Friction versus two competitors

Limits

What we don’t claim

The Hook Model is a practical design tool, not a validated or complete theory of behavior.Hooked, Introduction

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Diagnostic question
Weekly sign-ups or orders
traffic volume question
Sizes the traffic at the step that matters, which decides whether a standard A/B test can read in time or small-sample designs apply.
Diagnostic question
The key action at each stage
desired actions question
Names the one action wanted from users at each lifecycle stage, so every lens rates the right behavior.
Diagnostic question
Quick scan: what brings users back
external trigger quick scan
The second of Hooked's five fundamental questions, used as the default quick scan of the external-trigger link.
Diagnostic question
Quick scan: the simplest action
action quick scan
The third of Hooked's five fundamental questions, used as the default quick scan of the action link.
Diagnostic question
User quick ratio
growth accounting question
Computes new plus resurrected over churned users for the last 28 days, and how long it has been below 1.
Diagnostic question
Organic share of new activated users
organic growth question
Finds the share of new activated users who arrived without paid acquisition, and its direction.

Source IDs: HK-Q46HK-T07

Book content is paraphrased, never quoted at length. Last verified October 24, 2026.