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

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

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.

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.

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

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

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