SlideShare a Scribd company logo
Noom
Hacking Willpower
Artem Petakov
What I did on
Saturday…
MotivationAbility Trigger
Let’s break it down
atm near chelsea
Ability
Trigger
Motivation
Ability:
Can I do it quickly
and easily?
Ability
Text
Trigger Motivation
Trigger:
What reminded
me to do it?
Ability Trigger Motivation
Oh shoot,
I almost
missed this!
A good trigger
makes me think:
Motivation:
Comes from
rewards
•Positive
•Immediate
•Intrinsic
Attributes of good rewards
•Variable
•Growing
Ability Trigger Motivation
Self-actualization
personal growth, self-fulfillment
Aesthetic needs
Beauty, balance, form, etc.
Cognitive needs
knowledge, meaning, self-awareness
Esteem needs
achievement, status, responsibility, reputation
Belonging and Love needs
family, affection, relationships, work group, etc.
Safety needs
protection, security, order, law, limits, stability, etc.
Biological and Physiological needs
basic life needs - air, food, drink, shelter, warmth, sex, sleep, etc.
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Positive:
Getting out
of Maslow’s
basement
Transcendence
Helping others to
self-actualize
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Positive:
Reinforcement
from your coach
Immediate
Long-term
Immediate:
Rewards must feel
immediate
because we
discount the
future.
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Immediate:
Rewards must
feel immediate
because we
discount the
future.
Long-term
Immediate
Intrinsic: Must
feel like a natural
part of the task.
Positive
Immediate
Intrinsic
Variable
Growing
ExtrinsicIntrinsic
I want to
read a book
to learn
I’ll get paid
$5 if I read
this book
Ability Trigger Motivation
Intrinsic: Must
feel like a natural
part of the task.
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
ExtrinsicIntrinsic
Variable:
Unpredictability
increases
dopamine
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Growing:
Progressively
Larger
Rewards
Positive
Immediate
Intrinsic
Variable
Growing
Ability Trigger Motivation
Streak
Core
Session
Narrative
Leaderboards
For the win?
•Positive?
•Immediate?
•Intrinsic?
•Variable?
•Growing?
Focus on the
long term
Behavior change
takes time and
consistency
Day
1
5%
Week
6
Day
2
60%
Ability Trigger Motivation
Putting it all together
Getting people to log their meal
Now you try it
How can we get people
to eat more vegetables?
For more information
On the shoulders of giants
http://go.noom.com/atm
Hooked, Nir Eyal
Power of Habit, Charles Duhigg
Made to Stick & Switch - Chip and Dan Heath
Daniel Kahneman @ Princeton
Predictably Irrational, Dan Ariely
Thor Ernstsson @ Casual Corp
Clash of Clans Designers @ Supercell
Thanks!
Questions?
Contact me: artem@noom.com

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