This is an email from Psychology of Stuff by Nir Eyal, a newsletter by Psychology of Stuff.

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.

Image for post
Image for post

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:

Sign up for Psychology of Stuff by Nir Eyal

By Psychology of Stuff

This newsletter covers the psychology behind why we do what we do. Take a look

By signing up, you will create a Medium account if you don’t already have one. Review our Privacy Policy for more information about our privacy practices.

Check your inbox
Medium sent you an email at to complete your subscription.

Nir Eyal

Written by

Nir Eyal

Author of “Hooked” and “Indistractable.” Want to overcome distraction? Get my free 80-page guide to becoming “Indistractable” at: NirAndFar.com

Psychology of Stuff

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

Nir Eyal

Written by

Nir Eyal

Author of “Hooked” and “Indistractable.” Want to overcome distraction? Get my free 80-page guide to becoming “Indistractable” at: NirAndFar.com

Psychology of Stuff

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

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store