What does a great customer do?

• Diagnostic question

  How customers pay

  revenue model question

  Finds the revenue model, which decides whether paying should wait for a habit or is itself the value event.

• 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.

• Diagnostic question

  The one number that shows value

  North Star question

  Finds a North Star candidate that expresses customer value and leads revenue, plus the game the business plays.

Sources

• Hooked · Nir Eyal

  Ch.8

Source IDs: HK-MEA01

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