Sublime

By mastering habit-forming product design, the companies profiled in this book make their goods indispensable.

Level 1: Consumption

To move the needle—or to convince people to ask whether the needle might need moving in the first place—few tools are as compelling as experiments.

Choice architecture, a concept described by famed scholars Thaler, Sunstein, and Balz

Indeed, because of Super Crunching, firms sometimes may be able to make more accurate predictions about how you’ll behave than you could ever make yourself.

Thought Leadership 101

designers manipulate our brain chemistry in ways that are known to trigger addictive behaviours.

1. Competitive alternatives