Uploaded June 2025 | Updated September 2026, 2 hours ago

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In Hooked: How to Build Habit-Forming Products, Nir Eyal sets out the four step Hook Model, which countless apps, brands, and companies have used to attract and retain customers over the past decade.

But what sort of habits do these products and services help us form? And will they let us leave when the time is right?

Timestamps
00:00 Introduction
00:29 Tonight's the night to cut the streak
01:11 Solid rocket booster metaphor
02:54 Keep the customer hooked
04:55 My seventy-six-day Duolingo streak
06:22 Duolingo is an AI-first company
08:09 Getting hooked (Nir Eyal)
08:55 The Hook Model Step 1 - Trigger
10:31 The Hook Model Step 2 - Action
12:09 The Hook Model Step 3 - Variable Rewards
14:54 The Hook Model Step 4 - Investment
15:50 Who benefits when we get hooked?
19:01 Punished by Rewards (Alfie Kohn)
21:17 The Burnout Society (Byung-Chul Han)
23:20 What next?
25:37 Getting unhooked (ending the streak)

Books Mentioned
Hooked: How to Build Habit-Forming Products by Nir Eyal
Punished by Rewards by Alfie Kohn
The Burnout Society by Byung-Chul Han