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

Why not live now instead of someday?

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

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

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

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.

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