Is creating addictive products the right mindset in 2023?

Today, I'd like to explore a somewhat unconventional perspective that may not align with popular thinking in the modern tech world.?However, certain recent events and books I've come across have prompted me to evaluate these ideas, as well as change my point of view on others.

Since I've recently shifted into the realm of product management, I've come to realize that our primary focus revolves around user engagement, the art of "hooking" users into our products, and enhancing customer lifetime value (LTV), the list can go on.

This means that our efforts are geared towards capturing and retaining user interest, keeping them engaged with our offerings over the long term.

One of the key responsibilities of PM is to be the user advocate, and I think we must ask ourselves if it corresponds with a business vision.

Today, we understand that self-control and self-discipline are heavily influenced by our surroundings rather than just our personal willpower.?

Many people in the modern era find themselves easily distracted, frequently losing focus, and struggling to consistently fulfill the commitments they make to themselves and others.

Issues are broader than distraction...

In the book Dopamine Nation Anna Lembke says that the most at-risk groups in society are often low-income individuals in wealthy countries and children.

This is because, in today's world, one can simply use their phone to order another dose of a drug, get food delivered, and endlessly scroll through TikTok while lounging on the couch. The readily accessible and addictive pleasures have become all too easy to obtain.

Getting easy access to pleasure makes it more likely for someone to get addicted. When it's easy to find pleasurable experiences, the chances of trying them go up, and trying them increases the risk of addiction.

In 1650, Blaise Pascal invented a syringe, and later in 1844, Francis Rynd created the hollow needle, which was used for the first injections. This invention has been crucial in treating diseases and saving many lives. However, it's also used as a way to deliver drugs like heroin.

Heroin was first made by C.R. Alder Wright in 1874 from morphine, a natural product of the opium poppy.

In 2007, Steve Jobs introduced the Apple iPhone at Macworld in San Francisco.

In 2016 TikTok was launched and became the most downloaded app ever.

Did all of these smart and sophisticated people think that their inventions would be a delivery method and the substance for modern addictive pleasures?

I don't think Jobs alone is responsible for the destructive social media trends. Beyond the drug addiction, there's also a huge issue of mental health.

Recent studies show that mental health issues are extremely high today among the kids. Of course, social media is only a part of the problem. For those who work with children, the challenges presented by mass violence, natural disasters, climate change, political polarization, as well as the typical trials and tribulations of childhood and adolescence, can seem overwhelming and difficult to overcome.

Moreover - according to a recent report by the Centers for Disease Control and Prevention (CDC), suicide rates among children have been steadily on the rise. Over the past 15 years, the suicide rate for young people aged 10 to 24 has shown a significant increase.?

Specifically, from 2007 to 2021, the suicide rate in this age group jumped by 62%, climbing from 6.8 deaths per 100,000 to 11.0 deaths per 100,000.

These stats underscore a concerning trend of rising suicide rates among young individuals.

The same trends can be seen in other countries such as the UK, Sweden, Germany, and others.

Again, I know that social media is only a part of the problem, however, it's a significant part. The use of social media among children and young people can have negative effects on their mental health, leading to issues like anxiety, depression, concerns about body image, self-harm, and substance abuse.

Now what?

Victor Papanek in his days advocated for conscious consumerism. In addition to criticizing consumerism, Victor Papanek's research in the 1970s focused on several key themes that remain influential today. These themes include a strong commitment to ecology, and sustainability, addressing the needs of marginalized populations, particularly those of the "Third World”, and a dedication to creating and producing items with minimal resource consumption.

Victor Papanek's ideas about sustainability and ethical design are enduring because they address fundamental issues that transcend time and technology. These principles guide designers, product managers, and consumers toward more responsible and conscientious choices, helping us build a more sustainable and equitable future.

Nir Eyal is the author of both Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life.

These two books explore different aspects of human behavior and technology usage.

In "Hooked," Eyal discusses the psychology behind building habit-forming products.?

He explores the concept of creating products or services that can "hook" users by engaging them repeatedly. Eyal's Hook Model consists of four components: Trigger, Action, Variable Reward, and Investment. The idea is to design products or experiences that lead users through this loop, ultimately forming habits around the product. Back in the day, I was a big fan of "Hooked" and thought this is the right way of creating the product.

In his later work "Indistractable," Eyal shifts his focus to the challenges people face in a world filled with distractions, particularly digital distractions.?

He emphasizes the importance of regaining control over one's attention and becoming "Indistractable." Eyal provides practical strategies and insights on how individuals can better manage their time and attention in the age of constant digital stimulation.

In a way, these two books present contrasting viewpoints. "Hooked" is more about how businesses and product designers can create engaging experiences to capture users' attention, while "Indistractable" is about how individuals can take control of their own attention in a world full of distractions.

Netflix with their recent autoplay feature - is this a great product feature or is this another ?hook“ that made people binge-watch another episode of their favorite tv-show, while taking benefit of their vulnerability?

What Netflix did after is the pure gem. They launched the “Still there?” prompt to action, and I personally see this as the evolution towards a more sustainable mindset.

Let’s see another great example of popularising controlled consumerism. ?

In his recent book Wanting: The Power of Mimetic Desire in Everyday Life Luke Burgis explores the concept of mimetic desire, which refers to the idea that our desires are often imitative or mimicked by others. We tend to want what others want, and our desires are shaped by social and cultural influences.

Bottom line, as we all know - product managers are the ones that influence product vision and mission, then the strategy.

I think that shifting our mindset from mere user "hooking" to providing sustainable value not only benefits users but also contributes to the long-term success and reputation of your product and company.?

It aligns with a broader trend toward responsible and ethical product development that respects users' time and well-being while delivering meaningful solutions.