{"id":16073,"date":"2020-10-05T15:08:00","date_gmt":"2020-10-05T19:08:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=16073"},"modified":"2020-10-13T17:28:30","modified_gmt":"2020-10-13T21:28:30","slug":"hooked-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/","title":{"rendered":"Hooked Marketing: Understand Why Your Product Sells"},"content":{"rendered":"\n<p>What are <em>Hooked <\/em>marketing skills? How do <em>Hooked <\/em>marketing skills build on user habits?<\/p>\n\n\n\n<p><em>Hooked <\/em>marketing strategies start with a consideration of user habits. Then, you use <a href=\"https:\/\/www.shortform.com\/blog\/the-hooked-model\/\">the Hooked model<\/a> to build out a product with a trigger, action, reward, and investment.<\/p>\n\n\n\n<p>Read on for questions and exercises to help you implement <em>Hooked <\/em>marketing strategies.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><em>Hooked<\/em> Marketing Strategies Begin With Habits<\/h2>\n\n\n\n<p>Habits are a way for the brain to conserve resources by executing automatic behaviors without thinking hard about it. Habits are established when the action has continuously solved the problem in the past.<\/p>\n\n\n\n<p>Think about the habit that you want your users to build, which will inform your <em>Hooked <\/em>marketing strategy.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What problems do you solve for your user?<\/li><li>How do users who don\u2019t currently use you solve that problem?<\/li><li>How much utility do you provide over the alternative?<\/li><li>How often do you expect the user to use your product to solve their problem?&nbsp;<\/li><li>What behavior habit do you want to form in your user? What does this habit look like?<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Create Your Triggers<\/strong><\/h3>\n\n\n\n<p>The chain reaction that starts a habit <strong>always begins with a trigger<\/strong>. Habits form like pearls in oysters. It starts as a tiny irritant, like a piece of sand, triggering continuous layering of coats to produce a pearl (a fully formed habit).<\/p>\n\n\n\n<p>Think about your user\u2019s pain points to create the best product.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Write 3 internal triggers that could remind your user to take action with your product. Write them this way: \u201cevery time the user [internal trigger], she [first action]\u201d<\/li><li>What is the user doing right before using your product?<\/li><li>Given this, what are the best places and times to send an <a href=\"https:\/\/www.shortform.com\/blog\/external-trigger-vs-internal-trigger\/\">external trigger<\/a>?&nbsp;<\/li><li>Think of 3 <a href=\"https:\/\/www.shortform.com\/blog\/external-triggers\/\">external triggers<\/a> you could use. Then think of 3 outlandish external triggers (e.g. brain implants, electric shocks).<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Improve Action<\/strong><\/h3>\n\n\n\n<p>After the trigger, the user needs to perform the desired action. Reduce the frictions for your user to take action.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Walk through how your user goes from trigger to action to reward. How many steps does the user need to take? How could you get rid of any steps?<\/li><li>Which of these 6 factors is most limiting your users\u2019 ability to take action? (Time | Money | Physical effort | Mental effort | Social deviance | Non-routine)<\/li><li>How can you reduce that factor?<\/li><li>How can you use <a href=\"https:\/\/www.shortform.com\/blog\/cognitive-heuristics\/\">cognitive biases<\/a> to <a href=\"https:\/\/www.shortform.com\/blog\/increase-motivation\/\">increase motivation<\/a> to take action? (e.g. promote scarcity, give endowed progress.)<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Design Your Rewards<\/strong><\/h3>\n\n\n\n<p><strong>To build a habit, your product must <em>actually solve the user\u2019s problem <\/em>so that the user depends on your product as a reliable solution. <\/strong>The benefit the user receives is the reward.<\/p>\n\n\n\n<p>Consider how to deepen the rewards that your users get.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What reward does your product give that alleviates the user\u2019s pain?<\/li><li>Does this reward trigger cravings for more? Or are users content with what they get?<\/li><li>Brainstorm how your product can give more Rewards of the Tribe.<\/li><li>Brainstorm how your product can give more Rewards of the Hunt.<\/li><li>Brainstorm how your product can give more Rewards of the Self.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Build User Investments<\/strong><\/h3>\n\n\n\n<p>Investment is the last step of the 4-step model: allowing the user to invest in the product to improve future experiences. Get your users to invest in your product by taking action.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What investment does the user do to add value to a future experience?&nbsp;<\/li><li>In your product, how can you add investments in content curation, data, reputation, skills, or reminders? List all the ideas.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Discovering Opportunities<\/strong> for <em>Hooked <\/em>Marketing Strategies<\/h2>\n\n\n\n<p>You might be wondering what kind of product to build and how to get your users to build habits. That&#8217;s the essence of the <em>Hooked <\/em>marketing strategy. How can you find ideas for habit-forming experiences?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Start with your own problems<ul><li>Ask why you do or don\u2019t do certain things, and how you can make those tasks easier or more rewarding.<\/li><\/ul><\/li><li>Be aware of your behaviors and emotions as you use products.<ul><li>What triggered you to use these products? Were they external or internal triggers?<\/li><li>Am I using these products as intended?<\/li><li>How can these products improve their onboarding funnels, increase motivation or ability, provide better <a href=\"https:\/\/www.shortform.com\/blog\/variable-rewards\/\">variable rewards<\/a>, reengage through external triggers, or encourage users to invest in the product?<\/li><\/ul><\/li><li>Find what <a href=\"https:\/\/www.shortform.com\/blog\/early-adopters-model\/\">early adopters<\/a> are doing<ul><li>Many inventions like airplanes, the telephone, and the Internet were mocked as unnecessary. Often it was a lack of imagination for the new possibilities.<\/li><li>Early adopters show you niche use cases that can eventually be taken mainstream.<ul><li>Facebook started with just Harvard students.<\/li><\/ul><\/li><\/ul><\/li><li>Consider what new technologies enable<ul><li>New technology waves establish an infrastructure first, enabling new applications to reach massive penetration.&nbsp;<\/li><li>Figure out what behaviors new technologies make easier.<ul><li>The camera integrated into the smartphone made photo-taking far easier, giving rise to Instagram.<\/li><\/ul><\/li><\/ul><\/li><li>Find how user interfaces can drive new <a href=\"https:\/\/www.shortform.com\/blog\/habit-formation\/\">habit formation<\/a><ul><li>Apple and Microsoft turned text-based terminals into GUIs modifiable with a mouse.<\/li><li>Google simplified the search interface of Yahoo.<\/li><li>Pinterest created an infinite-scrolling canvas of images that was more addictive than smaller fixed galleries..<\/li><li>Consider \u201cliving in the future.\u201d<\/li><\/ul><\/li><li>Ask three people outside your social circle what apps occupy their phone\u2019s home screen. Ask them to use their favorite app and observe any nascent behaviors.<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>What are Hooked marketing skills? How do Hooked marketing skills build on user habits? Hooked marketing strategies start with a consideration of user habits. Then, you use the Hooked model to build out a product with a trigger, action, reward, and investment. Read on for questions and exercises to help you implement Hooked marketing strategies.<\/p>\n","protected":false},"author":6,"featured_media":8661,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,9],"tags":[136],"class_list":["post-16073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-psychology","tag-hooked","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Hooked Marketing: Understand Why Your Product Sells - Shortform Books<\/title>\n<meta name=\"description\" content=\"Hooked marketing is all about using the Hooked model to attract and retain customers. Use these questions and answers to strategize.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hooked Marketing: Understand Why Your Product Sells\" \/>\n<meta property=\"og:description\" content=\"Hooked marketing is all about using the Hooked model to attract and retain customers. Use these questions and answers to strategize.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-05T19:08:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-10-13T21:28:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rina Shah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rina Shah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/\"},\"author\":{\"name\":\"Rina Shah\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d07435826f13a8f422d5d333dceac287\"},\"headline\":\"Hooked Marketing: Understand Why Your Product Sells\",\"datePublished\":\"2020-10-05T19:08:00+00:00\",\"dateModified\":\"2020-10-13T21:28:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/\"},\"wordCount\":875,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg\",\"keywords\":[\"Hooked\"],\"articleSection\":[\"Business\",\"Marketing\",\"Psychology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/\",\"name\":\"Hooked Marketing: Understand Why Your Product Sells - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg\",\"datePublished\":\"2020-10-05T19:08:00+00:00\",\"dateModified\":\"2020-10-13T21:28:30+00:00\",\"description\":\"Hooked marketing is all about using the Hooked model to attract and retain customers. Use these questions and answers to strategize.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg\",\"width\":2560,\"height\":1440},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Hooked Marketing: Understand Why Your Product Sells\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World&#039;s Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d07435826f13a8f422d5d333dceac287\",\"name\":\"Rina Shah\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/560b3bc3d51625f9becff4fded992607b156f274aa36bc07f8a4285a1d72cdc8?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/560b3bc3d51625f9becff4fded992607b156f274aa36bc07f8a4285a1d72cdc8?s=96&d=mm&r=g\",\"caption\":\"Rina Shah\"},\"description\":\"An avid reader for as long as she can remember, Rina\u2019s love for books began with The Boxcar Children. Her penchant for always having a book nearby has never faded, though her reading tastes have since evolved. Rina reads around 100 books every year, with a fairly even split between fiction and non-fiction. Her favorite genres are memoirs, public health, and locked room mysteries. As an attorney, Rina can\u2019t help analyzing and deconstructing arguments in any book she reads.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/rina\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Hooked Marketing: Understand Why Your Product Sells - Shortform Books","description":"Hooked marketing is all about using the Hooked model to attract and retain customers. Use these questions and answers to strategize.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Hooked Marketing: Understand Why Your Product Sells","og_description":"Hooked marketing is all about using the Hooked model to attract and retain customers. Use these questions and answers to strategize.","og_url":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/","og_site_name":"Shortform Books","article_published_time":"2020-10-05T19:08:00+00:00","article_modified_time":"2020-10-13T21:28:30+00:00","og_image":[{"width":2560,"height":1440,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg","type":"image\/jpeg"}],"author":"Rina Shah","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Rina Shah","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/"},"author":{"name":"Rina Shah","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d07435826f13a8f422d5d333dceac287"},"headline":"Hooked Marketing: Understand Why Your Product Sells","datePublished":"2020-10-05T19:08:00+00:00","dateModified":"2020-10-13T21:28:30+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/"},"wordCount":875,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg","keywords":["Hooked"],"articleSection":["Business","Marketing","Psychology"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/hooked-marketing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/","url":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/","name":"Hooked Marketing: Understand Why Your Product Sells - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg","datePublished":"2020-10-05T19:08:00+00:00","dateModified":"2020-10-13T21:28:30+00:00","description":"Hooked marketing is all about using the Hooked model to attract and retain customers. Use these questions and answers to strategize.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/hooked-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg","width":2560,"height":1440},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/hooked-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Hooked Marketing: Understand Why Your Product Sells"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World&#039;s Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d07435826f13a8f422d5d333dceac287","name":"Rina Shah","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/560b3bc3d51625f9becff4fded992607b156f274aa36bc07f8a4285a1d72cdc8?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/560b3bc3d51625f9becff4fded992607b156f274aa36bc07f8a4285a1d72cdc8?s=96&d=mm&r=g","caption":"Rina Shah"},"description":"An avid reader for as long as she can remember, Rina\u2019s love for books began with The Boxcar Children. Her penchant for always having a book nearby has never faded, though her reading tastes have since evolved. Rina reads around 100 books every year, with a fairly even split between fiction and non-fiction. Her favorite genres are memoirs, public health, and locked room mysteries. As an attorney, Rina can\u2019t help analyzing and deconstructing arguments in any book she reads.","url":"https:\/\/www.shortform.com\/blog\/author\/rina\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/management-strategy-outsiders-scaled.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/16073","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=16073"}],"version-history":[{"count":4,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/16073\/revisions"}],"predecessor-version":[{"id":16404,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/16073\/revisions\/16404"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/8661"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=16073"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=16073"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=16073"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}