I'm here at London Real Studios and it's time to talk about what we read and this is every week and it's a book that I'm reading the team here is reading and all of the people over at London Reeler Academy is reading through.

And this is a special one because I'm a huge fan of this book and I had the pleasure of meeting the author about a week ago at the

mastermind's talks in San Francisco and I was so excited and blown away I didn't

know he was going to be there and without any further ado I will let you know.

The book is called Hooked.

The author is near Isle, and it's just an amazing and fascinating peak

into what moves our human brain and what causes us to use

so many of the now familiar you know social media tools such as Twitter and

Facebook and some of the intricacies of email and why we go back and exhibit

certain behavior patterns over and over a gun and how you can actually design them yourselves and if you don't know how this works

then you're going to have a hard time really selling or understanding any product,

especially online these days because so many of these steps in this book are now

almost frictionless or immediate and some of the big ones that he covers are

ones that you kind of need to know and the first one is trigger, you know, what causes you to want to do something, to want to look up something, to want to take an action.

Then there's of course the action and one of my most favorite and fascinating

parts after that is called the variable reward and this is the one that's really

most counterintuitive for me and the one that I really had to think about because you

would think that if there was always a very positive reward at the end of say a

trigger or an action for example say I knew if I came over to your house, you always gave me a big

slice of chocolate cake, gluten free of course. Then you would think that I would always be coming

over and can wait to get the chocolate cake. But if it turns out that if in fact some days you

punch me in the grill and other days you ignore me and then the other ones you give me that chocolate cake then that's actually more

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