Nir Eyal is a teacher and author of the best-selling book Hooked: How to build Habit-forming Products. He’s founded and sold two technology companies since 2003, and has been dubbed the “Prophet of habit-forming technologies.”

Nir and Tara Gentile spoke about how creating repeat behavior in your customers is a must-do for all businesses, the difference between creating habits and addictions, and how consumers constantly lie to us (even though they don’t mean to).