“I wanted to create a toolkit which I would have wanted as an entrepren...” — Nir Eyal Quote

I wanted to create a toolkit which I would have wanted as an entrepreneur to use these principles of psychology in product design. Some startups totally forget the trigger. In some, the action is too complicated. Others don't have a variable reward, which maintains mystery.

Don Draper-style advertising is really only available to the biggest brands out there. It's only commodity goods that use those kind of messages because they have to differentiate goods that are really hard to differentiate between - Shell gasoline versus Exxon, Coke versus Pepsi, Sprint versus T-Mobile, it's all the same thing!

The cold truth is that the best products don't always win. Many times it's - the products that have the ability to keep users coming back and using them without conscious thought and using them out of habit are the ones that keep us coming back.

The more professional opportunities came my way, the more time I spent away from my friends - the people I truly cared about. Maintaining friendships with people to talk to, depend on and enjoy takes time.

My affliction has been... I can make something or draw something or design something better than I can explain it.

Victor Papenack, who was teaching design, had his students making radios for a penny each that could be shipped to Third World people.

By means of tracing-paper I transfer my design to the wood and draw on that.

I didn't design schools for poor kids. I'm designing schools to be world-class.

There are two methods in software design. One is to make the program so simple, there are obviously no errors. The other is to make it so complicated, there are no obvious errors.