_Business, like all pursuits of continuous improvement, is a never-ending cycle of revisiting the four laws of behavior change: make it obvious, make it attractive, make it easy, make it satisfying._ _-_ James Clear

In his **_Atomic Habits_** bonus chapter _How to Apply These Ideas to Business_ James Clear tells a story of the **continuous improvement** at Amazon. Curiously, the online retailer promises customers they can Read while your book ships. Incredible as it sounds, Amazon lets you have a Kindle copy to read while you wait for your hard copy.

James Clear lays out Amazons journey of continual, incremental improvements:

- Get it shipped.

- Get it shipped **free**.

- Get it shipped **free in 2 days**.

- Get it **right now** while you wait for us to ship it to you **free in two days** \(read the supplied Kindle version while you wait for your book\).

This constant iteration of Amazons buying process is a great example of a business applying at least one of James Clears **4 Laws of Behaviour Change** , based on the human habit loop:

1\. **Cue:** Make it obvious.

2\. **Craving** : Make it attractive.

3\. **Response** : Make it easy.

4\. **Reward** : Make it satisfying.

These laws are adopted by millions of people around the world for personal improvement. James says that in business, the **same principles** can be used to create more effective products and to help employees establish more effective habits.

Following our **exclusive** [Atomic Habits - James Clear LIVE](https://www.thegrowthfaculty.com/blog/JamesClearAtomicHabitsevent) events in 2023, lets see how these laws can **help businesses thrive** , as well as helping individuals change their own habits.

Have you ever gone to the supermarket for just one thing and returned loaded with items? Its likely you were influenced by James Clears 1st Law of Behaviour Change: **MAKE IT OBVIOUS.**

Heres how James suggests you apply this to your business:

Showcase your most profitable product prominently.

Simplify employee phone screens to highlight essential apps.

Design workflows with crucial tasks in conspicuous locations.

Encourage users to prominently display your product.

**Lesson: The most obvious cue captures attention and initiates a habit.**

MAKE IT OBVIOUS

Humans love attractive objects. According to the [New York Times](https://www.nytimes.com/2013/02/17/opinion/sunday/why-we-love-beautiful-things.html), brain scan studies reveal that the sight of an attractive product can trigger the part of the brain that governs **hand movement**. Instinctively, we **reach out** for attractive things.

So, its no surprise James Clears 2nd Law of Behaviour Change is **MAKE IT ATTRACTIVE.** He indeed says this is connected to **the** **craving** for something (the second step of the habit loop).

Crucially, he says that every purchase is preceded by a prediction.

_The customer does not buy your product; they buy the prediction it creates in their mind._

As a result, your goal is to make your product or service more enticing. James Clear suggests these ways:

James Clears 2nd Law, MAKE IT ATTRACTIVE, connects to the craving stage. Every purchase is preceded by a prediction. Make your product or service enticing:

Leverage reviews for a satisfying experience prediction.

Be clear. Clearly articulate benefits for a beautiful customer perception.

Personalize messages for customer relevance.

James says the subject line Exactly how to double your income as a writer is more appealing than How to double your income.

Associate products with strong identities (i.e. a Patagonia jacket with being environmentally friendly)

Use social proof to align with customer groups.(Read also [THE SCIENCE OF INFLUENCE: APPLYING CIALDINI'S PRINCIPLES TO BUSINESS STRATEGY](https://www.thegrowthfaculty.com/blog/cialdiniinfluence))

**Lesson: Attractive messaging and imagery lead to craving.**

MAKE IT ATTRACTIVE

If youve used videoconferencing tools like Zoom, Google Workspace, and Microsoft Teams, youve seen in action Jamess 3rd Law of Behaviour Change: MAKE IT EASY.

Simplify customer interactions:

    Zoom has a quick setup with an intuitive interface and a simple Zoom link for attendees to join.

    Google Workspace offers multiple scheduling channels, like Gmail and Google Calendar, with joining links for attendees.

    Microsoft Teams has a simple setup and joining links. (Source: [Acceleration Economy](https://accelerationeconomy.com/cloud/how-zoom-microsoft-teams-and-google-workspace-stack-up-in-2023/))

These companies know behaviors are more likely to be performed if they are easy and accomplished without much effort.

Do this in your own business, suggests James:

Map out customer behaviors and reduce friction.

Deliver the same result in an easier fashion.

**Lesson: Humans prefer simplicity; make interactions effortless.**

MAKE IT EASY

Koala mattresses are an Australian success story. Theyre also a story of James Clears 4th law of behaviour change: **MAKE IT SATISFYING.**

Koala company founders Danny Milham and Mitch Taylor told [SBS Small Business Secrets](https://www.sbs.com.au/news/small-business-secrets/article/koala-mattress-the-numbers-in-slumber/233v9e07m) they dont just ensure mattresses are delivered within four hours of an online sale with a 120 day return policy.

As well, for each mattress sold the buyer **sponsors a koala** in the wild and receives a miniature, plush **toy koala**.

James Clear says a **reward** associated with a behaviour gives us a **satisfying ending** , and we have a reason to repeat it in the future.

Making something OBVIOUS, ATTRACTIVE and EASY increases the odds that a behaviour will be performed this time.

Making it SATISFYING increases the odds the behaviour will be repeated.

Jamess tips to Make it satisfying:

Koala mattresses embody James Clears 4th Law, MAKE IT SATISFYING, with rewards like sponsoring a koala.

Koala company founders Danny Milham and Mitch Taylor told [SBS Small Business Secrets](https://www.sbs.com.au/news/small-business-secrets/article/koala-mattress-the-numbers-in-slumber/233v9e07m) they dont just ensure mattresses are delivered within four hours of an online sale with a 120 day return policy. As well, for each mattress sold the buyer sponsors a koala in the wild and receives a miniature, plush toy koala.

James Clear says a reward associated with a behaviour gives us a satisfying ending, and we have a reason to repeat it in the future. Making something OBVIOUS, ATTRACTIVE and EASY increases the odds that a behaviour will be performed this time.

Making it SATISFYING increases the odds the behaviour will be repeated.

Jamess tips to Make it satisfying:

Ensure satisfaction:

The speed of the reward is a crucial factor. Offer immediate success.

Solve user problems as a minimum.

Surprise and delight without overpromising.

Infuse bits of satisfaction throughout the experience.

Reinforce employee behavior with praise.

**Lesson: When a reward comes, we get a dopamine spike. As James says in Atomic Habits: Its as if the brain is saying. Satisfying experiences increase the likelihood of repeated behavior.**

MAKE IT SATISFYING

Millions of people use [James Clears quotes](https://www.thegrowthfaculty.com/blog/topquotesatomichabits) from, and methods set out in, his book _Atomic Habits_ to form meaningful habits that elevate **motivation** , **attitude** and **goal-setting** through simple, everyday tasks.

Businesses can also use the principles in _Atomic Habits_ to influence the behaviours of their customers and employees.

Its just a case of revisiting the four laws of behavior change: make it obvious, make it attractive, make it easy, make it satisfying.

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