Moving from Product-Market Fit to Product-Habit Fit

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Nir Eyal, author of  Hooked: A Guide to Building Habit-Forming Products, discussed his 4-step process for Building Habit Forming Products (podcast and transcription link): 

The model is called the hook model and the four steps are a trigger, an action, a reward – and, often times, it’s a variable reward – and an investment. So by cycling users through these four steps of the hook we find that over time they form an association with internal triggers. Internal triggers are things that we feel throughout our day like emotion, or particular routines, or certain places, or people we might encounter that cue us to action, that get us to take certain behaviors, but where the information for what to do next is informed by an association with that feeling or routine.

For example, when we feel lonely, what do we do? Some people will go ahead and check Facebook. When they’re bored, many people will check YouTube, or the news, or ESPN.com. And they do these things habitually without conscious thought. When we don’t have the answer to something, when we’re uncertain, we don’t really ask ourselves, “Do we?” or “Don’t we?” We just Google it instantly without really considering the action. So it turns out that by going through these four steps of the trigger, action, reward, and investment, we can actually create those associations for folks. And the idea is that we can start using these methods that have traditionally been used by gaming companies or advertising firms, and we can start using this consumer psychology to help people live better, healthier, happier, more connected lives.

I think you will enjoy the entire podcast or transcription Building Habit Forming Products. When you take a step back and look at your market, you will generally see that they are controlled by the habits of the people and even organizations. Large brand or market share leaders will maintain that lead, till innovators create new habits. It is an interesting proposition when viewing your markets from this perspective.

Most have heard of the Lean StartupTM  terminology of Product-Market fit or the more traditional Voice of Customer/Market . I have always been an advocate of Market-Product thinking.  I think it easier to find a hungry market and build a product for it than to have a great product and go find a market. But what about looking for Habit-Product fit, or vice-versa? What habits can be identified that are associated with your product or service? What actions, triggers, cues, investments, and rewards are associated with your product thinking?

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.

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