Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.
Nir EyalFogg 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
Nir EyalReducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.
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 Eyal