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.
What makes this new edition appealing to the readers are the reorganized chapters. Furthermore, new cases have been added and the existing cases have been updated to make the text as per the current scenario. The cases, set within the Indian context, lend a practical dimension to the subject, familiarizing the student with the developments in the Services Marketing area in India today.
What is New to This Edition :
• Updated cases and figures incorporated with current data
The revised edition, with its emphasis on recent data and the contemporary Services Marketing scenario is an ideal companion for the budding managers. It should also be of great use to the practising managers attending various Management Development Programmes (MDPs) and Executive Development Programmes (EDPs).
Generously illustrated with cases, boxed profiles, figures, and examples from a wide range of organizations, this is a relevant resource for anyone seeking a leadership career on a global scale, in multinational enterprises, or in a multi-cultural context.