In this thought, provoking episode, Charles sits down with Nir Eyal, author, behavioral design expert, and investor, to explore the psychology behind why people become attached to certain products, ideas, and habits. Nir unpacks the core principles from his bestselling book Hooked: How to Build Habit, Forming Products, revealing the behavioral frameworks that the world's most successful companies use to create products people return to again and again. From the science of triggers and rewards to the ethical responsibility of building technology that shapes human behavior, Nir explains how entrepreneurs and product creators can design experiences that truly resonate with users. He also dives into the difference between manipulation and meaningful engagement, sharing why understanding human psychology is essential for building products that serve people rather than exploit them. Together, they explore how habits are formed, how attention has become the most valuable currency in the modern economy, and why the future of innovation lies at the intersection of psychology, technology, and intentional design. This isn't just a conversation about product development. It's a blueprint for understanding human behavior, and for building companies, tools, and ideas that people genuinely want to make part of their daily lives. KEY TAKEAWAYS: -How Nir Eyal developed the behavioral design framework behind Hooked: How to Build Habit-Forming Products -Why the most successful companies design products around psychology, not just technology -The four-step "Hook Model" that explains why users repeatedly return to certain products and platforms -The difference between ethical engagement and manipulation when building habit-forming technology Head over to provenpodcast.com to download your exclusive companion guide, designed to guide you step-by-step in implementing the strategies revealed in this episode. KEY POINTS: