On this episode, Jake and Gino interview Nir Eyal. Nir is the author of "Hooked: How to Build Habit-Forming Products" and "Indistractable: How to Control Your Attention and Choose Your Life". Previously, he taught as a Lecturer in Marketing at the Stanford Graduate School of Business and Design School, and has sold two technology companies since 2003. For most of his career, he has worked in the video gaming and advertising industries where he learned and applied (and at times rejected) the techniques used to motivate and manipulate users. He writes to help companies create behaviors that benefit their users while educating people on how to build healthy habits in their own lives. Key Insights 00:00 Introduction 03:54 Drive to relieve discomfort, is the root cause of our behavior 05:55 Internal triggers 09:20 Brain is lazy 11:11 What does indistractable mean? 14:41Behavior changes requires identity change 16:30 Our perception who we are changes what we do 18:37 Turning values into time 21:10 Predictive processing 25:54 how to manage distraction 28:08 Dangerous form of distraction 32:03 Problem with to-do list 34:40 Hack back the triggers 36:23 Discontent drives us forward 40:35 Enjoy the climb 43:48 Write down the preceding emotion 46:00 Be responsible and be a claimer 49:00 Use "Do Not Disturb" 51:41 Wrap-up Check more about Nir's initiatives:  https://www.nirandfar.com/ About Jake & Gino Jake & Gino are multifamily investors, operators, and mentors who have created a vertically integrated real estate company that controls over $100,000,000 in assets under management. They have created the Jake & Gino community to teach others their three-step framework: Buy Right, Finance Right and Manage Right®, and to become multifamily entrepreneurs. Subscribe to this channel: https://ytube.io/3McA  Sign up for free training: https://jakeandgino.mykajabi.com/freetraining The resources you need to succeed at every level of apartment investing: https://jakeandgino.com/resources/  Apply for Mentorship: https://jakeandgino.com/apply/  #realestate #multifamilyrealestate #multifamilyinvesting #investing #apartmentinvesting Jake & Gino Facebook: https://www.facebook.com/jakeandgino/  Jake & Gino Twitter: https://twitter.com/JakeandGino Jake & Gino Linkedin: https://www.linkedin.com/company/jake-and-gino-llc/ Jake & Gino Instagram: https://www.instagram.com/jakeandgino/