the STRESS OF DESIRE. Our reward system activates with anticipation ā¦ and calms when we get what we want. Thatās the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. Variability causes us to focus and engagement ā¦and increases behavior. The nucleus accumbens is stimulated by variability. 3 types of VARIABLE REWARDS: TRIBE, HUNT, SELF TRIBE SEARCH FOR SOCIAL REWARDS We like social rewards We value recognition and cooperation HUNT SEARCH FOR RESOURCES Stems from the hunt for food and resources Hunt for variable material rewards Hunt for variable information rewards WARNING! Variable rewards are not a free pass. Your products must address the itch Build variable rewards that scratch the users itch but leave them wanting more Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data Investments increase the likelihood of the next pass through the Hook in TWO ways INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK Each pass through the Hook helps THE MORALITY OF MANIPULATION Users take our technologies to bed They check our devices before saying good morning to loved ones. Quite possibly the CIGARETTE OF THIS CENTURY. What do we have when changing user behavior? RESPONSIBILITY THE WORLD IS FULL OF PROBLEMS TO FIX Build the world you want to see
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Stop spending thousands of dollars on paid advertising and start implementing viral growth mechanisms within your product to acquire more users. Here are some good examples :) - Slides from a talk given at Station F
Organic Acquisition: How To Acquire A Million Users With Zero Marketing (mobi...
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Mozza
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If you are looking for investor for your business, our content-ready investor pitch deck pe PowerPoint presentation slides will prove to be a must-have component in your toolkit. You can leverage these equity crowdfunding PPT templates to get familiar with topics such as organizational structure, executive summary, milestones achieved, product/services, USP, competitive landscape, technology trend, marketing strategy, financial summary, geographical expansion, and many more. Apart from these, related topics such as start-up funding, fundraising, seed funding, financial modelling, investor business proposal, angel investment and venture capital financing are also covered. It will help convince potential investors about your idea and hopefully encourage them to invest into your business. Download investor pitch deck pe PowerPoint presentation to deliver an impactful presentation in front of the investors. This can surely make your job of obtaining finance much easier. Get a sturdy leg up with our Investor Pitch Deck Pe PowerPoint Presentation Slides. Ascend the ladder of success with elan
Investor Pitch Deck Pe PowerPoint Presentation Slides
Investor Pitch Deck Pe PowerPoint Presentation Slides
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YouTube Success Roadmap
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14 tips for Entrepreneurs how they can develop from an idea the Right Thing. The Right is being loved by your customers, gives meaning to you and employees and is profitable. Finding and later doing the Right Thing is an agile and iterative learning journey. With these 14 tips you can profit from the experience of successful entrepreneurs since you do not have to experience and fail by yourself. Hopefully, the slide deck helps other entrepreneurs.
14 Tips to Entrepreneurs to start the Right Stuff
14 Tips to Entrepreneurs to start the Right Stuff
Patrick StƤhler
Ā
Thereās a lot of information out there for sales and marketing professionals. In fact, as our friend Erik Devaney at Drift.com points out, a quick search of the term āsales and marketing adviceā yields more than 90 million results on Google. Whatās more, there are tons of industry influencers who, on a regular basis, share their views on everything from content marketing and sales, to pricing and customer success. Itās a noisy conversation, and for many, a confusing one. So, how do you make sense of it all? By focusing on the sales and marketing efforts that actually produce results, not flash-in-the-pan engagement. But finding those results is a little challenging. Thatās why we decided to put together our latest report with Drift.com, The State of Sales and Marketing at the 50 Fastest-Growing B2B Companies. Using Mattermark data, we were able to identify the fifty high-growth companies in the U.S. and evaluate their marketing activities to understand which practices really moved the needle. In order to make the qualitative portion of our research more tangible, we evaluated each company on the list in light of how they approached content, customer communication, path to purchase, and pricing. What we and the team at Drift.com discovered was surprising, to say the least.
The State of Sales & Marketing at the 50 Fastest-Growing B2B Companies
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Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
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You know that word-of-mouth marketing is effective, but how do you do it well? We've distilled really good tips from Dan Martell's "Breaking Down the Methodology Behind Word of Mouth Marketing" and Paul Jankowski's "4 Tactics to Build your Word of Mouth" and illustrated them with case studies and statistics. Enjoy!
4 Tactics to Build Word Of Mouth
4 Tactics to Build Word Of Mouth
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How to write your first influencer marketing strategy presentation.
How to write your first influencer marketing strategy presentation.
Webfluential Global
Ā
Learn more about Mobile Growth: http://mozza.io Follow me on Twitter: https://twitter.com/adrienm These are the slides of a talk I gave at Le Camping, the most renowned French startup accelerator based in Paris.
12 Mobile Growth Tactics for App Launch, Acquisition and Retention
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What is Growth Hacking? You will learn 3 key things about growth hacking as well as famous examples of growth hacking ideas and techniques. This slides were presented during Barcelona Growth Hacking Meetup on 21.10.2013.
Introduction to Growth Hacking
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Whatās The big ideaL?
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Virginia Forum 2010 Do you think you could accomplish more if circumstances were different? Attend this program to discover and take away three specific approaches for enhancing your "outlook" and answering the question, "What is 'mind over matter' anyway?" Arrive prepared to laugh and be busy doing an "attitude tune-up!ā Presenter: Barbara E. Williams ā Managing Partner, Global Associates, Inc. Forum 2010 Event Page: http://wp.me/P4HrB-1Mk
Mind Over Matter: Choosing Your Attitude
Mind Over Matter: Choosing Your Attitude
Jon Hansen
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Slides for Minnesota Interactive Marketers Association March 2013 event, Neuromarketing & Web Persuasion, presented by Roger Dooley, author of Brainfluence.
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley
Ā
My slides from facilitating a class with trainees from The Event's Architects training program. A quick chat to show how infusing creativity into all aspects of Event Management can make you stand out from the competition.
Bending The World With Creativity
Bending The World With Creativity
Oje Ojeaga
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Abstract: LeanUX is bridging the gap between Design Thinking and Agile. While teams are embracing experimentation, it is important that your teams don't waste all of their time running experiments on unimportant + known aspects of your product. Assumptions Mapping is a LeanUX exercise that gives you the power to facilitate a conversation with your team and enable them to focus on what matters. If you find yourself in an organization trying to adapt to conditions of extreme uncertainty, this workshop gives you actionable tools and advice that you can take back to your teams and apply right away. Learning Outcomes: How to use Assumptions Mapping to illustrate risk & focus your experimentation How LeanUX is bridging the gap between Design Thinking and Agile What leadership and facilitation styles you'll need for LeanUX to thrive in your organization
Introduction to Assumptions Mapping - Agile2016
Introduction to Assumptions Mapping - Agile2016
David Bland
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Brand 2012
Brand 2012
Tab Hanutsaha
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Tools to recognize how adaptable you are (or are not) and ways to boost your adaptability
Adaptability Quotient - DevUp 2022.pdf
Adaptability Quotient - DevUp 2022.pdf
Angela Dugan
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Global Wellness Day Theme
THINKMAGENTA_BOOKLET_ENG.pdf
THINKMAGENTA_BOOKLET_ENG.pdf
ssuser6711e7
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Happiness is a state of mind. Be grateful to God who ever you are. Whatever you have.
Secret of Happiness
Secret of Happiness
Snawer Gill
Ā
Roger Dooley presents "Neuromarketing on the Web" to attendees at the 2013 Neuromarketing World Forum.
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Roger Dooley
Ā
Grit is not hard work. It is single-mindedness. Research indicates that if a candidate answers 'I finish whatever I begin' then he is most probably our candidate for performance. Or is it?
Grit is it a measure of success
Grit is it a measure of success
gaurav.kapil
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Mind the Product, 2018 London. This talk provides three practical tools that product leaders can use to uncover, accept, and act on what is trueāso that you can be less grumpy and more effective at work. Because isn't that what we all enjoy? The feeling that we're doing good work, and that it's working? (UBAD Model for Buy-InĀ byĀ Janice FraserĀ is licensed under Creative Commons Attribution-NoDerivatives License 4.0 International.)
Accepting the Truth at Work: 3 Practical Tools
Accepting the Truth at Work: 3 Practical Tools
Janice Fraser
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Life Coach
Life Coach Presentation Template.pptx
Life Coach Presentation Template.pptx
PankajSatkar2
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A share by Kit Ong on how to be better creative
How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?
YRVietnam
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Designing product for optimal engagement is challenging. This talk looks at how human biology can provide us with clues as to how people relate to products and experiences. Brain chemistry, emotional decisions, evolutionary cycles and social connections all play a part in how we connect to experiences.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
fresh tilled soil
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Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Nir Eyal, Designing for Habit-Formation, WarmGun 2013
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Marketing to the Mind - Pubcon, Las Vegas, 2012
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Bipolaraffectivedisorder 17-june-2016
Bipolaraffectivedisorder 17-june-2016
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15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...
15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...
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Copy That Converts - Pubcon, Austin, 2013
Copy That Converts - Pubcon, Austin, 2013
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Designing Better Ways to Do Boring Things, Like Insurance
Designing Better Ways to Do Boring Things, Like Insurance
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Mind Over Matter: Choosing Your Attitude
Mind Over Matter: Choosing Your Attitude
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Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
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Bending The World With Creativity
Bending The World With Creativity
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Introduction to Assumptions Mapping - Agile2016
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Brand 2012
Brand 2012
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Adaptability Quotient - DevUp 2022.pdf
Adaptability Quotient - DevUp 2022.pdf
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THINKMAGENTA_BOOKLET_ENG.pdf
THINKMAGENTA_BOOKLET_ENG.pdf
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Secret of Happiness
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Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
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Grit is it a measure of success
Grit is it a measure of success
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Accepting the Truth at Work: 3 Practical Tools
Accepting the Truth at Work: 3 Practical Tools
Ā
Life Coach Presentation Template.pptx
Life Coach Presentation Template.pptx
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How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?
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Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
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More from Nir Eyal
Nir Eyal, bestselling author of Hooked: How to Build Habit-Forming Products, wrote the book on the secret psychology of technology. However, in this talk, Nir provides the antidote to the current distraction crisis. Nir shares the findings of his five years of research into how to master what he calls, "the skill of the century," the power to be "Indistractable." Nir's entertaining, research-backed talk, provides practical advice and memorable strategies for managing distraction in business and life.
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
Nir Eyal
Ā
Technology is taking over our lives, especially in the workplace. What can we do to put technology in its place to finally get focused work done?
Slaying the Messaging Monster
Slaying the Messaging Monster
Nir Eyal
Ā
Chances are you've witnessed and even took active part in a lot of indiscriminate gadget use. But staying silent about bad technology habits is making things worse for all of us. We need to develop social antibodies, defenses against new harmful behaviors, or else we'll end up serving technology instead of it serving us. If we donāt build social antibodies, the disease of distraction will become the new normal. To do this, we need to find out who's to blame for our distraction and what we need to do about it. Read the whole blog post at: http://www.nirandfar.com/2016/03/why-people-check-their-phones-at-the-wrong-times.html
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Nir Eyal
Ā
Thereās little doubt that nearly everyone who comes in contact with the Internet has difficulty disconnecting. People everywhere are glued to their devices. But whoās at fault for its overuse? This deck explores the use and abuse of technology, especially in the workplace, so we can find solutions and understand what weāre dealing with. There are four parties conspiring to keep you connected and they may not be whom youād expect. Read the full article here: http://www.nirandfar.com/2016/02/4-people-addicting-technology.html
Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?
Nir Eyal
Ā
"Studies show adult friendships have a significant impact on our happiness and well-being. In fact, a lack of close friendships may be hazardous to your health. To nurture satisfying friendships, you need to spend some quality time with your friends. But the more professional opportunities come your way, the more time you'll spend away from your real-life friends. So how do we make sure we maintain the connection? This deck introduces the solution: The Kibbutz."
Happiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much Happier
Nir Eyal
Ā
Here's how to capture customer habits away from your competition. For the original article, see: http://www.nirandfar.com/2015/01/competitions-customers.html
4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer Habits
Nir Eyal
Ā
On November 13, 2012, Bill Gurley, a partner at Benchmark Capital, posted a remarkable essay on his blog. In it, he described the, ā10 factors to consider when evaluating digital marketplaces.ā Given the tremendous value marketplaces are known to create and how hard they are to get right, we found this essay to be a goldmine of insight. We wanted to digest Billās post into a more memorable format. The result is this brief checklist we hope will help take some of the luck out of evaluating marketplace businesses. As Bill wrote, āIt is unlikely that you will find a marketplace opportunity that would score ten out of ten with respect to this list.ā But according to Bill, the odds of success improve the more of these characteristics the business exhibits. Read Bill Gurleyās original post here: http://goo.gl/xoAUw - Nir (nirandfar.com) and Sangeet (platformed.info)
Making a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online Disruption
Nir Eyal
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Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
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Slaying the Messaging Monster
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Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
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Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?
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Happiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much Happier
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4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer Habits
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Making a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online Disruption
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Control of Local Blood Flow: acute and chronic
Control of Local Blood Flow: acute and chronic
MedicoseAcademics
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Parenteral route of Medication Administration. In this Intramuscular & Intravenous Injection is a part, here Explained about the sites, needed articles, Indication, Contra Indication, Complications & step wise Procedure was explained.
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Hooked Workshop
1.
h kHookedāØ āØ@nireyal
2.
Products can profoundly āØ CHANGE OUR BEHAVIORS.
3.
100ās of millions of usersā¦ ā¦and 100ās of millions of dollars.
4.
PA TT E SN R ?
5.
I wrote this ā¦ ā¦ more at: NirAndFar.com
6.
Close your eyes.
7.
HOWDIDYOUFEEL?
8.
When we FEEL AN ITCH we seek to SCRATCH IT.
9.
The brain associates behaviors that āØ PROVIDE A SOLUTIONāØ to whatever problem it encounters.
10.
The SOLUTION TO āØ OUR DISCOMFORT āØ is found in the productās use.
11.
Images of chocolate bring both pleasure and stress to ācravers.ā Source: Rodriguez et al 2005
12.
STRESS is a precondition for addiction. Source: Heilig and Koob 2007
13.
We are not designing for addiction NOT must be in graphic Do not design for addiction.
14.
A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO āØ habĀ·it
15.
Habitscanbeusedforgood.
16.
17.
1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
18.
2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
19.
Harnessing VERY GOOD HABITS can be FOR BUSINESS.
20.
Creating consumer habits drives āØ HIGHER CUSTOMER LIFETIME VALUE (CLTV).
21.
Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
22.
Creating consumer habits āØ SUPERCHARGES GROWTH.
23.
Creating consumer habits INCREASES DEFENSIBILITY.
24.
However, forming new habits is HARD WORK
25.
AND EXCEPTIONALLY RARE.
26.
But if your business requires āunprompted user engagement,ā
27.
A design pattern to helpāØ FORM BETTER PRODUCT HYPOTHESES.
28.
BUILDING IS EXPENSIVE
29.
INCREASE YOUR ODDS OF SUCCESS.
30.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$userās$problem$to$your$solu7on.$
31.
h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
32.
NOW IT IS YOUR
TURN
33.
ā Get into groups of 2 or 3. ā Describe your product or service. ā
Pick one product with one user.
34.
ā Why does your business require a habit? ā What problem are users coming to solve? ā
How do they currently solve the problem and why does it need a new solution?
35.
ā What action do you want to make into a habit? ā How frequently do you expect users to engage?
36.
h kA"Hook"has"4"parts:"
37.
h k
38.
Triggers come in two flavors:āØ EXTERNAL & āØ INTERNAL
39.
EXTERNAL TRIGGERSāØ The information for what to do next is within the trigger. Billboards SO DA
40.
INTERNAL TRIGGERSāØ The information for what to do next is informed āØ through an association in the userās memory.
41.
Negative emotions are POWERFUL INTERNAL TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
42.
People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et
al 2012
43.
When we feel LONELY we use
44.
When we feel UNSURE we use
45.
When we are BORED we use
46.
Do you know
your customerās INTERNAL TRIGGER?
47.
Jack Dorsey on Narratives
48.
IT#ALL#STARTS#WITH#A# NARRATIVE.! ā(If)!you!want!to!build!a!product! that!is!relevant!to!folks,!you!need! to!put!yourself!in!their!shoes!and! you!need!to!write!a!story!from! their!side.ā! .#Jack#Dorsey#
49.
1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but āJust add waterā did not sell. Source: āFinding Betty Crockerā, Susan Marks
50.
WHY DO WE MAKE CAKE? āØāØ to give and receive love from people we care about.
51.
DEPRECATED A FEATURE
52.
What triggers make so habit-forming?
53.
external triggers
54.
of losing the moment. solves the pain
55.
But is also a social network. Urgeto preserve Stressed Lonely Curious Insecurity Bored
56.
YOUR TURN TO BUILD A NARRATIVE
57.
BUILD YOUR NARRATIVE ā Who is the user? ā What are they doing immediately before your intended habit?
58.
INTERNAL TRIGGERS ā Come up with 3 internal trigger hypotheses (emotions, routines, situationsā¦) ā Which internal trigger occurs most often? ā
Every time _______ , the user ________.
59.
EXTERNAL TRIGGERS ā Where and when can you insert your external triggers? ā How can you be in front of the user when her internal trigger fires? ā
Think of 3 ārational ideasā and 3 ācrazy ideas.ā
60.
HYPOTHESIS HOMEWORK ā Are your assumptions correct? ā Is your narrative really happening? ā
āGet out of the building.ā ā Steve Blank ā Test your biggest assumptions first and cheaply.
61.
Take a break āHookā by Blues Traveler
62.
h k
63.
The SIMPLEST BEHAVIOR in anticipation of a reward.
64.
Scroll
65.
Search
66.
Play
67.
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
68.
āTHE ENERGY FOR ACTIONā moĀ·tiĀ·vaĀ·tion -Edward Deci
69.
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. SeekingPleasureāØ AvoidingPaināØ SeekingHopeāØ AvoidingFearāØ SeekingAcceptanceāØ AvoidingRejection Source: Dr. BJ Fogg, Stanford University
70.
Seeking HOPE
71.
Seeking PLEASURE
72.
Avoiding FEAR
73.
āØ Seeking ACCEPTANCE
74.
ABILITY the capacity to
do a particular action
75.
Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%eļ¬ort% Brain%cycles% Social%deviance%
Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
76.
Fogg Behavior Model MOTIVATION ABILITY Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
77.
Should designers MOVE MOTIVATION OR ABILITY FIRST?
78.
You can try to increase motivationā¦
79.
ā¦but youāll often get the same results.
80.
through the years 2009 2010 2011
2012 TODAY
81.
2009 2010 2011 2012 through the years TODAY
82.
2009 2010 2011
2012 TODAY through the years
83.
YOUR TURN TO SIMPLIFY THE ACTION
84.
Users are on a path to solving a problem. Internal Trigger Product Interface Reward/Pain Alleviation
85.
users take action to alleviate pain. Internal Trigger Product Interface 1. Open App 2. Log-in (sometimes) 3.
Scroll & Read Reward/Pain Alleviation
86.
Map the path users take to scratch their itch.
87.
Find the āscarcest resourceā ā Review your flow. Where is the action most difficult? ā Which resource is lacking? ā
What are 3 testable ways to make the action easier? ā¢Time ā¢Money ā¢Physical effort ā¢Brain cycles (too confusing) ā¢Social deviance (outside norm) ā¢Non-routine (too new)
88.
h k
89.
studied by Olds & Milner. NUCLEUS It all starts with the ACCUMBENS Source: Olds and Milner, 1945
90.
The nucleus accumbens āØ is activated when āØ we crave.
91.
Olds & Milner Notexactly. stimulating pleasure? Were
92.
They were stimulating the āØ STRESS OF DESIRE.
93.
Our reward system activates āØ with anticipation Source: Knutson et al 2001
94.
ā¦ and calms when āØ we get what we want. Source: Knutson et al 2001
95.
Thatās the ITCH we seek to SCRATCH.
96.
There is a way to supercharge the stress of desire.
97.
98.
IS FASCINATING. THE UNKNOWN Variability causes us to focus and engage
99.
ā¦and increases behavior.
100.
The nucleus accumbens is stimulated by variability.
101.
3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
102.
TRIBE SEARCH FOR SOCIAL REWARDS
103.
partnershipempatheticjoy competition
104.
We Like social rewards.
105.
Fast variable rewards
106.
We value recognition and cooperation
107.
HUNT SEARCH FOR RESOURCES
108.
Stems from the hunt for food and resources
109.
Hunt for variable material rewards
110.
Hunt for variable material rewards
111.
Hunt āØ for variable information āØ rewards.
112.
Hunters on scroll pages.
113.
SELF SELF-ACHIEVEMENT SEARCH FOR
114.
Leveling-up reflects MASTERY and COMPETENCY.
115.
Inbox or task management reflects āØ CONSISTENCY and COMPLETION.
116.
WARNING Variable rewards are not a free pass. āØ Your product still must address the itch.
117.
Do your users feel in control? AUTONOMY IS A PRE-REQUISITE. Source: Deci and Ryan on Self-Determination Theory
118.
Beware of FINITE VARIABILITY.
119.
INFINITE VARIABILITY sustains interest longer.
120.
Build variable rewards that satiate the users itch, but leave them wanting more.
121.
YOUR TURN TO REWARD YOUR USERS
122.
ā Review your flow. Is the reward fulfilling, yet leaves the user wanting more? ā Brainstorm 3 ways users search for variable reward. ā¢Rewards of the Tribe - gratification from others. ā¢Rewards of the Hunt - things, money or information. ā¢Rewards of the Self - mastery, completion, competency, consistency.
123.
h k
124.
Users āinvestā for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
125.
Investments increase the likelihood
of the next pass through the Hook in āØ TWOāØ ways.
126.
1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
127.
Each new message posted on
128.
is an open invitation for an external trigger to be returned.
129.
INVESTMENTS STORE VALUE, āØ improving the product with use.2.
130.
CONTENT
131.
DATA
132.
FOLLOWERS
133.
REPUTATION
134.
YOUR TURN TO GET USERS TO INVEST
135.
ā Review your flow. What ābit of workā are your users doing to increase the likelihood of returning? ā Brainstorm 3 ways to add small investments into your user experience to: ā¢Load the Next Trigger ā¢Store Value ā¢Content, Data, Followers, Reputation 5 min
136.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$userās$problem$to$your$solu7on.$
137.
Each pass through the Hook helps āØ SHAPE USER PREFERENCES AND ATTITUDES.
138.
h k With%enough%frequency,% A"HABIT"IS"FORMED."
139.
The HOOK Canvas 1. What internal trigger is the product addressing? 2. What external trigger gets the user to the product? 4. Is the reward fulfilling, yet leaves the user wanting more? 3. What is the simplest behavior in anticipation of reward? 5. What ābit of workā is done to increase the likelihood of returning?
140.
THE MORALITY OF MANIPULATION
141.
Designing āØ habit-forming products is a form of manipulation.
142.
Users take our technologies to bed.
143.
They check our devices before saying āgood morningā to loved ones.
144.
Quite possibly, the āØ āCIGARETTE OF āØ THIS CENTURY.āāØ - Ian Bogust
145.
What RESPONSIBILITY do we have when changing user behavior?
146.
THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
147.
Build the THE WORLD. you want to see in CHANGE
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