Hey, I’m Nir.
I've devoted my career to studying the intersection of business, behavior, and the brain.
I’m the bestelling author of Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life.
My next book (coming summer2026) explores the science behind how we form, hold, and change our beliefs.
For most of my career, I worked in the video gaming and advertising industries, where I saw firsthand how powerful psychology can be in shaping behavior. Sometimes for good, sometimes not. That tension is what drives my writing today.
Through my books, keynotes, newsletter, and consulting, I help:
-Companies build habit-forming products that improve lives
-Professionals and teams reclaim focus in an age of endless distraction
-Ambitious individuals understand the invisible forces shaping their thoughts, actions, and beliefs
I’ve taught behavioral design at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design. I’ve sold two technology companies since 2003. My writing has been featured in The New York Times, Harvard Business Review, Time, and Psychology Today.
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