Nir Eyal

Nir Eyal is an Israeli-American behavioral designer, author, and angel investor best known for the 'Hooked Model' - the four-step framework used by the world's most habit-forming tech products. His 2014 book Hooked became a Silicon Valley bible for building engagement; his 2019 book Indistractable offered the antidote. His 2026 NYT bestseller Beyond Belief, co-authored with his wife Julie Li, tackles the hidden variable behind human performance: belief itself. A former Stanford lecturer, Eyal has backed companies like Canva and Kahoot, writes for the NYT and Harvard Business Review, and runs the influential blog NirAndFar.com.