Nir Eyal

  • "Selon une étude universitaire, les gens consultent leur téléphone 34 fois par jour. Mais d'après les spécialistes du secteur, on approcherait plutôt le chiffre sidérant de 150 consultations quotidienne.
    RECONNAISSONS-LE : NOUS SOMMES ACCROS !"
    C'est en ces termes que Nir Eyal touche du doigt la plus grande réussite marketing de ces dernières décennies. Au fil des pages il décrypte le mécanisme de l'addiction à un produit ou à un service.
    Les neurosciences ont largement permis de comprendre le fonctionnement de notre cerveau et de jouer sur notre besoin de satisfaction. Cela se déroule en quatre étapes :
        1. Déclencheurs
        2. Récompense
        3. Action
        4. Investissement
    Vous êtes marketeur, créateur, entrepreneur ? Il vous dévoile le processus infaillible qui permettra de rendre votre client accro.
    Vous être client, utilisateur ? Vous comprendrez pourquoi vous ne pouvez plus vous passer de telle application, de tel service ou de tel produit.

  • Anglais Hooked

    Nir Eyal

    In Hooked, Nir Eyal reveals how successful companies create products people can't put down - and how you can too Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us?

    Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Through consecutive "hook cycles," these products bring people 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 behaviour.

    Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest and the Bible App.

    Nir Eyal spent years in the video gaming and advertising industries where he learned, applied, and at times rejected, techniques described in Hooked to motivate and influence users. He has taught courses on applied consumer psychology at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design and is a frequent speaker at industry conferences and at Fortune 500 companies. His writing on technology, psychology, and business appears in the Harvard Business Review, The Atlantic, TechCrunch, and Psychology Today.

    Ryan Hoover's writing has appeared in Tech- Crunch, The Next Web, Forbes, and Fast Company. After working on Hooked with Nir Eyal, Hoover founded Product Hunt, a company that has been described as "the place to discover the next big things in tech."

  • Anglais Hooked

    Nir Eyal

    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 steps 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 over and over 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 startup founder – not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, startup founders, and anyone who seeks to understand how products influence our behavior.

  • Un guide pour rester concentré à l'ère de la distraction permanente. 
     
    Vous êtes assis à votre bureau en train de travailler sur un projet essentiel, et vous êtes interrompu par une notification sur votre téléphone. Au moment de vous remettre au travail, un collègue vient vous taper sur l'épaule pour discuter. À la maison, les écrans polluent votre temps qualitatif en famille. Une nouvelle journée commence, et vos objectifs personnels ou professionnels les plus importants sont toujours en suspens.
     
    Que vous serait-il possible de réaliser si vous suiviez vos meilleures intentions  ? Que pourriez-vous accomplir si vous restiez concentré  ? Que se passerait-il si vous aviez le pouvoir d'être  imperturbable  ?
     
    Dans ce livre, l'expert comportementaliste Nir Eyal vous révèle les raisons  psychologiques cachées qui nous conduisent à la distraction. Et vous apporte de vraies solutions autres que celles d'éteindre vos appareils ou l'impossible abstinence qui conduit souvent à une utilisation encore plus élevée.
     
    Prenez le meilleur de la technologie sans la laisser prendre le meilleur de vous-même.
     
    - Pourquoi la distraction au travail est un dysfonctionnement culturel de l'entreprise et comment la résoudre 
    - Pourquoi le télétravail est une des solutions  et comment s'organiser pour être imperturbable à la maison 
    - Qu'est-ce qui dirige les comportements humains et pourquoi c'est si douloureux d'organiser son temps de travail
    - Pourquoi vos amitiés (et votre vie sexuelle) en dépendent
    - Comment élever des enfants imperturbables dans un monde si distrayant
     
    Optimiste et encourageant, ce livre va vous aider à gérer votre temps et votre attention.
     

  • Anglais Hooked

    Eyal Nir

    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.

  • The identified lives effect describes the fact that people demonstrate a stronger inclination to assist persons and groups identified as at high risk of great harm than those who will or already suffer similar harm, but endure unidentified. As a result of this effect, we allocate resources reactively rather than proactively, prioritizing treatment over prevention. For example, during the August 2010 gold mine cave-in in Chile, where ten to twenty million dollars was spent by the Chilean government to rescue the 33 miners trapped underground. Rather than address the many, more cost effective mine safety measures that should have been implemented, the Chilean government and international donors concentrated efforts in large-scale missions that concerned only the specific group. Such bias as illustrated through this incident raises practical and ethical questions that extend to almost every aspect of human life and politics.
    What can social and cognitive sciences teach us about the origin and triggers of the effect? Philosophically and ethically, is the effect a "bias" to be eliminated or is it morally justified? What implications does the effect have for health care, law, the environment and other practice domains?
    This volume is the first to take an interdisciplinary approach toward answering this issue of identified versus statistical lives by considering a variety of perspectives from psychology, public health, law, ethics, and public policy.

  • The identified lives effect describes the fact that people demonstrate a stronger inclination to assist persons and groups identified as at high risk of great harm than those who will or already suffer similar harm, but endure unidentified. As a result of this effect, we allocate resources reactively rather than proactively, prioritizing treatment over prevention. For example, during the August 2010 gold mine cave-in in Chile, where ten to twenty million dollars was spent by the Chilean government to rescue the 33 miners trapped underground. Rather than address the many, more cost effective mine safety measures that should have been implemented, the Chilean government and international donors concentrated efforts in large-scale missions that concerned only the specific group. Such bias as illustrated through this incident raises practical and ethical questions that extend to almost every aspect of human life and politics. What can social and cognitive sciences teach us about the origin and triggers of the effect? Philosophically and ethically, is the effect a bias to be eliminated or is it morally justified? What implications does the effect have for health care, law, the environment and other practice domains? This volume is the first to take an interdisciplinary approach toward answering this issue of identified versus statistical lives by considering a variety of perspectives from psychology, public health, law, ethics, and public policy.

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