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.

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

Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.

To initiate (user) action, doing must be easier than thinking.

Fogg 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

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.

Like flossing, frequent engagement with a product, especially over a short period of time, increases the likelihood of forming new routines.