Julia Grace Patterson

Revised and Updated, Featuring a New Case Study How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior. Eyal provides readers with: • Practical insights to create user habits that stick. • Actionable steps for building products people love. • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.

Events have spiralled since the first edition of How to Dismantle the NHS in 10 Easy Steps. The junior doctors' strike, the Conservative victory in the 2015 general election, the Corbyn phenomenon, the unexpected Brexit vote and the arguably even more unexpected loss of the Conservative majority in 2017. Further, since writing the first edition, Dr. Youssef El-Gingihy found himself stricken with a life-threatening illness and the NHS doctor became the NHS patient. The fight to save the NHS transformed into a fight for his own life. Now, fully recovered, Dr. Youssef El-Gingihy returns to his 10 Easy Steps in order to strengthen his original argument and continue what Labour leader, Jeremy Corbyn, deems 'one of the most fundamental battles we face in a struggle for a British society that works for the many'. In the year of the 70th anniversary of the NHS, Dr El-Gingihy's insights have never been more vital as our national health service continues to be hit by the privatisation of public services. New expanded second edition with chapters on junior doctor's strikes and plans for US-style healthcare.