Creating mental associations #shorts

I can't tell you how many companies I meet with in my consulting practice. And I come in, I sit down with them, and they can tell me all about the fancy new technology they're using and the latest AB test they've run, and all these amazing things they've done to increase conversion. But when I ask them, okay, really, what itch are you scratching? What's the psychological requirement of your product? They haven't a clue. So if you're building a product that you want people to go to with little or no conscious thought, purely out of habit, if you want to rid yourself of constantly requiring more messages, more notifications, more spam sent to your customers, you're going to have to create an association with an internal trigger that brings the user to the product on their own.