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

As fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power

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.

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

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

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

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.