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๋ฉ”๋ชจํŒ

์‹ ์•™์„ ํ†ตํ•œ ๋‚ด์  ํ‰์•ˆ (์˜ฌ ์–ด๋ฐ”์›ƒ ํ•ดํ”ผ๋‹ˆ์Šค) ๋ฐ˜๋ณต ๊ฐ•๋ฐ•์˜ ์š•๊ตฌ ๋ฒ—์–ด๋‚˜๊ธฐ. ์ธ์ •์š•๊ตฌ๋Š” ์ž˜๋ชป๋œ ๊ฒƒ์ด ์•„๋‹˜. ๋ถ€๋ชจ์˜ ๋น„๋‚œ๊ณผ ๋น„ํŒ์ ์ธ ํƒœ๋„๊ฐ€ ๋‚ด๋ฉดํ™”๋˜์–ด ์Šค์Šค๋กœ๋ฅผ ๋น„๋‚œํ•˜๊ณ  ๋ฏธ์›Œํ•˜๊ฒŒ ๋˜๋Š” ๋ฌธ์ œ. (์˜ฌ ์–ด๋ฐ”์›ƒ ํ•ดํ”ผ๋‹ˆ์Šค) ์ •์‹ ๋ถ„์„์€ ์ž๊ธฐ๋ผ๋Š” ํ…์ŠคํŠธ๋ฅผ ์—ฐ๊ตฌํ•˜๋Š” ์ž‘์—…. ์ž๊ธฐ๊ฐ€ ์ž๊ธฐ ์กด์žฌ๋ฅผ ์ˆ˜์šฉํ•˜๊ณ  ์ธ์ •ํ•˜๋ฉฐ ๋ฐ›์•„๋“ค์ด๋Š” ๊ณผ์ • ํ•„์š”. (์˜ฌ ์–ด๋ฐ”์›ƒ ํ•ดํ”ผ๋‹ˆ์Šค) ๋‚ด๊ฐ€ ๋‚˜๋กœ์„œ ๊ฐ–๋Š” ๋‹ค์–‘ํ•œ ๊ฐ์ •๊ณผ ์š•๊ตฌ๋„ ๊ทธ๋ƒฅ '๊ดœ์ฐฎ๋‹ค, ๊ทธ๊ฒƒ์ด ๋‚˜๊ตฌ๋‚˜'๋ผ๊ณ  ๋ฐ›์•„๋“ค์ผ ์ˆ˜ ์žˆ๋Š” ์‹ฌ๋ฆฌ์  ๋ณ€ํ™” = ํŽธ์•ˆํ•จ. ์–ด๋–ป๊ฒŒ ์‚ด ๊ฒƒ์ธ๊ฐ€ ๊ทธ๋ฆฌ๊ณ  ์–ด๋–ป๊ฒŒ ๊ด€๊ณ„ํ•  ๊ฒƒ์ธ๊ฐ€์˜ ๋ฌธ์ œ. ์Šค์Šค๋กœ ์ƒ๊ฐํ•˜๊ณ  ํŒ๋‹จํ•˜๊ณ  ์„ ํƒํ•˜๊ณ  ๋˜๋Œ์•„๋ณผ ์ˆ˜ ์žˆ๋Š” ๊ธฐํšŒ ์ž์ฒด๊ฐ€ ์ฐจ๋‹จ๋˜์–ด ์žˆ์œผ๋ฉด ์ž์œจ์„ฑ์€ ์ž๋ผ์ง€ ๋ชปํ•จ. ํšŒ๋ณตํƒ„๋ ฅ์„ฑ์ด ๊ฐ•ํ•œ์ง€ ์•ฝํ•œ์ง€๋ฅผ ๊ฐ€๋ฅด๋Š” ๋ถ„๊ธฐ์ ์€ ๋ฐ”๋กœ ์‹ ๋ขฐ์™€ ์‚ฌ๋ž‘์„ ์ฃผ๊ณ ๋ฐ›๋Š” '๊ด€๊ณ„'์˜ ์—ฌ๋ถ€. ๊ด€๊ณ„ ์ค‘์—์„œ ๊ฐ€์žฅ ์ค‘์š”ํ•œ ๊ฒƒ, ๋‚˜ ์ž์‹ ๊ณผ์˜ ๊ด€๊ณ„.
ํ•™๋Œ€๋ฐ›์œผ๋ฉฐ ์ž๋ž€ ์•„์ด๋“ค์€ ์—ญ๊ธฐ๋Šฅ์ ์ธ ๊ฐ€์ •์œผ๋กœ๋ถ€ํ„ฐ ์ž๊ธฐ ์ž์‹ ์„ ๋ถ„๋ฆฌ์‹œํ‚ค๋Š” ๊ฒƒ์„ ๋ถˆํŽธํ•ดํ•˜๋ฉฐ ์ข‹์€ ๊ฐ€์ •์—์„œ ์‚ฌ๋ž‘์„ ์ฃผ๋Š” ๋ถ€๋ชจ ๋ฐ‘์—์„œ ์ž๋ž€ ์•„์ด๋“ค์€ ๊ฐ€์ •๊ณผ ๋ถ„๋ฆฌ๋˜๋Š” ์ผ์— ๋ณ„๋กœ ๊ฐˆ๋“ฑํ•˜์ง€ ์•Š์Œ. ๋…ธ๋ ฅ์„ ํ•˜์ง€ ์•Š๋Š”๋‹ค๋ฉด, ๋ถ€๋ชจ์™€์˜ ๋งบ์€ ๊ด€๊ณ„๊ฐ€ ์นœ๊ตฌ, ๋ฐฐ์šฐ์ž, ์ง์žฅ ๋™๋ฃŒ, ์ž๋…€์™€ ๋งบ๋Š” ๊ด€๊ณ„์—์„œ ๊ทธ๋Œ€๋กœ ๋ฐ˜๋ณต๋œ๋‹ค. ๋‚˜ ์ž์‹ ์„ ํŒŒ์•…, ์ดํ•ดํ•˜๊ณ  ๊ณต๊ฐํ•˜๋Š” ๋…ธ๋ ฅ. ์–ต์••๋œ ๊ฒƒ์€ ๋ฐ˜๋“œ์‹œ ๋Œ์•„์˜จ๋‹ค.
์ „์ด๋กœ ์ธํ•œ ์žฌํ˜„ ๋ฐœ์ƒ, ์Šค์Šค๋กœ ์ธ์‹๊ณผ ์ฑ…์ž„์„ ์ง€๋Š” ๊ฒƒ์œผ๋กœ ๋ถˆํ–‰์— ์ต์ˆ™ํ•œ ๊ฒƒ์„ ๋ฒ—์–ด๋‚จ, ์ž์•„์‹คํ˜„์œผ๋กœ ์—ฐ๊ฒฐ. (์˜ฌ ์–ด๋ฐ”์›ƒ ํ•ดํ”ผ๋‹ˆ์Šค)
New behaviors have a short half-life, as our minds tend to revert to our old ways of thinking and doing. (Hooked) Too many choices or irrelevant options can cuase hesitation, confusion or worse - abandonment. (Hooked) Our life is filled with tiny stressors and we're usually unaware of our habitual reactions to these nagging issues.
The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief. (Hooked)
1%์˜ ์šฐ์œ„๋Š” ํ˜„์žฌ์˜ ๋ชฉํ‘œ์™€ ์ž์‹ ์—๊ฒŒ ๊ฐ€์žฅ ํšจ๊ณผ์ ์ธ ๋ฐฉ๋ฒ•์„ ํŒŒ์•…ํ•œ ๋’ค์— ์ž‘์€ ๊ฐœ์„ ์„ ์ด๋ฃจ์–ด๊ฐ์œผ๋กœ์จ ์ง‘์ค‘๊ณผ ๊ณผ์ •, ์„ฑ๊ณต๋ฅ ์ด ์กฐ๊ธˆ์”ฉ ๊ฐœ์„ ๋˜๋„๋ก ํ•ด์ค€๋‹ค. (์Šค๋ชฐ๋น…) ์›๊ฒฉ๊ทผ๋ฌด๋ฅผ ํ•  ๋•Œ ์ผ๊ณผ ์ƒํ™œ์˜ ๊ท ํ˜•์„ ์ œ๋Œ€๋กœ ๊ด€๋ฆฌํ•˜์ง€ ์•Š๋Š”๋‹ค๋ฉด ์ •๋ง ์ž์œ ๊ฐ€ ์†๋ฐ•๋  ์ˆ˜ ์žˆ๋‹ค. ์˜จ์ข…์ผ ์ผ๋กœ๋งŒ ๊ฐ€๋“์ฐฌ ํ•˜๋ฃจ๋ฅผ ๋ณด๋‚ด๊ธฐ ์‹ญ์ƒ์ด๊ธฐ ๋•Œ๋ฌธ. ์›๊ฒฉ ๊ทผ๋ฌด๋Š” ์ง‘์—์„œ ์ฑ…์ƒ ์•ž์— ๋ฌถ์—ฌ์žˆ๋Š” ๊ฒƒ์ด ์•„๋‹˜, ํ™˜๊ฒฝ์— ์†๋ฐ•๋˜์ง€ ์•Š๋Š” ๊ฒƒ์œผ๋กœ ์ •์„œ์  ์•ˆ์ • ์ฐพ๊ธฐ. ํ•˜๋ฃจ ์‹œ๊ฐ„์„ ์ชผ๊ฐœ์„œ ์—…๋ฌด๋ฅผ ๋‚˜๋ˆ„๊ฑฐ๋‚˜ ์—…๋ฌด ๋ชจ๋“œ์™€ ํœด์‹ ๋ชจ๋“œ๋ฅผ ๊ตฌ๋ถ„ํ•˜๋Š” ๋ฃจํ‹ด/์Šต๊ด€์„ ๋งŒ๋“ค ๊ฒƒ e.g. ์—…๋ฌด์šฉ ์ปดํ“จํ„ฐ ๋”ฐ๋กœ ์‚ฌ์šฉ. ์—…๋ฌด๊ฐ€ ์ทจ๋ฏธ๊ฐ€ ๋˜์ง€ ์•Š๋„๋ก ์ฃผ์˜. ๊ธ€์“ฐ๊ธฐ ์‹ค๋ ฅ ์ค‘์š”. (๋ฆฌ๋ชจํŠธ ์‚ฌ๋ฌด์‹ค ๋”ฐ์œˆ ํ•„์š” ์—†์–ด)

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