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Me
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OMG? businesses
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Vitamins or painkillers?
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Selling painkillers
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Selling vitamins
- Emotional need, not efcacy - Makes me feel good knowing... - Only viable business if habit
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Vitamins or painkillers?
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Habit-forming technology
Pleasure seeking Pain alleviation
Vitamin
Painkiller
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Why am I here?
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Behavior engineering is a Super Power ... can be used for good or evil.
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"We wanted ying cars, instead we got 140 characters." - Peter Thiel
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Your challenge: More distractions Harder to nd new users Viral channels are dying
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Rocket Ship
Garbage
K<1
Commitment Business
Evernote, Pandora, Amazon
Low
High
Habit Score
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Automaticity
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Action
Commitment
Var. Reward
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Trigger
examples?
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Trigger Examples
External Alarms Advertising Calls-to-action Emails Stores Internal Emotions Routines Situations Places People
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Action
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ability
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Factors of ability
Time Money Physical effort Brain cycles Social deviance Non-routine
ability
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motivation
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B = m.a.t.
Variable Reward
examples?
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We crave predictability
Variable rewards
drive us nuts
Compulsion to make
sense of cause and effect drives the search
Dopamine system
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Curious by nature
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Commitment
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Commitment
Where user does a
bit of work.
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Farmville
T
Facebook feed, email ... ????
C
???? ????
VR
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Farmville
T
Facebook feed, email ... Play
C
???? ????
VR
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Farmville
T
Facebook feed, email ... Play
C
????
VR
Farmville
T
Facebook feed, email ... ???? Play
VR
Farmville
T
Facebook feed, email ... Boredom, lonesome, loss aversion = anxiety Play
VR
Email
T
Icon on phone ???? ????
C
???? ????
VR
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Email
T
Icon on phone ???? Open unread messages
C
????
VR
Tribe, hunt and self
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Email
T
Icon on phone ???? Open unread messages
C
Write back
VR
Tribe, hunt and self
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Email
T
Icon on phone Procrastinate, anxiety, thoughts of others.... Open unread messages
C
Write back
VR
Tribe, hunt and self
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Commitment
Var. Reward
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To increase automaticity:
- Increase speed through each engine. - Increase number of engines in user ow. - Keep steps of engine novel.
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To break automaticity:
- Remove the desire engine altogether. - Create space between steps to slow engine. - Allow novelty to decay, becomes predictable.
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http://goo.gl/UEEX2
(slides at end of survey) Contact: Nir@NirAndFar.com