The Hook Model is a way of describing a user’s interactions with a product as they pass through four phases: a trigger to begin using the product, an action to satisfy the trigger, a variable reward for the action, and some type of investment that, ultimately, makes the product more valuable to the user. As the user goes through these phases, he builds habits in the process.

First-to-Mind Wins

habit-forming companies get users to cue themselves to action by attaching their services to the users’ daily routines and emotions.

startups manufacture desire by guiding users through a series of experiences designed to create habits. I call these experiences “Hooks,” and the more often users run through them, the more likely they are to self-trigger.

The cycle in the Hook Model is comprised of a Trigger, Action, Reward, and Investment. As the consumer passes through these phases, he builds habits in the process. After the cycle is complete, his habits have been reinforced and the product even has more value to him.

Triggers come in two types: external and internal.

The internal trigger becomes part of their routine behavior and the habit is formed.

After the trigger comes the intended action. Here, companies leverage two pulleys of human behavior – motivation and ability.

Variable schedules of reward are one of the most powerful tools that companies use to hook users. Research shows that levels of dopamine surge when the brain is expecting a reward, just ask any primate.

The investment generally comes in the form of asking the user to give some combination of time, data, effort, social capital or money.

The investment implies an action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all commitments that improve the service for the user.

Companies need to know how to harness the power of Hooks to improve peoples’ lives