The habit zone:

- To hook users to make sure they are building healthy habits, not unhealthy addictions.

- For some businesses, forming habits is a critical component to success, but not every business requires habitual user engagement.

- When successful, forming strong user habits can have several business benefits including: higher customer lifetime value (CLTV), greater pricing flexibility, supercharged growth, and a sharper competitive edge.

- Habits cannot form outside the Habit Zone, where the behavior occurs with enough frequency and perceived utility.

- Habit-forming products often start as nice-to-haves (vitamins) but once the habit is formed, they become must-haves (painkillers).

- Habit-forming products alleviate users’ pain by relieving a pronounced itch.

- Designing habit-forming products is a form of manipulation. Product builders would benefit from a bit of introspection before attempting.