This is Near A All, author of Hooked, How to Build Habit Forming Products, and you are listening to the Marketing Book Podcast.

Welcome to the Marketing Book Podcast, helping you keep up with the smartest thinking in the quickly changing field of modern

marketing.

And now here's your host, Douglas Burdett.

Hello, thanks for joining me on the marketing book podcast. I'm your host Douglas

Burdett and my goal in this podcast is to help you discover new ideas about

what's working in modern marketing. Don't worry about taking notes, I'll do that, and

you can find them at marketingbook podcast.com. Today I'm joined

by near a all and we're going to talk about his new book a Wall Street Journal

bestseller entitled Hooked How to Build Habit Forming Products.

Nere is an author educator, an entrepreneur,

in addition to his personal blog, which I'll link to in the show notes,

he is a frequent contributing writer for Forbes, Tech Crunch, and Psychology today, writing about the

intersection of psychology, technology, and business. And he frequently writes about

how technology shapes user behavior by creating new habits.

A co-founder of two startups, he has also taught at Stanford's Graduate School of Business and

Haso Plattner Institute of Design.

Nere, congratulations on Hooked and welcome to the marketing book podcast.

Thank you so much.

It's a pleasure to be with you.

In the book you mentioned that the book teaches innovators how to build products to help people do the things they already want to do

for lack of a solution they don't.

...