What is stopping you reaching 100%?

What do people that work in tech and drug dealers have in common?

They both call their customers ‘users’

The reasoning behind this is no coincidence. Many of today’s devices and platforms are like drugs and can be very addictive, the creators of these devices and platforms want that to be the case, as our attention is their most valuable asset.

Companies invest heavily to exploit our instincts so that we remain engrossed in their offerings. 

As humans, we tend to favour the tasks that we believe we are close to completing. The evolution of the human brain has resulted in our longing for completion, and something called the endowed progress effect makes us feel as though we are on the verge of it. 

This is why on this very platform, LinkedIn, and many other, your profile displays a ‘completion’ bar. This constantly reminds you that you are almost done, and the site increases the likelihood of staying around, submitting more information or doing further tasks.

In fact, many modern companies look further than just exploring our preexisting instincts and deeply-seated habits, they actually strive to create completely new habits within their users also.

Have you ever considered why mobile gaming companies limit the length of play? Or why you only have a certain amount of lives?

It is because we value scarce resources, so having little play time, or a limited time frame in which to play, makes us value the game more. It also forces us to play over and over, which contributes to forming a habit.

Companies have even found ways to give users assurance and comfort. If we take Uber for example, right after you have requested your car, it shows you precisely where your driver is and how long they will be.

People do not like uncertainty and the comfort derived from this experience also makes users more likely to use the service in the future.

Whilst technology is incredibly helpful, we should be mindful of how we interact with our devices and avoiding giving our attention to things that are not of benefit to us.