National Bestseller

Hooked: How to Build
Habit-Forming Products

Hooked updated cover 2019

National Bestseller

Hooked: How to Build
Habit-Forming Products

Revised and Updated, Featuring a New Case Study

“A must read for everyone who cares about driving customer engagement.”
-Eric Ries, author, The Lean Startup

Nir Eyal’s writing has been featured in

Hooked gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will.

Matt Mullenweg

Founder, Wordpress

The book everyone in Silicon Valley is talking about.

Boris Veldhuijzen van Zanten

Founder, The Next Web

When it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user.

Andrew Chen

Technology Writer & Investor

Claim Your Exclusive Hooked Bonuses

Order the updated edition of Hooked and claim your exclusive bonuses.

Hooked Supplemental Workbook

This workbook is the perfect complement to Hooked. It is specially designed to help you build your own habit-forming product or service.

Product Psychology

We’ve asked the brightest minds in the field to share their best resources on user behavior with our members.

Behavioral Design

Hear from bestselling author Gretchen Rubin on “The Secret to Making and Breaking Habits,” industry veteran Josh Elman on “How Twitter Built User Habits”, and more!


Once you’ve ordered your updated edition of Hooked, enter your name, email address, and purchase details below to get access to the free Hooked bonus materials.

Order your updated edition of Hooked,
featuring a new case study.

How do successful companies
create products people love to use?

Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?

Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.

Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

Eyal provides readers with:

  • Practical insights to create user habits that stick.
  • Actionable steps for building products people love.
  • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.

I speak about product management all over the world, and this is the single book I consistently recommend as a must-read.

Amir Shevat

Developer Relations, Slack

The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject.

Rory Sutherland

Vice-Chairman, Ogilvy & Mather

Hooked is the definitive guide to customer engagement and retention in the digital age.

Gibson Biddle

former VP of Product Management, Netflix

Purchase Hooked Outside of the US

To purchase Hooked outside of the US, please visit our favorite retailers below:

English (shipped outside of US)
Chinese (mainland)
Chinese (off mainland)


Nir Eyal

Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. He is the author of the bestselling book, Hooked: How to Build Habit Forming Products.

Nir founded and sold two companies since 2003 and has taught at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design. In addition to blogging at, Nir's writing frequently appears in The Harvard Business Review, Inc, and Psychology Today among many others.

Read more about Nir »

Top Articles

Plan Better. Work Better. Live Better.

Below are some of Nir’s best articles on how improve concentration, control your attention, and manage distractions. Read on and begin your journey towards becoming indistractable.

The New Norms of Business: Interview with Nathalie Nahai

The New Norms of Business: Interview with Nathalie Nahai

Nir’s Note: Author, speaker, and host of “The Hive Podcast,” Nathalie Nahai’s work explores the intersection between persuasive technology, ethics, and the psychology of online behavior. Following her best-selling book, Webs of Influence: The Psychology of Online...

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Will Clubhouse be a Habit or Has-Been?

Will Clubhouse be a Habit or Has-Been?

Photo by William Krause on UnsplashNir’s Note: This article is part of a series on “The Hooked Model in Action.” Previous analyses have included Slack, Fortnite, Amazon’s Echo, Tinder, and The Bible App. I never take compensation from any company profiled.Maybe you’ve...

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The One Fitness App That Hooked Me For Good

Nir's Note: This article is part of a series on "The Hooked Model in Action." Previous analyses have included Slack, Fortnite, Amazon's Echo, Tinder, and The Bible App. Note, I never take compensation for writing articles on my blog. Could there be a behavior more...

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Here’s How Fortnite ‘Hooked’ Millions

Here’s How Fortnite ‘Hooked’ Millions

Nir’s Note: This guest post is by Patricio O’Gorman, technology consultant and professor at Universidad de Palermo. If you have kids, you’ve likely heard about Fortnite. The wildly popular online battle game has amassed over 125 million players and hosts more than 3...

read more