Michael Covel speaks with Nir Eyal. Eyal is an educator, author, and entrepreneur who is all about connecting psychology, technology, and business. His new book is titled “Hooked: How To Build Habit Forming Products”. Covel and Eyal discuss how behavior and habits can be engineered, and how technology changes our behavior; the moral implications of habit forming activities; the difference between habits and addictions; breaking “the hook”; the four areas that “the hook” goes through: trigger, action, variable reward, and investment; the IKEA example and how value can be built; Eyal’s mentors and influences; the importance of social feedback from your community; the WhatsApp deal, and how to deal with your “insane jealousy” of the messaging app deal; getting equal pay for equal work, and how that might be embedded in our DNA; and the importance of interface changes when it comes to revolutionary changes in technology. For more information on Nir Eyal, go to nirandfar.com.