Nir Eyal joins us to talk about how to build habit-forming products. We discuss his recently published book Hooked, which debuted on the Wall Street Journal best-seller list. Among the topics we discuss are his 4-step process for building products that keep users coming back, how tools like the scarcity heuristic can be used to drive intended behaviors, and what the framing effect tells us about the importance of perceived value. In addition to his writing, Nir speaks frequently at industry conferences and Fortune 500 companies. Among the outlets for which he writes frequently are TechCrunch, Forbes, and Psychology Today. He has co-founded 2 start-ups, including AdNectar, which was funded by Kleiner Perkins, and he has an MBA from the Stanford Graduate School of Business.