Retention: The Hook Model

THE BRUTAL REALITY: GROWTH WITHOUT RETENTION IS DEBT

If your retention is bad, every dollar you spend on marketing is just a donation to Facebook or Google.

The Conflict: Growth hackers focus on the "Top of the Funnel" (Ads). But the real growth happens in the middle.

The Truth: Habit is the ultimate moat. If your product doesn't become a biological requirement, it's just a commodity.

The Fix: Build a "Hook" that captures the user's brain before they have a chance to leave.

1. THE TRIGGER-ACTION-REWARD LOOP

Habits are built in 4 steps:

1. Trigger: A cue (e.g., a notification or a feeling of boredom).

2. Action: The simplest behavior done in anticipation of a reward.

3. Variable Reward: The brain loves a slot machine. If the reward is unpredictable (like a social feed), we stay hooked.

4. Investment: The more data/effort a user puts in, the harder it is to leave.

2. FRICTION IS THE ENEMY

Your user has the attention span of a goldfish. If they don't see value in the first 30 seconds, they are gone forever. Onboarding is not about "teaching features"; it's about accelerating them toward the "Aha!" moment.

SMART WORDS

RETENTION

The "Stickiness." The ability of a product to keep its customers coming back for more.

VARIABLE REWARDS

The "Slot Machine." Rewards delivered on a variable schedule to maximize dopamine and addiction.

AHA! MOMENT

The "Lightbulb." The specific point where the product’s value becomes undeniably clear to the user.

TACTICAL DIRECTIVES

1. Friction Audit: Count how many clicks it takes to see the first value. Cut that number by 50% today.

2. Variable Reward: Add one element of "Unpredictable Value" to your product's daily use.

3. The Investment: Force the user to perform one small "work" (like setting a preference) in the first 2 minutes.