Nir Eyal’s guide on how successful companies create products people can’t put down.
Favorite quotes from the book:
“all humans are motivated to seek pleasure and avoid pain, to seek hope and avoid fear, and finally, to seek social acceptance and avoid rejection.”
“One method is to try asking the question “why” as many times as it takes to get to an emotion. Usually this will happen by the fifth “why.” This is a technique adapted from the Toyota Production System described by Taiichi Ohno as the “5 Whys Method.” Ohno wrote that it was “the basis of Toyota’s scientific approach … by repeating ‘why?’ five times, the nature of the problem as well as its solution becomes clear.”