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

Users who continually find value in a product are more likely to tell their friends about it.

Habit-forming products alleviate users' pain by relieving a pronounced itch.

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

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

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

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.