two hour hook — increasing complexity

When a goal seems completely out of reach, we have a hard time motivating ourselves to get started. On the other hand, if it takes literally zero effort, we give up easily, after a little while. Bottom line; crafting the perfect challenge is complex.

If a customer walks into a bakery (for the first time) looking for a loaf of bread, ideally, the options are rather limited. With fifty-one different kinds of to choose from, the customer will suffer. Hick’s law states that: the time it takes to make a decision increases with the number and complexity of choices.

For digital products and services offering tons of different features, go slow. Bombarding your customer with advanced functionality too early will turn them against you.

Make your product offering and services as simple as possible for first-time customers. Then, gradually increase complexity.

Increasing complexity is the fourth “two hour hook” principle. Preceded by exploration, friction, and progress.

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