User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.

To initiate (user) action, doing must be easier than thinking.

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

Users who continually find value in a product are more likely to tell their friends about it.

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.

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.

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