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.

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

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

When designers intentionally trick users into inviting friends or blasting a message to their social networks, they may see some initial growth, but it comes at the expense of users' goodwill and trust. When people discover they've been duped, they vent their frustration and stop using the product.

As fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power

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