Products with higher user engagement have the potential to grow faster than their rivals.

Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social acceptance and avoid rejection

Like flossing, frequent engagement with a product, especially over a short period of time, increases the likelihood of forming new routines.

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

The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief.

Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it.

Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.