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

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

Why not live now instead of someday?

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

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

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

The aim is to influence customers to use your product on their own, again and again without relying on overt calls to action such as ads or promotions.