Let’s say you’ve built the next big thing. You’re ready to take on the world and make billions. Your product is amazing and you’re convinced you’ve bested the competition. As a point of fact, you know you offer the very best solution in your market. But here’s the rub. If your competition has established stronger customer habits than you have, you’re in trouble.
1. Faster hooks. In his book Something Really New, author Denis J. Hauptly deconstructs the process of innovation into its most fundamental steps. First, Hauptly states, understand the reason people use a product or service. Next, lay out the steps the customer must take to get the job done. Finally, once the series of tasks from intention to outcome is understood, simply start removing steps until you reach the simplest possible process.
2. Better reward. Our brains crave stimulation. Whenever an experience is more satisfying, more interesting, or more rewarding, we want more of it. Sometimes products establish new habits just because using them feels better.
3. Higher frequency. Studies show behaviors done more often have a higher habit-forming potential while those done less often do not usually become routines. When it comes to pulling users away from their existing habits, products that can engage users more frequently than their competitors, have a better shot at bringing users back.
4. Easier in. A characteristic of many habit-forming products is that they are easy to start and hard to stop. By breaking down some barrier to begin using the product, companies have found success wooing users away from competitors.