How customers pay

• 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

  What does a great customer do?

  value event question

  Finds the value event and how often it should happen.

• Diagnostic question

  What kind of product this is

  archetype question

  Places the product in an archetype, which sets default cadences, routes and which stages get emphasis.

• Diagnostic question

  How often a devoted user should come back

  devoted cadence question

  Sets a realistic devoted-user frequency from typical loyal users, never extreme ones, which every habit metric is measured against.

• Diagnostic question

  How much better than the alternative

  perceived utility question

  Rates perceived utility against the best alternative, the second axis of the Habit Zone placement.

• Diagnostic question

  Does the business need a habit?

  business fit question

  Checks whether the business needs unprompted repeat use or grows through trust and referrals on occasional purchases.

Sources

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