In this episode, Jay interviews Nir Eyal, a writer, consultant, and expert on the intersection between psychology, technology, and business. The M.I.T. Technology Review dubbed Nir, "The Prophet of Habit-Forming Technology," and today he discusses the formation of habits both in your life and the life of your clients. Nir will unveil his proprietary “Hook Model” so you can implement it in your own business if you need to encourage a habit that’ll stick. He’ll explain why certain digital products have “stored value” while others don’t, and will lead you through the customer journey using his “Hook Formula”. If you thought focus was the opposite of distraction, you were wrong. Listen in as Nir reveals his four-part blueprint for becoming indistractable – and finally get traction in a way you’ve never experienced before.2:00 – 8:00 - Introducing Nir, what he does, what it means to be a behavioral designer who knows how to design habits, and why and for whom he wrote his two books. 8:00 – 14:00 - Nir’s “Hook Model”, how to build it, and when to apply the hook formula to your business (hint: not every business needs one). 14:00 – 18:30 - Studies that prove that variability causes us to engage, focus, and form habits, what “stored value” means for digital products, and where customers end after the four steps. 18:30 – 26:00 - Internal triggers, understanding traction and distraction, and getting clear on what prompts us to take action, and why time management is pain management. 26:00 – 30:00 - How to get things done: Master internal triggers, make time for traction, hack back external triggers, and institute pre-commitments as a firewall. 30:00 – 37:30 - Nir’s mission, his vision for an indistractable future, what he’s working on, and how to contact Nir and find his book.