Nir Eyal is the author of National and Wall Street Journal Best-Seller - Hooked and Indistractable

Microsoft CEO, Satya Madella, recommended his books to all of the company's employees. Hooked - How to Build Habit-Forming Products gives product creators large and small an inside look at the psychology behind the apps that we use every day, and how to replicate the same methodologies

We will discuss, in brief, the Hook Model and each of its four steps: Trigger, Action, Variable Reward, and Investment and how startups may implement this into their new products. The incredibly powerful structure that Nir exposes here can be directly applied to many types of products.

Eyal's most recent book, Indistractable - How to Control Your Attention and Choose Your Life, is aimed at the user of these incredibly hard-to-put-down products. By design, our devices and the engines within them are built in such a way that makes them difficult to overcome.

In the latter portion of this chat, we will learn about traction and DIS-traction, the difference of an internal and external trigger (what's happening around us or within us that drives us to the screen), how to master our own psychology, and "hack back" our own apps and devices so that we can use them as we wish, not when large companies want us to. Those who allow technology to control their every moment will not live the life they wish to lead, simply because of the constant DIS-traction caused.

As entrepreneurs, product leaders, and consumers alike, we're highly confident that you will find this talk valuable and insightful