Nir Eyal

People think advertising is just to build awareness.

Okay, hey, come to Joe's Cafeteria, or come to my dry cleaner, whatever, like come to my consulting business.

That's not the only reason we advertise.

That advertising, in fact, shapes the experience itself.

Why do you think Coca-Cola, why have we all seen thousands, maybe hundreds of thousands, maybe millions of ads for Coca-Cola?

How many times have you seen an ad for Coke in your life?

Again and again, we know about Coke.

Why do they keep advertising it to us?

because they are building an experience once we consume it.

When we think we're supposed to feel a certain way when we consume a product, we actually do, because we expect it.

So this is this loop, that first you have a belief.

What is that belief that you have about this product?

What do you anticipate to happen?

That's the second step.

Then you feel that thing that you experience.

And then the most important step, you confirm it.

So when wine people get together and they talk about, you know, what do they do?

They like to drink with each other and they talk about tasting notes and they read what editors think and they get all these, they are actually shaping the experience

in real time and confirming it for next time.

And so that loop, we can use that for all kinds of products and services and we shouldn't take it for granted.