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

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.

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.

Why not live now instead of someday?

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

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

For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.