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.

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?

Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.

Products with higher user engagement have the potential to grow faster than their rivals.

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.