Noom's Artem Petakov on Hacking Willpower
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Noom Hacking Willpower Artem Petakov
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Transcript of Noom's Artem Petakov on Hacking Willpower
Noom
Hacking Willpower Artem Petakov
What I did on Saturday…
MotivationAbility Trigger
Let’s break it down
atm near chelsea
Ability
Trigger
Motivation
Ability: Can I do it quickly and easily?
Ability
Text
Trigger Motivation
Trigger: What reminded me to do it?
Ability Trigger Motivation
Oh shoot, I almost
missed this!
A good trigger makes me think:
Motivation: Comes from rewards
•Positive
•Immediate
•Intrinsic
Attributes of good rewards
•Variable
•Growing
Ability Trigger Motivation
Self-actualization personal growth, self-fulfillment
Aesthetic needs Beauty, balance, form, etc.
Cognitive needs knowledge, meaning, self-awareness
Esteem needs achievement, status, responsibility, reputation
Belonging and Love needs family, affection, relationships, work group, etc.
Safety needs protection, security, order, law, limits, stability, etc.
Biological and Physiological needs basic life needs - air, food, drink, shelter, warmth, sex, sleep, etc.
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Positive: Getting out of Maslow’s basement
Transcendence Helping others to
self-actualize
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Positive: Reinforcement from your coach
Immediate
Long-term
Immediate: Rewards must feel immediate because we discount the future.
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Immediate: Rewards must feel immediate because we discount the future.
Long-termImmediate
Intrinsic: Must feel like a natural part of the task.
Positive
Immediate
Intrinsic
Variable
Growing
ExtrinsicIntrinsic
I want to read a book
to learn
I’ll get paid $5 if I read this book
Ability Trigger Motivation
Intrinsic: Must feel like a natural part of the task.
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
ExtrinsicIntrinsic
Variable: Unpredictability increases dopamine
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Growing: Progressively Larger Rewards
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Streak
Core
Session
Narrative
Leaderboards For the win?
•Positive?
•Immediate?
•Intrinsic?
•Variable?
•Growing?
Focus on the long term
Behavior change takes time and
consistency
Day 1
5%
Week 6
Day 2
60%
Ability Trigger Motivation
Putting it all togetherGetting people to log their meal
Now you try it
How can we get people to eat more vegetables?
For more information On the shoulders of giants
http://go.noom.com/atm
Hooked, Nir Eyal Power of Habit, Charles Duhigg Made to Stick & Switch - Chip and Dan Heath Daniel Kahneman @ Princeton Predictably Irrational, Dan Ariely Thor Ernstsson @ Casual Corp Clash of Clans Designers @ Supercell
