You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.

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

Habit-forming products alleviate users' pain by relieving a pronounced itch.

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

You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.

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.

Brainstorm new interfaces that could introduce opportunities or threats to your business.