The reward of the Hunt (Search for material possessions - comes from our primal search for food, shelter, clothing, information, money) Eg - slot machine has high uncertainty, Facebook or Linkedin feed, etc.The reward of the Tribe (Things that feel good and come from other people - empathetic joy, cooperation, competition, etc).The unknown or variability part is what makes us chase it. How? Increase the variability of the reward. Non-routine (more likely to do something simply because we have done it in the past).Social deviance (we are likely to do something more if we see more people like us doing it).Seek social acceptance - Avoid social rejection.(Eg - scroll on Pinterest, play on Youtube, search on Google)īehaviour = Motivation + Ability + Trigger Motivation 6 levers. What is the simplest thing the user can do to get relief from that itch? (Eg - send the user an email exactly when they face the itch) 2. The internal trigger has to be in less than a week’s time.Ĭouple internal and external triggers with context. (they are stored memories inside a user’s brain) - routines, people, situation, places, negative emotions.įundamentally, we use any product to modulate our mood - to make us feel different.Įg - Facebook helps us scratch that boredom itch.įor your own product, answer - What is that internal trigger? And what’s the frequency? Internal triggers are what most founders or product designers ignore.External triggers are what we focus on by default when building products (organic traffic, word of mouth, ads, emails, etc).
Nir Eyal's book - “ Hooked: How to Build Habit-Forming Products” gives a framework to think and implement on how to make your products addictive.
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