Are you a facilitator, peddler, entertainer, or dealer? • Dealers neither use the product nor believe it can improve people's lives. They have the lowest chance of finding long-term success and often find themselves in morally precarious positions.

Pal Graham adhises entrepreneurs to leave the sexy sounding hashew ideas behind and instead build for their own needs: "instead of asking What problem should I solve?' ask what problem do I wish someone else would solve for me?" Studying your own needs can lead to remarkable discover. is and new ideas because the designer always has a direct line to at least one user: him- or herself.

Habit Testing - Modify Armed with new insights, it is time to revisit your product and identify ways to nudge new users down the same Habit Path taken by devotees. This may include an update to the registration funnel, content changes, feature removal, or increased emphasis on an existing feature. Twitter used the insights gained from the previous step to modify its on-boarding process, encouraging new users to immediately begin following others.

Are you a facilitator, peddler, entertainer, or dealer? • Entertainers use their product but do not believe it can improve people's lives. They can be successful, but without making the lives of others better in some way, the entertainer's products often lack staying power.

Are you a facilitator, peddler, entertainer, or dealer? • Peddlers believe their product can materially improve people's lives but do not use it themselves. They must beware of the hubris and inauthenticity that comes from building solutions for people they do not understand firsthand.

You are now equipped to use the Hooked Model to ask yourself these fundamental questions for building effective hooks: 1. What do users really want? What pain is your product relieving? (Internal trigger) 2. What brings users to vour service? (External trigger) 3. What is the simplest action users take in anticipation of reward, and how can you simplify your product to make this action easier? (Action) 4. Are users fulfilled by the reward yet left wanting more? (Variable reward) 5. What "bit of work" do users invest in your product? Does it load the next trigger and store value to improve the product with use? (Investment)