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

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.

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

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

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.

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.