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

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

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

Why not live now instead of someday?

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

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

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