Nir Eyal

Nir Eyal

Nir Eyal is the bestselling author of "Hooked" and "Indistractable" and an expert on behavourial design and the psychology of habit formation.

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Nir Eyal's Biography

Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. He previously taught as a lecturer in Marketing at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford.

Since 2003, Nir Eyal co-founded and sold two tech companies and was dubbed by The M.I.T. Technology Review as, “The Prophet of Habit-Forming Technology.” Bloomberg Businessweek wrote, “Nir Eyal is the habits guy. Want to understand how to get app users to come back again and again? Then Eyal is your man.”

He is the author of two bestselling books and in his seminal work, "Hooked: How to Build Habit-Forming Products" (2014), Eyal unveiled the intricate mechanics of product design that captivate and retain users. Eyal's Hook Model, which explores the psychology behind building habit-forming products, catapulted him to the forefront of the tech industry. His work provided critical insights into how companies like Facebook, Twitter, and countless startups strategically engage users, making their products irresistible and addictive.

Following the success of "Hooked," Eyal released "Indistractable: How to Control Your Attention and Choose Your Life". "Indistractable" received critical acclaim, winning the Outstanding Works of Literature Award and was named one of the Best Business and Leadership Books of the Year by Amazon and one of the Best Personal Development Books of the Year by Audible.

In addition to blogging at, Eyal’s writing has been featured in The New York Times, The Harvard Business Review, Time Magazine, and Psychology Today.

Eyal invests habit-forming products that improve users’ lives. Some of his past investments include Eventbrite (NYSE:EB), (acquired by Spotify), Kahoot! (KAHOOT-ME.OL), Canva, Homelight, Product Hunt, Marco Polo, Byte Foods, FocusMate, Dynamicare, Wise App, and Sunnyside

He attended The Stanford Graduate School of Business and Emory University.


Indistractable Book by Nir Eyal - CWG Speakers


How to Control Your Attention and Choose Your Life

Hooked by Nir Eyal - CWG Speakers


How to Build Habit-Forming Products

Articles & Videos

Comments & Testimonials

Comments & Testimonials

Our customers were rapt with Nir’s talk track and anecdotal feedback shared was overwhelmingly positive. His session brought such positive energy into the room to end our program on a high note. We had some customers share that they were taking notes during his sharing. We’re very thankful to Nir for signing the books, taking photos with our customers, and staying for networking post-event. Would love to bring him back for some community-led events ran by the wider AWS Startups team in future.

Eunice Cheng, AWS Startups

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