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.

The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief.

Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.

Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it.

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.