Blog 27: Evaluating the morality behind manipulating users (Hooked model)

• In continuation from blog 26…

• To conclude, the author of the book suggests that every product creator, designing a habit forming technology, must assess the morality behind how they manipulate users.

• Determine which of the four categories your product fits into:

  • facilitator,

  • peddler,

  • entertainer or

  • dealer?

• Excerpts from the book:

  • “Facilitators use their own product and believe it can materially improve people’s lives.”: Have the highest chance of success because they closely understand the needs of their users.

  • “Peddlers believe their product can materially improve people’s lives but do not use it themselves.”: The creators must be aware of the inauthenticity that comes from building solutions for people they do not understand first hand.

  • “Entertainers use their product but do not believe it can improve people’s lives.”: Can be successful, but without making the lives of others better in some way, the products lack retention.

  • “Dealers neither use the product nor believe it can improve people’s lives.”: Has the lowest chance of finding long term success.

To conclude, the author of the book suggests a product creator must:

• Understand where his/her product falls on this manipulation matrix.

• Does it influence positive or negative behaviours?

This is the last part of the blog series on the book ‘Hooked Model’ by Nir Eyal.

Continue reading about the Hooked Model by Nir Eyal (Blog 22, 23, 24, 25, 26, 27)

Jump to blog 100 to refer to the overall product management mind map.

All the best!