Welcome
Hi, I’m Nir.
If you’ve ever wondered why certain products are so hard to put down, why distraction feels so difficult to control, or why changing your own behavior can feel nearly impossible…
You’re asking the right questions.
This publication is about understanding the invisible forces that shape what we do, and learning how to take back control.
What You’ll Get
This is not a typical newsletter.
You won’t just get tips or tactics.
Instead, you’ll learn how to:
See the hidden psychology behind habits, attention, and decision-making
Understand how products, environments, and beliefs influence your behavior
Build systems—for yourself or others—that actually work
Regain control over your time, focus, and choices in an increasingly distracting world
The goal is simple:
To help you think more clearly, act more intentionally, and design a better life.
Free subscribers receive:
New essays exploring behavior, attention, habits, and belief
Practical insights you can apply immediately
Occasional exercises to help you think and act differently
Paid subscribers receive:
Deeper frameworks and applied exercises
Live conversations and Q&A sessions
Prompts and tools to help you implement what you’re learning
A closer look at how I think, write, and work
Why This Matters
We live in a world where more and more of our attention is being engineered.
Products are designed to keep us engaged. Algorithms are designed to shape what we see, and increasingly, our beliefs are influenced by forces we barely notice.
You can either remain unaware of these forces, or you can learn how they work and use them intentionally.
About Me
I’ve spent my career studying the intersection of business, behavior, and the brain.
My work has been used by thousands of companies around the world to design products that shape behavior for good and I am a globally recognized authority on behavior change and human potential.
I’ve taught behavioral design at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design, and my writing has been featured in The New York Times, Harvard Business Review, Time, and Psychology Today.
I’m the bestselling author of Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life which have sold over one million copies in more than 30 languages. Hooked was a finalist for the 2014 Goodreads Choice Awards. Indistractable won the 2019 Outstanding Works of Literature (OWL) Award and was named one of the Best Business & Leadership Books of the Year by Amazon, Audible, and The Globe and Mail.
My latest book, Beyond Belief: The Science-Backed Way to Stop Limiting Yourself and Achieve Breakthrough Results, explores the science behind how we form, hold, and change our beliefs to live longer, stronger, and better lives.
If you want to better understand what drives your behavior—and how to change it—you’re in the right place.
