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'Reduce, reuse, and recycle' urge environmentalists; in other words, do more with less in order to minimize damage. But as architect William McDonough and chemist Michael Braungart point out in this provocative, visionary book, this approach only perpetuates the one-way, 'cradle to grave' manufacturing model, dating to the Industrial Revolution, that creates such fantastic amounts of waste and pollution in the first place. Why not challenge the belief that human industry must damage the natural world? In fact, why not take nature itself as our model for making things? A tree produces thousands of blossoms in order to create another tree, yet we consider its abundance not wasteful but safe, beautiful and highly effective.Waste equals food. Guided by this principle, McDonough and Braungart explain how products can be designed from the outset so that, after their useful lives, they will provide nourishment for something new - continually circulating as pure and viable materials within a 'cradle to cradle' model. Drawing on their experience in redesigning everything from carpeting to corporate campuses, McDonough and Braungart make an exciting and viable case for putting eco-effectiveness into practice, and show how anyone involved in making anything can begin to do so as well.

• Sales Rank: #2381733 in Books
• Brand: Vintage
• Published on: 2010-04-01
• Original language: English
• Number of items: 1
• Dimensions: 7.80" h x .51" w x 5.08" l, .40 pounds
• Binding: Paperback
• 208 pages

Amazon.com Review
Paper or plastic? Neither, say William McDonough and Michael Braungart. Why settle for the least harmful alternative when we could have something that is better--say, edible grocery bags! In Cradle to Cradle, the authors present a manifesto calling for a new industrial revolution, one that would render both traditional manufacturing and traditional environmentalism obsolete. Recycling, for instance, is actually "downcycling," creating hybrids of biological and technical "nutrients" which are then unrecoverable and unusable. The authors, an architect and a chemist, want to eliminate the concept of waste altogether, while preserving commerce and allowing for human nature. They offer several compelling examples of corporations that are not just doing less harm--they're actually doing some good for the environment and their neighborhoods, and making more money in the process. Cradle to Cradle is a refreshing change from the intractable environmental conflicts that dominate headlines. It's a handbook for 21st-century innovation and should be required reading for business hotshots and environmental activists. --Therese Littleton

From Publishers Weekly
Environmentalists are normally the last people to be called shortsighted, yet that's essentially what architect McDonough and chemist Braungart contend in this clarion call for a new kind of ecological consciousness. The authors are partners in an industrial design firm that devises environmentally sound buildings, equipment and products. They argue that conventional, expensive eco-efficiency measures things like recycling or emissions reduction are inadequate for protecting the long-term health of the planet. Our industrial products are simply not designed with environmental safety in mind; there's no way to reclaim the natural resources they use or fully prevent ecosystem damage, and mitigating the damage is at best a stop-gap measure. What the authors propose in this clear, accessible manifesto is a new approach they've dubbed "eco-effectiveness": designing from the ground up for both eco-safety and cost efficiency. They cite examples from their own work, like rooftops covered with soil and plants that serve as natural insulation; nontoxic dyes and fabrics; their current overhaul of Ford's legendary River Rouge factory; and the book itself, which will be printed on a synthetic "paper" that doesn't use trees. Because profitability is a requirement of the designs, the thinking goes, they appeal to business owners and obviate the need for regulatory apparatus. These shimmery visions can sound too good to be true, and the book is sometimes frustratingly short on specifics, particularly when it comes to questions of public policy and the political interests that might oppose widespread implementation of these designs. Still, the authors' original concepts are an inspiring reminder that humans are capable of much more elegant environmental solutions than the ones we've settled for in the last half-century.
Copyright 2002 Cahners Business Information, Inc.

From Scientific American
McDonough and Braungart (an architect and a chemist) are partners in a firm that creates ecologically intelligent designs for corporations. They argue for a shift from the cradle-to-grave model of manufacturing, in which most of the materials that go into making products end up as waste. They champion a cradle-to-cradle model, in which the materials are "circulated infinitely in industrial cycles ... without loss of quality or damage to our environment or ourselves."

Editors of Scientific American

Most helpful customer reviews

0 of 0 people found the following review helpful.
A New Way of Seeing and Making.
By Rosemary
A new trend is beginning to emerge and its presence increasingly felt in our everyday lives. Let me offer an example: As you take a stroll through your neighborhood you are likely to see not just one container, but two lining the curbs of the street. To many, their existence resembles progress and an increased responsibility in the way we interact with our environment. In fact, to own and use a recycling bin (yes, you likely already guessed it) in some ways has progressed to an object of pride or a display of consumer responsibility. However, it’s early and you take little notice of them as they have become quite commonplace in your neighborhood. You continue your walk and pass a couple wearing matching slip-on shoes, which you recognize from an advertisement as being made of recycled rubber and various other recycled materials. In addition, they are each carrying a cotton grocery bag which they intentionally bring and reuse every time they make such a trip to the store. You head back down your street (feeling slightly guilty after the couple passed you and wondering if you shouldn’t also be using such a bag) and arrive back at your residence. You reach down and pick up the newspaper (made of recycled paper) just as your neighbor pulls into their driveway, windows down and music playing. You recognize the soothing voice of Jack Johnson and strain your ears to listen more closely:

If you're going to the market to buy some juice. You've got to bring your own bags and you learn to reduce your waste...And if your brother or your sister's got some cool clothes...You could try them on before you buy some more of those...Reuse, we've got to learn to reuse… And if the first two R's don't work out..and if you've got to make some trash...Don't throw it out...Recycle, we've got to learn to recycle…

I think I’ve made my point. The message is everywhere. And as Johnson’s song laid out for us above, the message is clear: Reduce, reuse, recycle. However, as widespread and as this message is becoming one must stop and ask: is it effective? William McDonough and Michael Braungart argue in Cradle to Cradle: Remaking The Way We Make Things that such a design goal is ineffective. Efficient? Yes. Effective? Not quite. They propose that such efforts, which they categorize as “eco-efficient” design, are only a “less bad” version of a poor design methodology that emerged from the industrial revolution. These efforts do not change the way products are designed, rather they seek to mitigate the effects of poor design. As result, they seek a negative goal of zero impact on the environment. The problems associated with this approach are numerous. First, it creates a dichotomy between the environment and industry, with gains to one necessitating a loss to the other (also known as zero sum, see the trend). This leads to conflict and opposing agendas between the two and does very little to reveal how the two may actually be of benefit to one another. Second, as mentioned, it only makes a bad thing, less bad. To reduce something bad or harmful does not negate its impact, but only delays it. As such, these efforts are by definition unsustainable. Third, at best it has a goal of seeking not to degrade the environment and certainly does not consider the possibility that good design may actually improve the environment. So what is the main problem with the design form that emerged from the industrial revolution? Put simply, it was designed to become waste. Or put another way, it was designed with waste in mind. The authors label such design, cradle-to-grave design, as it is purposed from inception to become waste. They suggest that to solve this design dilemma we must rethink our idea of waste, or rather not think of it as a possibility at all. If design is reborn without waste in mind then we will have new products and new systems that bring life and wasteful abundance to its surroundings. If we sow design with new life in mind, our industries and our environment will reap the benefits of this change in design methodology. The author’s point out that nature’s idea of waste or excess actually enriches its surroundings. What if we design products from inception that sought to do the same? What if we learned from nature’s example and designed our systems cradle-to-cradle?

0 of 0 people found the following review helpful.
When Action & Reputation Mirror Each Other
By John Cirigliano
Braungart & McDonough's beautiful rendition of the way my father wanted the world to work: renewably, collaboratively, intellectually honestly.
We could easily call "Cradle" a dream, but the real world fascination you will find here pins Nobel Prize-quality medals on the lapels of Michael & Bill.
Cradle gives us hope that the excesses of the Mechanical Age do not suffocate us with their formaldehyde gases, but will energize an age where taking a problem to its highest level of abstraction yields tools to solve the thorniest issue we face. Do our actions mirror our reputation?

0 of 0 people found the following review helpful.
Waste = Food
By Jennifer Jones
I highly recommend this inspiring work. From the very surface it is printed on (not paper!) to the bold vision it conveys, McDonough and Braggart have gifted the world with this call to action. This should be required reading for every Industrial Designer, Interior Designer/Decorator, Architect, Engineer, et al. I will definitely be reading their next, "Upcycle". This book is now part of my permanent library, to always remind me when designing, "waste equals food." Highly recommend!

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Pregnancy and childbirth are often depicted as a time of sickness and mood swings for women followed by twelve to twenty hours of pain and hard labor. Many women have been told they can never conceive. Others have suffered the pain of conceiving and miscarrying. Have you had enough of this picture? Supernatural Childbirth is a practical and realistic look at God's promises for conception, pregnancy and delivery. This is not "pie-in-the-sky"-This is a personal testimony of how one couple overcame defeat and triumphed in God's plan! Jackie Mize had been told she could never have children. However, by unlocking powerful truths and dynamic faith principles she and her husband, Terry found in the Bible, they now have four miracle children! This exciting book shares with you these truths and faith principles. You will learn these things: * How to put faith principles into action for your very own supernatural childbirth * How you can be a living example of God's promises in action * How to deal with fear during pregnancy and delivery * How and when to use your faith for pregnancy and delivery Also included in Supernatural Childbirth: * Faith-inspiring testimonies from women who have followed these principles and experienced their own supernatural childbirth * Confessions and prayers for a supernatural conception, pregnancy, childbirth, and all circumstances surrounding each stage * A powerful teaching section by Terry Mize explanning the curse on Eve in the Garden of Eden

• Sales Rank: #6611 in Books
• Brand: Harrison House Publishing
• Model: 1052080
• Published on: 1993-07-01
• Original language: English
• Number of items: 1
• Dimensions: 8.50" h x 5.50" w x .50" l, .30 pounds
• Binding: Paperback
• 128 pages

About the Author
Terry and Jackie Mize represent over 30 years of marriage, ministry, missions, and miracles.

Terry and Jackie have been frequent guests on numerous TV and radio programs over the years including PTL, TBN, 700 Club, Richard Roberts, and others.

Terry's first book, More Than Conquerors, and Jackie's first book, Supernatural Childbirth were immediate bestsellers and have been translated into many languages in nations around the globe.

Terry is known as the "Pastor's Friend" because of his undying commitment to the local Church and office of Pastor. Jackie has been dubbed "Mother of the World" with so many wonderful testimonies of couples having children due to her ministry.

When not overseas traveling the continents, they are ministering in Churches, Bible Schools, conventions, etc, in the United States.

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125 of 138 people found the following review helpful.
Recommended for All Mothers-To-Be!
By Christine Steele
I highly recommend this book to all pregnant women. It is filled with life changing revelations of God's promises for you! Someone gave me this book before I became pregnant with my third child and it helped me to build my faith in a "supernatural childbirth." I was strenthened in my faith in God and His Word like never before. This book has numerous testimonies of what God has done for other women as well as pages of scriptures to strenthen you in your journey. As a result of reading this book and growing in faith, the birth of my third child was totally pain free! It was my fastest labor yet (5 hours total from the first twinge)and all my contractions just felt like cramps. I refer to this as "God's epideral." Like I said previously, I recommend this book to all! It is also a great resourse for those families that are having a difficult time conceiving or have been told that they will never have children. I think it makes a great gift for a mom-to-be, I like to keep several on hand to give to families. It is also a great book for dads as well. It helps to strengthen their faith as well and in turn they are a greater support to their partners. Plan to get this book and be blessed in your pregnancy and child birth-God does want a "supernatural childbirth" for you! If He did it for me, He will do it for you!

1 of 1 people found the following review helpful.
Like Gold!
By L. Standage
Most amazing book in the whole world, this book is like gold to me. If you read this and truly ponder and pray about it's words, your life will forever be changed. My life and my spirituality and grown immensely since following the teachings in this book and using them for my second birth. My labor was like a hard work out, but not at all painful, it was incredible, all thanks to this book for opening up my eyes and my heart and of course most importantly to God who answered my prayers and lead me to this book. and then giving me the strength that I needed to bring my baby into this world pain free, the way he always intended bringing his sweet spirits into the world would be. This book is so close to my heart I only recommend it to very dear friend, whom I know would be receptive to this way. I love this book soo much, and HIGHLY recommend if you are reading these reviews and wondering. Buy it, read it once, the come back to it in a few months or weeks, you learn something new everytime you read it.

1 of 1 people found the following review helpful.
I absolutely loved this book
By Josh and Maggie Balboa
I absolutely loved this book! I read this book while pregnant with my 3rd baby. I really wanted a natural birth experience as I was induced with my first two. while reading this book I declared that I would have a natural birth. I prayed and ask God to grant me the desires of my heart and he did. I asked for God to give me a sign when it was time, and he did, my water broke when I woke up on a Saturday morning. My labor was very easy and I was able to complete the water birth I always wanted. I have recommended this book to every single pregnant women I have came in contact with! when my baby came out I looked at my midwife and asked if that was it. It was way to easy. BEst pregnancy book you will ever find, and the only one you will need.

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[P156.Ebook] Free PDF Une si longue lettre de Mariama Ba: Etude (Approche de l'oeuvre complete) (French Edition), by Marie Gresillon

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• Sales Rank: #10028344 in Books
• Published on: 1986
• Original language: French
• Dimensions: 5.35" h x 2.52" w x 8.27" l,
• Binding: Paperback
• 94 pages

Language Notes
Text: French

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How do successful companies create products people can't put down?

Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?

Nir Eyal answers these questions (and many more) by explaining the "Hook Model" -- a four steps process embedded  into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook  cycles,” these products reach their ultimate goal of bringing users back over and over again, without depending on  costly advertising or aggressive messaging.

Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had  been available to him as a startup founder – not abstract theory, but a how-to guide for building better products.  Hooked is written for product managers, designers, marketers, startup founders, and anyone who seeks to understand  how products influence our behavior.

Eyal provides readers with:

• Practical insights to create user habits that stick.
• Actionable steps for building products people love.
• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.

• Sales Rank: #2399528 in Books
• Published on: 2014-11-04
• Released on: 2014-11-04
• Format: International Edition
• Number of items: 1
• Dimensions: 8.50" h x 1.20" w x 5.70" l,
• Binding: Hardcover
• 256 pages

Review
"A must-read for everyone who cares about driving customer engagement." - Eric Ries, author of The Lean Startup

"Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will." - Matt Mullenweg, founder of WordPress

"The book everyone in Silicon Valley is talking about." - Stephen P. Anderson, author of Seductive Interaction Design

"The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject." - Rory Sutherland, vice chairman, Oglivy & Mather

"Nir's work is an essential crib sheet for any start-up looking to understand user psychology." - Dave McClure, founder of 500 Startups

"When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user." - Andrew Chen, technology writer and investor

"I've learned a great deal from Nir, and you will too. He'll help you design habits to benefit your users, and your company." - Dr. Stephen Wendel, author of Designing for Behavior Change

"With concrete advice and tales from the product-development trenches, this is a thoughtful discussion of how to create something that users never knew they couldn’t live without." - Publishers Weekly

About the Author
 RYAN HOOVER's writing has appeared in TechCrunch, The Next Web, Forbes and Fast Company. After working on Hooked with Nir Eyal, Hoover founded Product Hunt, a company that has been described as "the place to discover the enxt big things in tech."

Excerpt. © Reprinted by permission. All rights reserved.

contents

introduction

Seventy-nine percent of smartphone owners check their device within fifteen minutes of waking up every morning.1 Perhaps more startling, fully one-third of Americans say they would rather give up sex than lose their cell phones.2

A 2011 university study suggested people check their phones thirty-four times per day.3 However, industry insiders believe that number is closer to an astounding 150 daily sessions.4

Face it: We’re hooked.

The technologies we use have turned into compulsions, if not full-fledged addictions. It’s the impulse to check a message notification. It’s the pull to visit YouTube, Facebook, or Twitter for just a few minutes, only to find yourself still tapping and scrolling an hour later. It’s the urge you likely feel throughout your day but hardly notice.

Cognitive psychologists define habits as “automatic behaviors triggered by situational cues”: things we do with little or no conscious thought.5 The products and services we use habitually alter our everyday behavior, just as their designers intended.6 Our actions have been engineered.

How do companies, producing little more than bits of code displayed on a screen, seemingly control users’ minds? What makes some products so habit forming?

Forming habits is imperative for the survival of many products. As infinite distractions compete for our attention, companies are learning to master novel tactics to stay relevant in users’ minds. Amassing millions of users is no longer good enough. Companies increasingly find that their economic value is a function of the strength of the habits they create. In order to win the loyalty of their users and create a product that’s regularly used, companies must learn not only what compels users to click but also what makes them tick.

Although some companies are just waking up to this new reality, others are already cashing in. By mastering habit-forming product design, the companies profiled in this book make their goods indispensable.

FIRST TO MIND WINS

Companies that form strong user habits enjoy several benefits to their bottom line. These companies attach their product to internal triggers. As a result, users show up without any external prompting.

Instead of relying on expensive marketing, habit-forming companies link their services to the users’ daily routines and emotions.7 A habit is at work when users feel a tad bored and instantly open Twitter. They feel a pang of loneliness and before rational thought occurs, they are scrolling through their Facebook feeds. A question comes to mind and before searching their brains, they query Google. The first-to-mind solution wins. In chapter 1 of this book, we explore the competitive advantages of habit-forming products.

How do products create habits? The answer: They manufacture them. While fans of the television show Mad Men are familiar with how the ad industry once created consumer desire during Madison Avenue’s golden era, those days are long gone. A multiscreen world of ad-wary consumers has rendered Don Draper’s big-budget brainwashing useless to all but the biggest brands.

Today, small start-up teams can profoundly change behavior by guiding users through a series of experiences I call hooks. The more often users run through these hooks, the more likely they are to form habits.

How I Got Hooked

In 2008 I was among a team of Stanford MBAs starting a company backed by some of the brightest investors in Silicon Valley. Our mission was to build a platform for placing advertising into the booming world of online social games.

Notable companies were making hundreds of millions of dollars selling virtual cows on digital farms while advertisers were spending huge sums of money to influence people to buy whatever they were peddling. I admit I didn’t get it at first and found myself standing at the water’s edge wondering, “How do they do it?”

At the intersection of these two industries dependent on mind manipulation, I embarked upon a journey to learn how products change our actions and, at times, create compulsions. How did these companies engineer user behavior? What were the moral implications of building potentially addictive products? Most important, could the same forces that made these experiences so compelling also be used to build products to improve people’s lives?

Where could I find the blueprints for forming habits? To my disappointment, I found no guide. Businesses skilled in behavior design guarded their secrets, and although I uncovered books, white papers, and blog posts tangentially related to the topic, there was no how-to manual for building habit-forming products.

I began documenting my observations of hundreds of companies to uncover patterns in user-experience designs and functionality. Although every business had its unique flavor, I sought to identify the commonalities behind the winners and understand what was missing among the losers.

I looked for insights from academia, drawing upon consumer psychology, human-computer interaction, and behavioral economics research. In 2011 I began sharing what I learned and started working as a consultant to a host of Silicon Valley companies, from small start-ups to Fortune 500 enterprises. Each client provided an opportunity to test my theories, draw new insights, and refine my thinking. I began blogging about what I learned at NirAndFar.com, and my essays were syndicated to other sites. Readers soon began writing in with their own observations and examples.

In the fall of 2012 Dr. Baba Shiv and I designed and taught a class at the Stanford Graduate School of Business on the science of influencing human behavior. The next year, I partnered with Dr. Steph Habif to teach a similar course at the Hasso Plattner Institute of Design.

These years of distilled research and real-world experience resulted in the creation of the Hook Model: a four-phase process companies use to forms habits.

Through consecutive Hook cycles, successful products reach their ultimate goal of unprompted user engagement, bringing users back repeatedly, without depending on costly advertising or aggressive messaging.

While I draw many examples from technology companies given my industry background, hooks are everywhere—in apps, sports, movies, games, and even our jobs. Hooks can be found in virtually any experience that burrows into our minds (and often our wallets). The four steps of the Hook Model provide the framework for the chapters of this book.

The Hook Model

1. Trigger

A trigger is the actuator of behavior—the spark plug in the engine. Triggers come in two types: external and internal.8 Habit-forming products start by alerting users with external triggers like an e-mail, a Web site link, or the app icon on a phone.

For example, suppose Barbra, a young woman in Pennsylvania, happens to see a photo in her Facebook News Feed taken by a family member from a rural part of the state. It’s a lovely picture and because she is planning a trip there with her brother Johnny, the external trigger’s call to action (in marketing and advertising lingo) intrigues her and she clicks. By cycling through successive hooks, users begin to form associations with internal triggers, which attach to existing behaviors and emotions.

When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine. Over time, Barbra associates Facebook with her need for social connection. Chapter 2 explores external and internal triggers, answering the question of how product designers determine which triggers are most effective.

2. Action

Following the trigger comes the action: the behavior done in anticipation of a reward. The simple action of clicking on the interesting picture in her news feed takes Barbra to a Web site called Pinterest, a “social bookmarking site with a virtual pinboard.”9

This phase of the Hook, as described in chapter 3, draws upon the art and science of usability design to reveal how products drive specific user actions. Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occurring: the ease of performing an action and the psychological motivation to do it.10

Once Barbra completes the simple action of clicking on the photo, she is dazzled by what she sees next.

3. Variable Reward

What distinguishes the Hook Model from a plain vanilla feedback loop is the Hook’s ability to create a craving. Feedback loops are all around us, but predictable ones don’t create desire. The unsurprising response of your fridge light turning on when you open the door doesn’t drive you to keep opening it again and again. However, add some variability to the mix—suppose a different treat magically appears in your fridge every time you open it—and voilà, intrigue is created.

Variable rewards are one of the most powerful tools companies implement to hook users; chapter 4 explains them in further detail. Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.11 Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated with wanting and desire.12 Although classic examples include slot machines and lotteries, variable rewards are prevalent in many other habit-forming products.

When Barbra lands on Pinterest, not only does she see the image she intended to find, but she is also served a multitude of other glittering objects. The images are related to what she is generally interested in—namely things to see on her upcoming trip to rural Pennsylvania—but there are other things that catch her eye as well. The exciting juxtaposition of relevant and irrelevant, tantalizing and plain, beautiful and common, sets her brain’s dopamine system aflutter with the promise of reward. Now she’s spending more time on Pinterest, hunting for the next wonderful thing to find. Before she knows it, she’s spent forty-five minutes scrolling.

Chapter 4 also explores why some people eventually lose their taste for certain experiences and how variability impacts their retention.

4. Investment

The last phase of the Hook Model is where the user does a bit of work. The investment phase increases the odds that the user will make another pass through the Hook cycle in the future. The investment occurs when the user puts something into the product of service such as time, data, effort, social capital, or money.

However, the investment phase isn’t about users opening up their wallets and moving on with their day. Rather, 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 investments users make to improve their experience. These commitments can be leveraged to make the trigger more engaging, the action easier, and the reward more exciting with every pass through the Hook cycle. Chapter 5 delves into how investments encourage users to cycle through successive hooks.

As Barbra enjoys endlessly scrolling through the Pinterest cornucopia, she builds a desire to keep the things that delight her. By collecting items, she gives the site data about her preferences. Soon she will follow, pin, repin, and make other investments, which serve to increase her ties to the site and prime her for future loops through the Hook.

A New Superpower

Habit-forming technology is already here, and it is being used to mold our lives. The fact that we have greater access to the web through our various connected devices—smartphones and tablets, televisions, game consoles, and wearable technology—gives companies far greater ability to affect our behavior.

As companies combine their increased connectivity to consumers, with the ability to collect, mine, and process customer data at faster speeds, we are faced with a future where everything becomes potentially more habit forming. As famed Silicon Valley investor Paul Graham writes, “Unless the forms of technological progress that produced these things are subject to different laws than technological progress in general, the world will get more addictive in the next 40 years than it did in the last 40.”13 Chapter 6 explores this new reality and discusses the morality of manipulation.

Recently, a blog reader e-mailed me, “If it can’t be used for evil, it’s not a superpower.” He’s right. And under this definition, building habit-forming products is indeed a superpower. If used irresponsibly, bad habits can quickly degenerate into mindless, zombielike addictions.

Did you recognize Barbra and her brother Johnny from the previous example? Zombie film buffs likely did. They are characters from the classic horror flick Night of the Living Dead, a story about people possessed by a mysterious force, which compels their every action.14

No doubt you’ve noticed the resurgence of the zombie genre over the past several years. Games like Resident Evil, television shows like The Walking Dead, and movies including World War Z are a testament to the creatures’ growing appeal. But why are zombies suddenly so fascinating? Perhaps technology’s unstoppable progress—ever more pervasive and persuasive—has grabbed us in a fearful malaise at the thought of being involuntarily controlled.

Although the fear is palpable, we are like the heroes in every zombie film—threatened but ultimately more powerful. I have come to learn that habit-forming products can do far more good than harm. Choice architecture, a concept described by famed scholars Thaler, Sunstein, and Balz in their same-titled scholarly paper, offers techniques to influence people’s decisions and affect behavioral outcomes. Ultimately, though, the practice should be “used to help nudge people to make better choices (as judged by themselves).”15 Accordingly, this book teaches innovators how to build products to help people do the things they already want to do but, for lack of a solution, don’t do.

Hooked seeks to unleash the tremendous new powers innovators and entrepreneurs have to influence the everyday lives of billions of people. I believe the trinity of access, data, and speed presents unprecedented opportunities to create positive habits.

When harnessed correctly, technology can enhance lives through healthful behaviors that improve our relationships, make us smarter, and increase productivity.

The Hook Model explains the rationale behind the design of many successful habit-forming products and services we use daily. Although not exhaustive given the vast amount of academic literature available, the model is intended to be a practical tool (rather than a theoretical one) made for entrepreneurs and innovators who aim to use habits for good. In this book I have compiled the most relevant research, shared actionable insights, and provided a practical framework designed to increase the innovator’s odds of success.

Hooks connect the user’s problem with a company’s solution frequently enough to form a habit. My goal is to provide you with a deeper understanding of how certain products change what we do and, by extension, who we are.

HOW TO USE THIS BOOK

At the end of each section, you’ll find a few bulleted takeaways. Reviewing them, jotting them down in a notebook, or sharing them on a social network is a great way to pause, reflect, and reinforce what you have read.

Building a habit-forming product yourself? If so, the “Do This Now” sections at the end of subsequent chapters will help guide your next steps.

REMEMBER & SHARE

   • Habits are defined as “behaviors done with little or no conscious thought.”
   • The convergence of access, data, and speed is making the world a more habit-forming place.
   • Businesses that create customer habits gain a significant competitive advantage.
   • The Hook Model describes an experience designed to connect the user’s problem to a solution frequently enough to form a habit.
   • The Hook Model has four phases: trigger, action, variable reward, and investment.

1

The Habit Zone

When I run, I zone out. I don’t think about what my body is doing and my mind usually wanders elsewhere. I find it relaxing and refreshing, and run about three mornings each week. Recently, I needed to take an overseas client call during my usual morning run time. “No biggie,” I thought. “I can run in the evening instead.” However, the time shift created some peculiar behaviors that night.

I left the house for my run at dusk and as I was about to pass a woman taking out her trash, she made eye contact and smiled. I politely saluted her with “Good morning!” and then caught my mistake: “I mean, good evening! Sorry!” I corrected myself, realizing I was about ten hours off. She furrowed her brow and cracked a nervous smile.

Slightly embarrassed, I noted how my mind had been oblivious to the time of day. I chided myself not to do it again, but within a few minutes I passed another runner and again—as if possessed—I blurted out, “Good morning!” What was going on?

Back home, during my normal post-run shower, my mind began to wander again as it often does when I bathe. My brain’s autopilot switch turned on and I proceeded with my daily routine, unaware of my actions.

It wasn’t until I felt the nick of the razor cutting my face that I realized I had lathered up and started shaving. Although it is something I do every morning, shaving was painfully unnecessary in the evening. And yet I’d done it anyway, unknowingly.

The evening version of my morning run had triggered a behavioral script that instructed my body to carry out my usual run-related activities—all without mindful awareness. Such is the nature of ingrained habits—behaviors done with little or no conscious thought—which, by some estimates, guide nearly half of our daily actions.1

Habits are one of the ways the brain learns complex behaviors. Neuroscientists believe habits give us the ability to focus our attention on other things by storing automatic responses in the basal ganglia, an area of the brain associated with involuntary actions.2

Habits form when the brain takes a shortcut and stops actively deliberating over what to do next.3 The brain quickly learns to codify behaviors that provide a solution to whatever situation it encounters.

Most helpful customer reviews

152 of 157 people found the following review helpful.
This is the absolute best book on product development I've ever read
By J. Walnes
If you're trying to build the next big app, you need user engagement. This book lays down a model building engagement by having users constantly return to your app. In the beginning this is prompted, but eventually it'll become instinct. This is how viral loops are formed.

It lays out the "Hook Model", a basic framework of the 4 key stages of each loop:

1. Trigger: How does the loop initiate? In the beginning this may be through external triggers (such as an email, notification, icon badge, etc) but through successive loops the user eventually creates internal triggers where a particular thought or emotion will send them back to your product.

2. Action: Once the user is aware they need to use your product (through the trigger), what it the simplest action they can perform to get some kind of reward. For example a Facebook "Like".

3. Variable reward: How are they rewarded for this behavior? This could be social validation (e.g. "my friends approve!"), collection of material resources (e.g. add a photo to a collection) or personal gratification (e.g. inbox zero). The "variable" part is important - rewards should not always be predictable, encouraging users to repeat the cycle.

4. Investment: Finally, the user needs to put something back in to increase the chance of repeating the loop. This could be content (e.g. a book in your Kindle), user entered data (e.g. profile information or linked accounts), reputation (e.g. something to gain a 5 star seller review), or a learned skill (e.g. I'm now really good at this software program). The investment also sets up the trigger to for the next cycle of the loop.

This book is a really easy read. I wanted something that would get to the crux of the problem and set out a practical framework of how to apply it with examples, without being overly verbose on history and research. It delivered.

20 of 20 people found the following review helpful.
A must-read! Super inspiring and down-to-earth
By Zornitsa Tomova
"Hooked" presents a simple, yet very useful model to channel your thoughts when building a product you want to get in the hands of millions. It's quick to read (only 140 pages), to-the-point and made a world of difference to our concept&design challenges. We used it a lot to model the behavior of our users and figure out specific areas we missed and needed to focus on in order to get engagement.

Another great value of the book is the in-depth analysis of the hooks we are subject to every day (in Twitter, Facebook, Pinterest, Instagram etc). As you go around the everyday loop you know so well from the user perspective, you see in a structured way the other side of the coin. The side of the people who know how to design behavior patterns and make others tick.

I closed 'Hooked' with a much better understanding of social&scalable products and a lot of interesting ideas for what our team is building. These came from the numerous examples and case studies, as well as the structured questions you can answer at the end of each chapter.

If you'd like to learn about habits and how they are built&changed in general, I'd recommend 'The Power of Habit' book by Charles Duhigg. If you want to understand how habits are formed in the world of technology, startups and software and mobile products, "Hooked" is the book for you. It's built on the same solid research base, yet much closer to practice and much more relevant to today's tech world.

Thank you Nir Eyal for this amazing book!

32 of 33 people found the following review helpful.
Must read for product/UX designer
By dsetia_1
As a designer, I'm always interested in user's behavior and motivation. This book provides insights for both in a way that's well structured (hook model as a framework).

I also appreciate the real world examples and stories that show the concepts discussed in action.

This book already changed my design approach and thinking and I'm sure that I'll be using this book as a reference as I do my work.

See all 897 customer reviews...

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The universe hates me, I swear.

I have a date tonight. I'm finally going to meet AJ, the guy I've been talking to over the Internet for the past few months, and I just know my jerk of a stepbrother, Andrew, is lurking around the corner somewhere, waiting to dump another load of filing on me and keep me late at work.

Andrew gets his kicks by picking on me. He knows because of the agreement I have with his father I won't stand up for myself. But if Andrew messes this up for me, I swear this time I'm going to get him back. Because while AJ is the man of my dreams and everything I've ever wanted, I don't think he'll hang around the restaurant if he believes I've stood him up.

FML. I think I hear Andrew coming.... Why do you do this to me, universe, why? AJ isn't answering his phone, I can't get ahold of him. My life can't possibly get any worse than this....

• Sales Rank: #143168 in eBooks
• Published on: 2015-10-10
• Released on: 2015-10-10
• Format: Kindle eBook

Most helpful customer reviews

4 of 4 people found the following review helpful.
Not for me...
By Nicole
I gave it two stars because I got through it, but I'm addicted to drama... good or bad and in th is book it was a little juvenile. The h was weak and couldn't make up her mind, the H was a jack a** that couldn't give a straight answer if his billions of dollars we're at stake. I'm not a fan of weak women and I think that's what pi**ed me off the most in this book. She was consistently saying one thing and the H would kiss her or say one word and it was like let's all have sex and not pay attention that she said it at all.
If your a fan of drama then go ahead and read this book if not i suggest a different one. Would I read it again... no.

5 of 6 people found the following review helpful.
I should have listened...
By E. Foley
I should have listened to my angel side when it said, "it's a stepbrother book, you'll hate it" rather than my devil side which said, "but it has catfish in the title and you love that show so you might like this."

As the title kind of gives away, Hailey is catfished by her step, Andrew. She's been talking to a guy she met online and we start the book the day she's supposed to meet AJ for the first time. And that's where the story falls apart.

Hailey is quite young, only 18 and is naive relative to relationships. Of course AJ stands her up but after an apology and her forgiveness (which I don't understand) she agrees to meet him at his apartment, where NONE OF IT MAKES SENSE. The apartment is dark and he keeps like that while he decides he's going to sleep with her first and turn the lights on later. And not once does she protest, or try to figure out who he is??? I might find it easier to believe if we knew if she had any sort of relationship with Andrew to begin with, but all of the stories that are relayed about this guy are that he's an a-hole... which makes me wonder what's up with this family to begin with.

Nothing in this book is appropriately fleshed out; I don't understand the relationship between Hailey and her mother, and her stepfather nor her stepbrother Andrew who seems to have a split personality. Andrew when he's the a-hole and AJ when he's the nice guy. I was getting whiplash.

He's a liar and manipulative; she's quite submissive in nature (although this never becomes a D/s kinda thing, so no worries there). But yet they somehow love each other... and he's not all that romantic.

I might have felt more for Hailey had I been privvy to the intricacies in her online relationship with AJ, instead I just felt sorry for her that she wasn't smarter about herself to not get in this mess in the first place.

0 of 0 people found the following review helpful.
AJ is awesome but Andrew needs help
By Erik Floyd
I thought based on the prior reviews I read that I would probably hate this book and wonder why I even bothered to try it. However, I really liked Banging Reaper so I wanted to see if it was as bad as a lot of reviews seemed to indicate or if my opinion would be different. Just so you know my opinion is different, I really liked this story. Yes, I agree Hailey is a very very very very (not sure if I put enough very's) naive h, she tries on purpose to keep her head firmly in the sand, just so she can feel the love/lust/etc without overly questioning well, anything really. (Then when she finally does question, she goes off the deep end) The H Andrew/AJ is a liar, but I can see his side of the story, I can maybe not relate but empathize with why he does what he does or did what he did. At the end of the day I see the love more than the lie. The supporting characters of her mom and his dad, needed more detail so I as a reader could understand the motivation(i.e. why is step-dad such a *** fill in the blank with whatever word makes most sense to you, the mom, super supportive and likes to give a guilt trip, but ?, that is all I got.) The evil villain, aka Tiffany, could have been more defined and less a stereotype. At the end of the day for me, this was a well written story, with maybe a little to much drama (catfish/OW maybe but maybe not/crazy/another baby momma or not/payment for services/on top of a step relationship), but a nice HEA that I could believe in. I would definitely read more from this author, as long as I can get the series books all at once.

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[T172.Ebook] Get Free Ebook Taking Flight: A Book of Story Meditations, by Anthony De Mello

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Taking Flight: A Book of Story Meditations, by Anthony De Mello

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"Both what you run from -- and what you yearn for -- are within you." --Anthony de Mello, S.J.

In the tradition of his bestselling Song of the Bird, de Mello has written these story meditations as stepping stones toward a spiritual life based on self-knowledge and understanding.

This book contains over 250 stories, grouped under the themes of Prayer, Awareness, Religion, Grace, "Saints," Self, Love, and Truth. Although derived from a variety of countries and cultures, these tales share the spiritual heritage and popular humor of the entire human race. As he does so skillfully in his other books, de Mello uses the medium of the story to enable his readers to work through their problems and arrive at essential Truth. With each seemingly simple anecdote comes a lesson powerful enough to break down barriers that limit self-understanding -- which in turn fosters a better understanding of others, in all situations in life. "Even if you read the stories in this book only for the entertainment," he warns, "there is no guarantee that an occasional story will not slip through your defenses and explode when you least expect it to."

Taking Flight offers a joyful, transcendental experience. De Mello pilots a spiritual journey with the skill of a true master.

• Sales Rank: #457455 in Books
• Brand: Image
• Published on: 1990-07-01
• Released on: 1990-07-01
• Original language: English
• Number of items: 1
• Dimensions: 8.25" h x .41" w x 5.37" l, .39 pounds
• Binding: Paperback
• 192 pages

Features

• Great product!

From the Publisher
Best-selling author Anthony de Mello presents over 250 story meditations to be used as stepping stones to a spiritual life based on self-knowledge and understanding.

From the Inside Flap
Best-selling author Anthony de Mello presents over 250 story meditations to be used as stepping stones to a spiritual life based on self-knowledge and understanding.

About the Author
Anthony de Mello, SJ, is the author of many spiritual bestsellers, including Sadhana, Awareness, and The Way to Love. A native and lifelong resident of India, de Mello taught throughout the world, and his books have been translated into more than thirty-five languages. He died in 1987.

Most helpful customer reviews

0 of 0 people found the following review helpful.
Five Stars
By kay lent
Remarkably inspiring book!

35 of 35 people found the following review helpful.
The Best of de Mello�s Story Collections
By Peter Fennessy
Of all the collections of meditation and wisdom stories that de Mello has put together I think that this one is the best (followed closely by Song of the Bird, which is equal in quality but has fewer stories). This book contains over 250 stories arranged by topic: Prayer, Awareness, Religion, Grace, The Saints, The Self, Love and Truth. These are real stories not just the didactic aphorisms and sayings (beginning with "The Master said") that are more typical of de Mello's One Minute Wisdom, One Minute Nonsense and More One Minute Nonsense. And the stories are more to some spiritual point, in my judgment, while the companion book, The Heart of the Enlightened, tends to have many that are merely humorous. So while he has a lot of good sayings and stories, were you to pick just one of those books, for my tastes it would be this one.

15 of 16 people found the following review helpful.
Books Can Speak
By Swing King
Following Anthony de Mello's book titled Awareness, I rank this as number two for him. The work being great for those living a life of reflection and contemplation. Before I ever practiced Zen Buddhism, and while I was not Christian either, Anthony de Mello's works were my spirituality. And my were those ever enjoyable and fascinating times. New worlds opened up to my sluggish eyes. De Mello gave me hope, made it appear, "Why yes. Life does have potential you silly ***." This book's in essence a compilation of short to moderately long sections borrowed from various religious traditions and/or philosophical traditions. Following some of these allegories de Mello may add a concise commentary on the piece, at other moments he leaves it up to the reader to truly decipher what had been said.
You are going to love Anthony de Mello. So treat yourself to a great book. Go ahead. Do it. Buy this book.

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[L885.Ebook] PDF Download The Tears of the Rajas: Mutiny, Money and Marriage in India 1805-1905

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• Sales Rank: #3804448 in Books
• Published on: 1900
• Binding: Hardcover

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3 of 3 people found the following review helpful.
The Raj as family history
By Sceptique500
The author has chosen to recount the coming about of the British Raj using the lens of family history. It is an interesting approach, for it gives depth to historical events we would otherwise skim over. Nothing is better than human color and detail for getting a handle on many angles of the period. The interest seldom flags, and one is drawn along with the narrative flowing as a majestic river.

The book is at its best when it retells the relentless march of British greed, gobbling up everything in its path. The author is clear-headed about it. Some of the rulers were petty despots, profligate, effete, and often plain dumb. Nevertheless, the way they were brings no credit to the perpetrators. There is no indication that British rule made much difference to the peasants in the fields. On the contrary: the old system, meretricious as it was, allowed for ambiguities and accommodation. It was elastic. British rule may have been just, but it was unduly harsh, unbending, and blind to the realities on the ground. It does not surprise that most famines in India took place during the period of British paramountcy.

The chosen approach has drawbacks, however. Where the family record is silent, the author either remains mute or needs to interpolate from sometimes a skewed angle. The “Mutiny” here is not presented here in full: there are aspects of it that are highlighted, others are ignored – it is all a bit haphazard. It is also regrettable that the heroes of the book lost their personal voice as the tragedy unfolded. Though they were present, and wrote policy papers, we do not know what they privately thought of it.

Chapter XVIII is an attempt to see the “Mutiny” in historical perspective. This is the highlight of the book, and well worth studying. The view is balanced, and the case the author makes is plausible, nay convincing. India as a whole, not just sepoys, rebelled against British overbearance. It was a war of independencebthe Indians lost. The only aspect one misses is the increasing and interconnected role of missionaries and spouses from the UKv at the time of the events. Their attempt rashly to acculturate India to British imperial standards contributed much to the rebellion.
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0 of 5 people found the following review helpful.
One Star
By Nagi book worm
Disappointed with this book. Shelved after few pages.

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