--- title: "Meaning & Key Takeaway of: Unfortunately, too many companies build…" description: "\"“Unfortunately, too many companies build their products betting users will do what they make them do instead of letting them do what they want to do. C..." image: "https://sms4smile.com/quotes/i/d9f/nir-eyal-1258_doing-things_unfortunately-too-many-companies-build-t_1806193.jpg" --- # Unfortunately, too many companies build their products… ![“Unfortunately, too many companies build their products betting users will do what they make them do instead of letting them do what they want to do. Companies fail to change user behaviors because they do not make their services enjoyable for its own sake, often asking users to learn new…” quote by Nir Eyal](https://sms4smile.com/quotes/i/d9f/nir-eyal-1258_doing-things_unfortunately-too-many-companies-build-t_1806193.jpg) [Download](https://sms4smile.com/quotes/i/d9f/nir-eyal-1258_doing-things_unfortunately-too-many-companies-build-t_1806193.jpg) [Open image](https://sms4smile.com/quotes/i/d9f/nir-eyal-1258_doing-things_unfortunately-too-many-companies-build-t_1806193.jpg) > ““Unfortunately, too many companies build their products betting users will do what they make them do instead of letting them do what they want to do. Companies fail to change user behaviors because they do not make their services enjoyable for its own sake, often asking users to learn new, unfamiliar actions instead of making old routines easier. Companies that successfully change behaviors present users with an implicit choice between their old way of doing things and a new, more convenient way to fulfill existing needs. By maintaining the users’ freedom to choose, products can facilitate the adoption of new habits and change behavior for good. Whether coerced into doing something we did not intend, as was the case when Quora opted-in all users to its “views” feature, or feeling forced to adopt a strange new calorie counting behavior on MyFitnessPal, people often feel constrained by threats to their autonomy and rebel. To change behavior, products must ensure the users feel in control. People must want to use the service, not feel they have to.”” [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Products succeed when they make desired actions enjoyable and preserve user autonomy, rather than forcing unfamiliar habits. **In simple terms:** Make services enjoyable and keep user choice. Key Takeaway Design for autonomy and enjoyment. Themes behavior design autonomy habit formation user experience Mood thoughtful encouraging Type advisory insightful When to use this quote - app onboarding - fitness trackers - social platforms - enterprise tools Key Concepts Self‑Determination Theory intrinsic motivation choice architecture Questions to Reflect On - How can you make a new habit feel natural? - What incentives preserve freedom while guiding behavior? A Different Perspective If users feel forced, they may resist or abandon the product. ★ ★ ★ ★ ★ No ratings yet [Behavior Myfitnesspal](https://sms4smile.com/quotes/about/behavior-myfitnesspal-2075833/) [Behaviors Make](https://sms4smile.com/quotes/about/behaviors-make-1812927/) [Change Behavior](https://sms4smile.com/quotes/about/change-behavior/) [Change Behaviors](https://sms4smile.com/quotes/about/change-behaviors-1522793/) [Doing things](https://sms4smile.com/quotes/about/doing-things/) [Freedom to choose](https://sms4smile.com/quotes/about/freedom-to-choose/) [Habits](https://sms4smile.com/quotes/about/habits/) [User Behaviors](https://sms4smile.com/quotes/about/user-behaviors-1812925/) ## Related quotes > [“Unfortunately, too many companies build their products betting users will do what they make them do instead of letting them do what they want…](https://sms4smile.com/quotes/nir-eyal/unfortunately-too-many-companies-build-their-products-betting-users-2/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“It seems that many of us have the goal of making other people conform to our desires and expectations, whether or not we would…](https://sms4smile.com/quotes/tom-walsh/it-seems-that-many-of-us-have-the-goal-of-making-other-people-conform/) [Tom Walsh](https://sms4smile.com/quotes/author/tom-walsh/) > [“This tracking exercise changed my awareness of how I related to my money. It worked so well, in fact, that I’ve used it many…](https://sms4smile.com/quotes/darren-hardy/this-tracking-exercise-changed-my-awareness-of-how-i-related-to-my/) [Darren Hardy](https://sms4smile.com/quotes/author/darren-hardy/) > [The truth is that we can learn to condition our minds, bodies, and emotions to link pain or pleasure to whatever we choose. By…](https://sms4smile.com/quotes/tony-robbins/the-truth-is-that-we-can-learn-to-condition-our-minds-bodies-and/) [Tony Robbins](https://sms4smile.com/quotes/author/tony-robbins/) > [“Our values and behaviors are incongruent, and this incongruence causes us a certain degree of moral discomfort. In order to alleviate this discomfort, we…](https://sms4smile.com/quotes/melanie-joy/our-values-and-behaviors-are-incongruent-and-this-incongruence-causes/) [Melanie Joy](https://sms4smile.com/quotes/author/melanie-joy/) > [“To change behavior, products must ensure the user feels in control. People must want to use the service, not feel they have to.”](https://sms4smile.com/quotes/nir-eyal/to-change-behavior-products-must-ensure-the-user-feels-in-control/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Real change requires you to change your behavior-not just your attitude.”](https://sms4smile.com/quotes/phil-stutz/real-change-requires-you-to-change-your-behavior-not-just-your/) [Phil Stutz](https://sms4smile.com/quotes/author/phil-stutz/) > [Information does not change behavior. Practices do.](https://sms4smile.com/quotes/richard-leider/information-does-not-change-behavior-practices-do/) [Richard Leider](https://sms4smile.com/quotes/author/richard-leider/) > [You can't change people but you can effect a change in them by your behavior.](https://sms4smile.com/quotes/garrison-wynn/you-can-t-change-people-but-you-can-effect-a-change-in-them-by-your/) [Garrison Wynn](https://sms4smile.com/quotes/author/garrison-wynn/) > [The study of doctrine and the teaching of doctrine will change behavior more than the study of behavior will change behavior.](https://sms4smile.com/quotes/boyd-k-packer/the-study-of-doctrine-and-the-teaching-of-doctrine-will-change/) [Boyd K. Packer](https://sms4smile.com/quotes/author/boyd-k-packer/) > [“Someone who’s responsive to feedback would listen without interrupting, blaming, or accusing; ask questions for clarity; engage in discussions about next steps; and make…](https://sms4smile.com/quotes/erika-andersen/someone-who-s-responsive-to-feedback-would-listen-without/) [Erika Andersen](https://sms4smile.com/quotes/author/erika-andersen/) > [As a coach, when it comes to football players, we're trying to change their behavior and make them better. As people, we're trying to…](https://sms4smile.com/quotes/nick-saban/as-a-coach-when-it-comes-to-football-players-we-re-trying-to-change/) [Nick Saban](https://sms4smile.com/quotes/author/nick-saban/) > [Don't be much closer to anyone,because A Small Change In There Behavior Hurts A lottt...!!](https://sms4smile.com/quotes/anonymous/don-t-be-much-closer-to-anyone-because-a-small-change-in-there/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [You shouldn't change your behavior because a government agency somewhere is doing the wrong thing. If you sacrifice your values because you're afraid, you…](https://sms4smile.com/quotes/edward-snowden/you-shouldn-t-change-your-behavior-because-a-government-agency/) [Edward Snowden](https://sms4smile.com/quotes/author/edward-snowden/) > [Don't be much closer to anyone. BECAUSE A small change in their behavior hurts a lot… :(](https://sms4smile.com/quotes/ritu/don-t-be-much-closer-to-anyone-because-a-small-change-in-their/) [Ritu](https://sms4smile.com/quotes/author/ritu/) ## More by Nir Eyal > [“Imagine a time when your mobile phone rang but you didn’t answer it. Why not? Perhaps the phone was buried in a bag, making…](https://sms4smile.com/quotes/nir-eyal/imagine-a-time-when-your-mobile-phone-rang-but-you-didn-t-answer-it/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“For an example of how perception of a limited supply can increase sales, look no further than Amazon.com. My recent search for a DVD…](https://sms4smile.com/quotes/nir-eyal/for-an-example-of-how-perception-of-a-limited-supply-can-increase/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“all humans are motivated to seek pleasure and avoid pain, to seek hope and avoid fear, and finally, to seek social acceptance and avoid…](https://sms4smile.com/quotes/nir-eyal/all-humans-are-motivated-to-seek-pleasure-and-avoid-pain-to-seek-hope/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“The more users invest in a product through tiny bits of work, the more valuable the product becomes in their lives and the less…](https://sms4smile.com/quotes/nir-eyal/the-more-users-invest-in-a-product-through-tiny-bits-of-work-the-more/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Twitter The “feed” has become a social staple of many online products. The stream of limitless information displayed in a scrolling interface makes for…](https://sms4smile.com/quotes/nir-eyal/twitter-the-feed-has-become-a-social-staple-of-many-online-products/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Once a technology has created an association in users’ minds that the product is the solution of choice, they return on their own, no…](https://sms4smile.com/quotes/nir-eyal/once-a-technology-has-created-an-association-in-users-minds-that-the/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [ “Instead of asking ‘what problem should I solve?’ ask ‘what problem do I wish someone else would solve for me?’”\[cxxxi\]” ](https://sms4smile.com/quotes/nir-eyal/instead-of-asking-what-problem-should-i-solve-ask-what-problem-do-i/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Storing Value Unlike physical goods in the real world, the software that runs our technology products can adapt itself to our needs. To become…](https://sms4smile.com/quotes/nir-eyal/storing-value-unlike-physical-goods-in-the-real-world-the-software/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“From the follower side of the equation, the more Twitter users curate the list of people they follow, the better the service will be…](https://sms4smile.com/quotes/nir-eyal/from-the-follower-side-of-the-equation-the-more-twitter-users-curate/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“When bored, many people seek excitement and turn to dramatic news headlines. When we feel overly stressed we seek calm, perhaps finding relief in…](https://sms4smile.com/quotes/nir-eyal/when-bored-many-people-seek-excitement-and-turn-to-dramatic-news/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Remember and Share - Action is the second step in The Hook. - The action is the simplest behavior in anticipation of reward. -…](https://sms4smile.com/quotes/nir-eyal/remember-and-share-action-is-the-second-step-in-the-hook-the-action/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.](https://sms4smile.com/quotes/nir-eyal/habit-forming-products-often-start-as-nice-to-haves-but-once-the/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Experiences with finite variability become less engaging because they eventually become predictable. Businesses with finite variability are not inferior per se, they just operate…](https://sms4smile.com/quotes/nir-eyal/experiences-with-finite-variability-become-less-engaging-because-they/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social…](https://sms4smile.com/quotes/nir-eyal/fogg-states-that-all-humans-are-motivated-to-seek-pleasure-and-avoid/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Stack Overflow’s content is created voluntarily by people who use the site. A staggering 5,000 answers to questions are generated per day by site…](https://sms4smile.com/quotes/nir-eyal/stack-overflow-s-content-is-created-voluntarily-by-people-who-use-the/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) [Explore all 262 Nir Eyal quotes ](https://sms4smile.com/quotes/author/nir-eyal/) ## More Doing things quotes > [I love casting against type and doing things you wouldn't expect, because I think you get more interesting performances that way. Hollywood loves to…](https://sms4smile.com/quotes/david-s-goyer/i-love-casting-against-type-and-doing-things-you-wouldn-t-expect/) [David S. Goyer](https://sms4smile.com/quotes/author/david-s-goyer/) > [Doing the right things is more important than doing things right.](https://sms4smile.com/quotes/ko-wen-je/doing-the-right-things-is-more-important-than-doing-things-right/) [Ko Wen-je](https://sms4smile.com/quotes/author/ko-wen-je/) > [“Standards are just the most accepted ways of doing things. They're usually unquestioned, not challenged, not the most efficient, and not the best way…](https://sms4smile.com/quotes/rick-otton/standards-are-just-the-most-accepted-ways-of-doing-things-they-re/) [Rick Otton](https://sms4smile.com/quotes/author/rick-otton/) > [As opposed to getting into arguments about, well, these folks have been treated fairly so now we're going to be doing things that, very…](https://sms4smile.com/quotes/barack-obama/as-opposed-to-getting-into-arguments-about-well-these-folks-have-been/) [Barack Obama](https://sms4smile.com/quotes/author/barack-obama/) > [Either you let your life slip away by not doing the things you want to do, or you get up & do them](https://sms4smile.com/quotes/roger-von-oech/either-you-let-your-life-slip-away-by-not-doing-the-things-you-want/) [Roger von Oech](https://sms4smile.com/quotes/author/roger-von-oech/) > [Life is all about doing things you like and being surrounded by people you like.](https://sms4smile.com/quotes/regina-cassandra/life-is-all-about-doing-things-you-like-and-being-surrounded-by/) [Regina Cassandra](https://sms4smile.com/quotes/author/regina-cassandra/) > [There are those that say, if you do the uncomfortable thing long enough, it will become comfortable. But we are really not encouragers of…](https://sms4smile.com/quotes/esther-hicks/there-are-those-that-say-if-you-do-the-uncomfortable-thing-long/) [Esther Hicks](https://sms4smile.com/quotes/author/esther-hicks/) > [I'm closer to being happy. I'm doing things that make me happy. In football I loved to practice and I loved to play, but…](https://sms4smile.com/quotes/ricky-williams/i-m-closer-to-being-happy-i-m-doing-things-that-make-me-happy-in/) [Ricky Williams](https://sms4smile.com/quotes/author/ricky-williams/) > [“If you aren't in love, Willow Vaughn, then my name isn't Miriam Brigham." Willow started out of her daydreaming and glanced up from the…](https://sms4smile.com/quotes/charlotte-mcpherren/if-you-aren-t-in-love-willow-vaughn-then-my-name-isn-t-miriam-brigham/) [Charlotte McPherren](https://sms4smile.com/quotes/author/charlotte-mcpherren/) > [The story being told in 'Star Wars' is a classic one. Every few hundred years, the story is retold because we have a tendency…](https://sms4smile.com/quotes/george-lucas/the-story-being-told-in-star-wars-is-a-classic-one-every-few-hundred/) [George Lucas](https://sms4smile.com/quotes/author/george-lucas/) > [When you study history and look at every civilization that has grown up and died off, they all leave one remnant: a major sports…](https://sms4smile.com/quotes/anonymous/when-you-study-history-and-look-at-every-civilization-that-has-grown/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [Well I think that what we're seeing now is that the people feel like they, the people in Congress don't have their consent to…](https://sms4smile.com/quotes/laura-ingraham/well-i-think-that-what-we-re-seeing-now-is-that-the-people-feel-like/) [Laura Ingraham](https://sms4smile.com/quotes/author/laura-ingraham/) > [It's sad that women characters have lost so much ground in popular movies. Didn't 'Thelma and Louise' prove that women want to see women…](https://sms4smile.com/quotes/robin-quivers/it-s-sad-that-women-characters-have-lost-so-much-ground-in-popular/) [Robin Quivers](https://sms4smile.com/quotes/author/robin-quivers/) > [I spent a lot of my life schlepping around New York with people not doing things for me.](https://sms4smile.com/quotes/debbie-gibson/i-spent-a-lot-of-my-life-schlepping-around-new-york-with-people-not/) [Debbie Gibson](https://sms4smile.com/quotes/author/debbie-gibson/) > [This is your life do wat you love, and do it often. if you don't like something, change it. if you don't like your…](https://sms4smile.com/quotes/amiea/this-is-your-life-do-wat-you-love-and-do-it-often-if-you-don-t-like/) [Amiea](https://sms4smile.com/quotes/author/amiea/) [Browse all 1,822 Doing things quotes ](https://sms4smile.com/quotes/about/doing-things/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“Unfortunately, too many companies build their products betting users will do what they make them do instead of letting them do what they want to do. Companies fail to change user behaviors because they do not make their services enjoyable for its own sake, often asking users to learn new, unfamiliar actions instead of making old routines easier. Companies that successfully change behaviors present users with an implicit choice between their old way of doing things and a new, more convenient way to fulfill existing needs. By maintaining the users’ freedom to choose, products can facilitate the adoption of new habits and change behavior for good. Whether coerced into doing something we did not intend, as was the case when Quora opted-in all users to its “views” feature, or feeling forced to adopt a strange new calorie counting behavior on MyFitnessPal, people often feel constrained by threats to their autonomy and rebel. To change behavior, products must ensure the users feel in control. People must want to use the service, not feel they have to.”", "creator": { "@type": "Person", "name": "Nir Eyal" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/nir-eyal/unfortunately-too-many-companies-build-their-products-betting-users/", "about": { "@type": "Thing", "name": "Doing things" }, "@id": "https://sms4smile.com/quotes/nir-eyal/unfortunately-too-many-companies-build-their-products-betting-users/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/d9f/nir-eyal-1258_doing-things_unfortunately-too-many-companies-build-t_1806193.jpg", "contentUrl": "https://sms4smile.com/quotes/i/d9f/nir-eyal-1258_doing-things_unfortunately-too-many-companies-build-t_1806193.jpg", "url": "https://sms4smile.com/quotes/i/d9f/nir-eyal-1258_doing-things_unfortunately-too-many-companies-build-t_1806193.jpg", "width": 1080, "height": 1080, "caption": "“Unfortunately, too many companies build their products betting users will do what they make them do instead…” — Nir Eyal", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Nir Eyal", "item": "https://sms4smile.com/quotes/author/nir-eyal/" }, { "@type": "ListItem", "position": 4, "name": "“Unfortunately, too many companies build their...", "item": "https://sms4smile.com/quotes/nir-eyal/unfortunately-too-many-companies-build-their-products-betting-users/" } ], "@id": "https://sms4smile.com/quotes/nir-eyal/unfortunately-too-many-companies-build-their-products-betting-users/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```