If users are not doing what the designer intended (when users are investing time, effort, etc in your product), the designer may be asking them to do too much.

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

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

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

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?