The Morality of Manipulation
So we talked about the hook model we talked about these four basic phases of the hook the trigger, the action, the reward investment and it's through successive cycles through these hooks remember those two things that is required to change a habit? How do we change a habit? Number one is frequency so we've got a pass through the four steps of this hook with sufficient frequency and then too we have to change attitudes have to change consumer preferences and this is how consumer preferences are changed that through successive cycles through these hooks in siri's one habit after the other after the other increasingly more complex behaviours take hold and this is how customer preferences are shaped, how are attitudes are formed and how these habits take hold so that was a lot of information in a little bit of time I realize that, but what I want to do is to give you kind of this summary slide just probably the most important part of the presentation condensed down, which is these five fu...
ndamental questions again, not every business has to form a habit, but every business that forms a habit needs a hook. And so to make sure you have a hook and so to be able to ask yourself, does your product meet the criteria of a product likely to form a habit, you can ask yourself what's the internal trigger that your product is addressing number two what's the external trigger that gets your user to the product number three what's the simplest behavior done in anticipation of a reward number four is the reward fulfilling and yet leaves the user wanting more and then finally what's the bit of work done to increase the likelihood of the next pass through the hook. Now, before we leave plenty of time for q and a, I would love to hear from from folks watching online what they're struggling with and what unanswered questions we can talk about. But before we do that there's, one more thing I'd like to discuss, and that is the morality of manipulation. And I'm guessing many of you as you were watching my presentation, you were thinking, you know, is this kosher? Is this all right to do two people? Is that our right to use their hidden psychology to get people to do things we want them to do? Is that all right? And if you had that reaction, bravo. I think that is the appropriate, humane response to knowing about the power of how our behaviors air shaped, because let's face it any time we are changing users behavior to meet our ends in mind that my friends is a form of manipulation. And so we need to be very careful about how we apply these techniques because the products were building these are the things that people take to bed with them every night the first thing that reached for in the morning before they even say hello to their loved ones and as ian bogo said, our technologies air quite possibly becoming the cigarettes of this century so what responsibly do we have as entrepreneurs as designers engineers as investors? What responsibly do we have to use the psychology of habits for good? Well, I encourage you to pick one of the world's problems to fix you know that is one thing that unfortunately we have no shortage of I encourage you to engage people in something meaningful and something important to help people live happier, healthier, more productive, more connected lives to borrow from the words of gandhi I encourage you to build the change you wish to see in the world thank you very much and with that before we go on to questions I have a quick favor so for the studio audience and folks watching at home kate, can you raise your phones up for me? I'm gonna do a quick demonstration your razor if you have a phones with you raise him up for you if you snuck a minister raising me for what I just did here is I've increased your ability I've made it easier for you to take the intended behavior, which is to go to this rural opinion, to doubt us, to go to that girl for me, if you could, there you will find a very short survey. I'm constantly tweaking this presentation, taking user feedback would love to know what you thought of the presentation today. Just five questions radio buttons taking all thirty seconds. As soon as you click submit, you'll be taken to a link for my slide share page, where you can have all the slides you just saw. So if you'd like to share them and externally outside the class, of course, you won't get everything that you got today, because he won't have the voiceover and some extra content. But you'll have the slides for the presentation. Feel free to share those on, of course, that's the reward. So you can see I practice what I preach here.