Nir Eyal

Ryan Hoover

Outlines a model for innovating engaging products that encourage profitable customer behavior without costly advertising or aggressive messaging, drawing on the author's experiences as a startup founder to identify specific actionable steps.

How to Build Habit-forming Products

Hooked

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 things out of sheer habit? Is there an underlying pattern to how technologies hook us? Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Through consecutive 'hook cycles,' these products bring people back again and again without depending on costly advertising or aggressive messaging. Hookedis based on Eyal's years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder - not abstract theory, but a how-to guide for building better products. Hookedis written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour. Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest to the Bible App. 'The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject.' Rory Sutherland, Vice-Chairman, Ogilvy & Mather 'The book everyone in Silicon Valley is talking about.' Boris Veldhuijzen van Zanten, founder of The Next Web 'Hookedgives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will.' Matt Mullenweg, founder of Wordpress 'You'll read this. Then you'll hope your competition isn't reading this. It's that good.' Stephen Anderson, Author of Seductive Interaction Design'An essential crib street for any start-up looking to understand user psychology.' Dave McClure, founder of 500 Starups

How to Build Habit-Forming Products

Başarılı şirketler insanların ellerinden bırakamadığı ürünleri nasıl yaratıyor? Neden bazı ürünler dikkatimizi çekerken diğerleri başarısız oluyor? Sırf alışkanlıktan dolayı belirli şeylerle meşgul olmamızı sağlayan nedir?

Nir Eyal bu soruları (ve daha fazlasını) “Kanca Modeli” adını verdiği, ürünlere uygulandığında müşteri davranışını ustaca teşvik eden dört adımlı bir süreç ile açıklıyor. Ardışık "bağlantı döngüleri" sayesinde bu ürünler, maliyetli reklamlara veya agresif mesajlara bağlı kalmadan insanların tekrar tekrar geri gelmelerini sağlıyor.

Kancaya Takılınca: Alışkanlık Yaratan Ürünler Nasıl Geliştirilir? ürün yöneticileri, tasarımcılar, pazarlamacılar, girişimciler ve ürünlerin davranışlarımızı nasıl etkilediğini anlamaya çalışan herkes için yazılmış, kalıcı kullanıcı alışkanlıkları yaratmak ve insanların sevdiği ürünler geliştirmek için uygulanabilir adımların yer aldığı bir kılavuz.

“Akıllı telefon sahiplerinin yüzde 79’u her sabah uyandıktan sonra 15 dakika içinde mutlaka cihazlarını kontrol ediyor. Amerikalıların tam olarak üçte biri cep telefonlarını kaybetmektense seksten vazgeçebileceklerini söylüyor. İnsanlar telefonlarına günde 34 kez göz atıyor, ancak sektör çalışanları bu alışkanlığın günde 150 kez gibi insanı hayrete düşürecek kadar yüksek bir rakama ulaşabileceğine inanıyor…

Kabul edin: hepimiz KANCAYA TAKILDIK.”

Alışkanlık Yaratan Ürünler Nasıl Geliştirilir?

Kancaya Takilinca

ついに登場！ スタートアップのバイブル 「実践の現場でもすぐに役立ちます」（リブセンスCTO平山宗介） Facebook、Twitter、Instagram、Pinterestになぜユーザーは「ハマる」のか？ なぜこのサービスは注目を集めたのに、あのサービスは失敗したのか？ 熱心なファンがつくサービスとそうでないものにある差は何か？ デジタルでもアナログでも、すべての企画者・開発者にとっての死活問題であるこの問いに、行動心理学とデザインに裏打ちされた「フック・モデル」という明快なフレームワークと、豊富なケーススタディーで答えるのが本書です。 ◎フック・モデルの4ステップ トリガー（きっかけ） 人々に行動を取らすための引き金。外的トリガーと内的トリガーの2つがあり、すべてのフックの始まりとなるフェーズ。 アクション（行動） アクションのしやすさと、それを行うための心理的動機の2つを用いて、特定のアクションが発生する可能性を高めるフェーズ。 リワード（報酬） ユーザーを惹きつけるために欲望を生み出させるフェーズ。報酬にはトライブ（集団）、ハント（狩猟）、セルフ（自己）の3つがある。 インベストメント（投資） ユーザーにわずかな仕事をさせて改善を行わせることで、新たなフック・サイクルを作り出す確率を高めるフェーズ。

Hooked ハマるしかけ 使われつづけるサービスを生み出す[心理学]×[デザイン]の新ルール

Darren Levine

LEARN THE ULTIMATE DEFENSE AND FIGHTING SYSTEM FOR BEGINNERS As the official fighting system of the Israeli Defense Forces, Krav Maga has been battle-tested and has been proven successful. Its emphasis on instinctive movements and efficient counterattacks makes it an easy-to-learn and highly effective program for anyone—male or female, large or small, young or old. Krav Maga for Beginners presents the system’s fundamental techniques, its most useful real-world moves and its comprehensive fitness program. Whether you are looking to improve your fighting skills or gain the confidence to escape from a personal assault unharmed, Krav Maga or Beginners provides everything you’ll need to reach your fighting goal. With over 360 step-by-step photos, Krav Maga for Beginners makes it easy to learn the world’s most effective self-defense and fighting system: •Escape Danger •Counterattack •Neutralize & Defeat

A Step-by-Step Guide to the World's Easiest-to-Learn, Most-Effective Fitness and Fighting Program

Krav Maga for Beginners

As the official defensive tactics system of Israeli police, military, and elite special operations units, krav maga has proven its effectiveness from front lines and back streets to prisoner transport and "take no prisoners" missions. For the first time,"Black Belt Krav Maga" teaches and illustrates the discipline's most lethal fighting and self-defense moves in book format. These no-holds-barred street fighting techniques are designed to do one thing and one thing only: end a fight as quickly as possible by completely disabling an opponent. Extensive counterattacks are illustrated for the most dangerous situations, including neutralizing attackers armed with guns, knives, and other weapons. The program in Black Belt Krav Maga trains readers to functionduring the stress and shock of a sudden, violent encounter and react with a perfectly coordinated counterattack--quickly, automatically, and with deadly accuracy.

Ryan Hoover

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