Book Info
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Hooked book image
Business & Economics


By Nir Eyal

book iconPenguin


Revised and Updated, Featuring a New Case Study

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.

Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

Eyal provides readers with:

• Practical insights to create user habits that stick.
• Actionable steps for building products people love.

• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.

Summary by AI

Book Summary: Hooked by Nir Eyal

Authors' Background:

  • Nir Eyal is a behavioral designer and author who specializes in habit formation.

Main Theme:

  • The psychology behind habit-forming products and how to design them effectively.

Key Points:

  • The Hook Model: A four-step process (trigger, action, reward, investment) that creates habits.
  • External Triggers: Cues that prompt users to take an action.
  • Internal Triggers: Psychological states that motivate users to seek rewards.
  • Variable Rewards: Unpredictable rewards that keep users engaged and coming back for more.
  • Investment: Actions taken by users that increase their commitment to a product.


  • Positive:
    • Highly acclaimed for its insights into habit formation.
    • Practical advice for designing engaging products.
  • Negative:
    • Some critics argue that it promotes manipulative design practices.
    • May oversimplify the complexity of human behavior.

Who Should Read It:

  • Product designers, marketers, and entrepreneurs who want to create habit-forming products.
  • Anyone interested in understanding the psychology of habit formation.
  • Individuals who want to break bad habits or develop new ones.


Akber Khan
Diego Eua.camber
Peter Trizuliak
Yuya Uzu



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Yuya Uzu

Successful products offer first-to-mind solution

  • Looking for information? -> open Google
  • Feel bored or lonely? -> open Twitter, TikTok

Now, how can we make our product first-to-mind solution? That product need to follow the Hook Model.

The 4 Steps of the Hook Model

1. Trigger

  • Start from external triggers (notifications, emails) and then move to internal triggers (first-to-mind)

2. Action

  • Let users do some actions in the product. The action should be as easy as possible.

3. Variable Rewards

  • Give users "unpredictable" rewards. Variable rewards increase the effect of dopamine

4. Investment

  • Let the user put their time, effort, money, etc, so that the product becomes more customized and valuable for them. By doing so, the user have stronger connection to the product
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