Обратите внимание, что вы приобретаете краткое изложение книги. Все ключевые идеи автора изложены в формате саммари, которое вы можете прочесть за 30–40 минут, не упустив ничего важного. Краткое изложение подготовлено для вашего удобства авторами онлайн-библиотеки СоКратко.

Нир Эяль (Nir Eyal) ведет писательскую, консультативную и преподавательскую деятельность на стыке психологии, технологии и бизнеса. Консультирует несколько стартапов, венчурных компаний и бизнес-инкубаторов. Сам является основателем двух стартапов. Преподает в Высшей школе бизнеса Стэнфордского университета, выпускником которой и является, и Институте дизайна Хассо Платтнера. Также окончил университет Эмори.

Райан Хувер (Ryan Hoover) – писатель и аналитик трендов, развития и поведенческого дизайна технологических продуктов. Является директором по продукту PlayHeaven, бизнес-инкубатора для разработчиков мобильных приложений. Также является инструктором в Treadecraft, 12-недельной программе развития талантливых стартаперов.

Эта книга будет полезна как маркетологам компаний, которые стремятся привязать клиентов к своему товару или услуге, так и для потребителей, которые узнают, за какие «ниточки» тянут нас создатели мощных брендов для большей привязанности к их продукту.

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Иногда частота действия имеет второстепенное значение. Это касается тех действий, которые повторяются человеком не слишком часто, но могут стать привычными, так как имеют очень высокую ценность (например, они связаны с получением удовольствия или с существенным уменьшением дискомфорта). Иногда второстепенной становится ценность: действие, не имеющее большой ценности, но совершаемое постоянно, закрепляется и все же становится привычкой.

Каждая инновация, рассчитывающая на успех, должна решать какую-либо проблему. На первый взгляд, это очень просто, но, в большинстве случаев, постановка проблемы, которую должен решать продукт, становится камнем преткновения для многих компаний. Важно создать такой продукт, который изначально покажется потребителю «витаминкой», но через какое-то время станет необходимым болеутоляющим. Такой продукт должен «облегчить боль» потребителя, снизить его дискомфорт, тогда вероятность закрепления его в зоне привычки становится более высокой.

Методы создания привычки, по своей сути – манипулирование. Именно поэтому, цепляя потребителя на крючок, руководители компании должны быть уверены, что компания вырабатывает у человека здоровую привычку, а не зависимость.

Прежде чем приступить к разработке продуктов, которые формируют потребительские привычки, ответьте на несколько вопросов.

• Какие именно привычки вы хотите сформировать, и какую проблему будет решать создаваемый вами продукт?

• Как эту проблему потребители решают в данный момент, и стоит ли, в таком случае, ваш продукт затрачиваемых сил, если решение достаточно эффективно? Будут ли покупатели обращаться к вашему продукту чаще?

• Какие именно действия вашего покупателя должны стать привычными?

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