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The “Toothbrush” Trick Used By Google’s CEO To Get Customers To Come Back

Nir Eyal
Nir Eyal
Sep 20, 2016 · 1 min read

Here’s the secret to forming habits around an infrequently used product.

Larry Page, CEO of Alphabet (the company formerly known as Google), has a quirky way of deciding which companies he likes. It’s called “The Toothbrush Test.” According to the New York Times, when Page looks at a potential company to acquire, he wants to know if the product is, like a toothbrush, “something you will use once or twice a day.”

Page clearly understands habits. As I wrote in my book, “Hooked: How to Build Habit-Forming Products,” frequently used products form sticky customer habits. But what if your product doesn’t pass Page’s Toothbrush Test? Perhaps you’d like people to use your product or service frequently, but it just doesn’t make sense to do so.

Read the rest of the article on Medium here:

Psychology of Stuff

Interesting thoughts at the intersection of technology…

Psychology of Stuff

Interesting thoughts at the intersection of technology, psychology, and business

Nir Eyal

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Nir Eyal

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Psychology of Stuff

Interesting thoughts at the intersection of technology, psychology, and business