Why not live now instead of someday?

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

Why not live now instead of someday?

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.

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.

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.