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.
Nir EyalFor an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.
Nir EyalUser habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.
Nir Eyal