Author of 'Hooked' and 'Indistractable', speaker, teacher, and behavioural design consultant. As a behavioural designer, Nir has always been interested in the intersection between of psychology, technology and business. Nir taught at Stanford Graduate School of Business and later at Hasso Plattner Institute of Design at Stanford, and during his time in these institutes he came to understand the psychology behind how to make the kind of products and services that build healthy habits in people's lives. This formed the basis of his first book "Hooked: How to build habit forming products" which is an insider's perspective into how the world's biggest social media companies, the world's largest tech companies, get us hooked on their products. The book aims to help marketers, entrepreneurs, designers, investors, into building the habit-forming products and services that can improve people's lives. Nir has in most of his career worked in the video-gaming and advertising industries and has learned and applied the techniques used to motivate and manipulate users. As an active angel investor, he continues to invest in habit-forming products, with his past investments including Kahoot!, Anchor.fm (acquired by Spotify) and Marco Polo, to name a few. In this episode, we discuss: • Operating in the intersection of technology, business and psychology and how that forms the heart of habit-forming products • His book 'Indistractable: How to control your attention and choose your life', his own struggle with attention and why the ability of controlling your attention is the skill of the century • Root-cause of distraction - external triggers such as technology versus internal triggers • Unpacking distraction - how traction (and not focus) is the opposite of distraction, and how to lean in towards traction and living with intent • The importance of intentional planning and allocating time based on values and priorities • How to avoid falling in the rabbit hole of information and research related distraction with a simple 4-step strategy: Mastering internal triggers, making time for traction, hack back external triggers, and finally preventing distraction with pacts • Other hacks in the book such as building Indistractable workplaces, having Indistractable relationships, and beyond Three Quick Questions • What business book do you recommend? 'Dream Teams: Working Together Without Falling Apart' by Shane Snow • Who is one person to follow on social media? Writer, teacher and podcaster - David Perell, on Twitter (@david_perell) • If you could have dinner with anyone, who would it be? Paul Graham - found of YCombinator, who inspired Nir to write To learn more about Nir Eyal, his books and to gain access to an 80-page complimentary workbook for his book Indistractable, visit www.nirandfar.com.