Download - Hooked Startup Summer 2014
![Page 1: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/1.jpg)
THOMAS K startupletters.com @kjemperud
Hooked !!!
Thomas Kjemperud Oslo, July 30, 2014
Express edition
![Page 2: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/2.jpg)
THOMAS K startupletters.com @kjemperud
"When my boss tells me to increase
engagement, I'm like…"
![Page 3: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/3.jpg)
THOMAS K Thomas.do @kjemperud
"Why can't we do it like _______?"
![Page 4: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/4.jpg)
THOMAS K Thomas.do @kjemperud
Patterns
![Page 5: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/5.jpg)
THOMAS K startupletters.com @kjemperud
Vitamins or painkillers?
![Page 6: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/6.jpg)
THOMAS K Thomas.do @kjemperud
Selling painkillers
- Obvious need - stop pain - Quantifiable market - Monetizable
![Page 7: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/7.jpg)
THOMAS K Thomas.do @kjemperud
Selling vitamins
- Emotional need, not efficacy - "Makes me feel good knowing..." - Unknown market
![Page 8: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/8.jpg)
THOMAS K Thomas.do @kjemperud
Vitamins or painkillers?
![Page 9: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/9.jpg)
THOMAS K startupletters.com @kjemperud
Habit is when not doing
causes pain.
![Page 10: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/10.jpg)
Habit-forming technology
![Page 11: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/11.jpg)
THOMAS K Thomas.do @kjemperud
Creating pain? (more of an itch)
![Page 12: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/12.jpg)
THOMAS K startupletters.com @kjemperud
Close your eyes
![Page 13: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/13.jpg)
THOMAS K startupletters.com @kjemperud
!
hab·it A BEHAVIOR DONE WITH
LITTLE OR NO CONSCIOUS THOUGHT
![Page 14: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/14.jpg)
THOMAS K startupletters.com @kjemperud
![Page 15: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/15.jpg)
THOMAS K startupletters.com @kjemperud
![Page 16: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/16.jpg)
THOMAS K startupletters.com @kjemperud
![Page 17: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/17.jpg)
THOMAS K startupletters.com @kjemperud
![Page 18: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/18.jpg)
THOMAS K startupletters.com @kjemperud
Two flavors Internal
External
![Page 19: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/19.jpg)
THOMAS K startupletters.com @kjemperud
TriggersExternal Internal
!
Alarms Notifications
Emails Stores
Authority
!
Emotions Routines
Situations Places People
What to do next is in the trigger
What to do next is in the user's head
![Page 20: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/20.jpg)
THOMAS K startupletters.com @kjemperud
NEGATIVE EMOTIONS ARE POWERFUL
INTERNAL TRIGGERS
DISSATISFIED
INDECISIVE
LOST
TENSE
FATIGUED
INFERIORDISCOURAGED
CONFUSED
LONESOME
BORED
POWERLESS
FEAR OF LOSS
![Page 21: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/21.jpg)
THOMAS K startupletters.com @kjemperud Source: Kotikalapudi et al 2012,
Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
People with depression check email more.
![Page 22: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/22.jpg)
THOMAS K startupletters.com @kjemperud
![Page 23: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/23.jpg)
THOMAS K startupletters.com @kjemperud
![Page 24: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/24.jpg)
THOMAS K startupletters.com @kjemperud
![Page 25: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/25.jpg)
THOMAS K startupletters.com @kjemperud
Know your customer's internal trigger.
![Page 26: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/26.jpg)
THOMAS K startupletters.com @kjemperud
"Every time the user [internal trigger]
they use [product]."
![Page 27: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/27.jpg)
THOMAS K startupletters.com @kjemperud
![Page 28: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/28.jpg)
THOMAS K startupletters.com @kjemperud
when
doing < thinking = action
![Page 29: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/29.jpg)
trigger (SUCCESS!)
trigger (FAIL!)
ability
mo
tiva
tio
n
Source: Dr. BJ Fogg, Stanford University
B = m.a.t.
Fogg Behavior Model
![Page 30: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/30.jpg)
THOMAS K startupletters.com @kjemperud
![Page 31: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/31.jpg)
THOMAS K startupletters.com @kjemperud
Factors of ability • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
![Page 32: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/32.jpg)
THOMAS K startupletters.com @kjemperud
Motivators of behavior
Seek: Pleasure Hope Acceptance
Avoid: Pain Fear
Rejection
![Page 33: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/33.jpg)
THOMAS K startupletters.com @kjemperud
![Page 34: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/34.jpg)
THOMAS K startupletters.com @kjemperud
![Page 35: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/35.jpg)
THOMAS K startupletters.com @kjemperud
![Page 36: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/36.jpg)
THOMAS K startupletters.com @kjemperud
![Page 37: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/37.jpg)
THOMAS K startupletters.com @kjemperud
![Page 38: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/38.jpg)
THOMAS K startupletters.com @kjemperud
Supercharge the "stress of desire"…
!
But how?
![Page 39: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/39.jpg)
THOMAS K startupletters.com @kjemperud
Exactly!
![Page 40: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/40.jpg)
THOMAS K startupletters.com @kjemperud
The unknown is fascinating
![Page 41: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/41.jpg)
THOMAS K startupletters.com @kjemperud
![Page 42: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/42.jpg)
THOMAS K startupletters.com @kjemperud
As rewards become predictable, they become less interesting
![Page 43: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/43.jpg)
THOMAS K startupletters.com @kjemperud
![Page 44: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/44.jpg)
THOMAS K startupletters.com @kjemperud
![Page 45: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/45.jpg)
THOMAS K startupletters.com @kjemperud
The investment phase is where the user does a bit of work
![Page 46: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/46.jpg)
THOMAS K startupletters.com @kjemperud
![Page 47: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/47.jpg)
THOMAS K startupletters.com @kjemperud
Investments load the next trigger of the Hook
![Page 48: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/48.jpg)
THOMAS K startupletters.com @kjemperud
Investments store value, improving the product with use
![Page 49: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/49.jpg)
THOMAS K startupletters.com @kjemperud
![Page 50: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/50.jpg)
THOMAS K startupletters.com @kjemperud
![Page 51: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/51.jpg)
THOMAS K startupletters.com @kjemperud
![Page 52: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/52.jpg)
THOMAS K startupletters.com @kjemperud
![Page 53: Hooked Startup Summer 2014](https://reader033.vdocuments.us/reader033/viewer/2022052904/5583885dd8b42a8e0c8b4a87/html5/thumbnails/53.jpg)
THOMAS K startupletters.com @kjemperud
thomas.do/feedback
Help improve this talk, plus get slides and more resources!
Thank you!