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

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

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

For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.

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.

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.

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