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

Why not live now instead of someday?

User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.

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

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

The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief.

When designers intentionally trick users into inviting friends or blasting a message to their social networks, they may see some initial growth, but it comes at the expense of users' goodwill and trust. When people discover they've been duped, they vent their frustration and stop using the product.