Want To Hook Your Users? Drive Them Crazy.

Here’s the gist:

- Rather than using conventional feedback loops, companies today are employing a new, stronger habit-forming mechanism to hook users—the desire engine.

- At the heart of the desire engine is a variable schedule of rewards: a powerful hack that focuses attention, provides pleasure, and infatuates the mind.

- Our search for variable rewards is about an endless desire for three types of rewards: those of the tribe, the hunt and the self.