Young and Profiting (YAP) with Hala Taha

YAPClassic: Nir Eyal on How to Become Indistractable

May 3, 2024

Behavioral design expert Nir Eyal discusses building habit-forming products, the hook model, why habits are good for business, and how to become indistractable. They explore triggers, rewards, and distinctions between traditional habit loops. Nir shares insights on product design, the importance of Lewin's Equation and rewards, and the four parts of the indistractable model.

51:45

Episode guests

Nir Eyal

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Quick takeaways

Behavioral design shapes user behavior through technology, promoting healthy habits.

Habits are crucial for businesses, increasing customer value and sustaining competitive advantage.

Nir's hook model uses triggers, actions, rewards, and investments to create habit-forming products.

Deep dives

Understanding the Field of Behavioral Design

Near AAL is considered an expert in behavioral design, having applied old consumer psychology research to the tech field. Behavioral design focuses on how technology shapes behavior, aiming to help users form healthy habits.

Introduction

3min

The Power of Habit-Forming Products

13min

Exploring the Difference Between Traditional Habit Loops and the Hook Model

6min

Designing Habit-Forming Products

15min

Exploring the Historical and Current Context of Distraction in Modern Society

5min

Becoming Indestructible: Strategies for Focus and Execution

10min

During their special bonding time, Nir Eyal asked his only daughter what superpower she wanted. But he didn’t hear her response because he was too distracted by his phone. By the time he looked up, she was gone. Disappointed in himself, Nir realized that if a behavioral design expert like him could struggle with distractions, there must be others struggling too. So, he set out to understand the psychology of distraction. In this episode, Hala and Nir discuss building habit-forming products that keep customers hooked, why habits are good for business, and how to cultivate the superpower of indistractability.

Nir Eyal is an expert in behavioral engineering and the bestselling author of Indistractable and Hooked. He writes, consults, and teaches about the intersection of psychology, technology, and business.

In this episode, Hala and Nir will discuss:

- What is behavioral design?

- The goal behind Nir’s book Hooked

- Defining what a habit is

- Why are habits good for business?

- Four-step hook model

- How is the hook model different from traditional feedback loops?

- Defining paid and earned triggers

- Lewin’s Equation and why it’s important that a product is easy to use

- The three different types of rewards

- The five fundamental questions to build habit-forming products

- Why did Nir write Indistractable?

- Nir on why indistractability is the ultimate secret weapon

- Four parts of the indistractable model

- And other topics…

Nir Eyal is an author, public speaker, consultant, and investor. Nir is the Wall Street Journal bestselling author of Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life.

Nir is an expert in behavioral engineering and has lectured at Stanford Graduate School of Business and Hasso Plattner Institute of Design. Nir also works as a consultant helping companies build engaging products and services. His writing appears in publications including The Atlantic, Harvard Business Review, TechCrunch, and Psychology Today. Nir received his BA from Emory University and his MBA from the Stanford Graduate School of Business.

Resources Mentioned:

Nir’s Website: https://www.nirandfar.com/

Nir’s LinkedIn: https://www.linkedin.com/in/nireyal/

Nir’s Twitter: https://twitter.com/nireyal

Nir’s Instagram: https://www.instagram.com/neyal99/

Nir’s Facebook: https://www.facebook.com/nirandfar/

Nir’s Books:

Hooked: How to Build Habit-Forming Products: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp

Indistractable: How to Control Your Attention and Choose Your Life: https://www.amazon.com/Indistractable-Nir-Eyal/dp

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