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

You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.

Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.

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

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

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

For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.