Self-Concept Inception to Habit-Forming User Adoption

How do companies like Evernote, who have reached cult status in places like Tokyo with over 30+ japanese books written about them, create such active and addicted users? They implant the idea of “I remember everything, via Evernote” into each of their users’ self-concepts without the users ever noticing (a.k.a., inception).

So how did Evernote plant this idea in each of its users? By using something called the IDEA process. But before I start explaining how you can use the same process as Evernote to utilize and change someone’s self-concept, let’s go over what a self-concept is.

What is it?

So what is your self-concept? To put it simply, it’s how you perceive yourself and your abilities. It’s the ideas you have about yourself. If I were to ask you to create a bullet list describing who you are, it might have ideas like:

  1. I am a programmer
  2. I am a problem solver
  3. I am good looking
  4. I am fit
  5. etc…

All of these ideas make up your self-concept. They define who you think you are.

How to use it & Why?

Each idea in a person’s self-concept has behaviors which define it. A programmer codes, a problem solver breaks down problems into smaller pieces and solves them, and fit people work out regularly and eat healthy.

But something magical happens when a company’s product attaches itself to the behaviors that define these ideas: Our brains attribute that idea with the product! When there’s an association between a product and the actions defining an idea, the brain recognizes a pattern and connects the dots between product and idea.

You can see this effect everywhere. Ever see those billboards with beautiful women advertising beauty products? Advertisers associate the idea of “I am beautiful” with using their product. Or what about that good ol’ “lucky rabbit’s foot”? By constantly being associated with behaviors defining a certain idea (e.g., being smart), you start to rely on the “lucky rabbit’s foot” to give a desired outcome (e.g., getting a good grade on a test).

The IDEA Process

So how can you, like Evernote, associate your product with an idea in someone’s self-concept? Here’s the 4-step IDEA process.

The IDEA Process Diagram

Step 1: Idea

The first step is to decide on an idea you’d like to associate with and implant in your users’ self-concept. How? First, decide what habits and behaviors you can and would like to build in your users. Then search for an idea encapsulating those habits and behaviors. In Evernote’s case, they wanted to have their users keep track of everything (e.g., music, pictures, notes) and store it in Evernote. The best idea encapsulating these behaviors is “Remember Everything.”

Step 2. Desire

The second step is to create a want and desire in the user to add this idea to their self-concept; Show the meaning of the idea to the user. If they don’t see any value or meaning in the idea, it will be impossible to add it to their self-concept. It’s the whole reason sayings like “to change, you have to want it” exist.

Step 3. Execute

This is the single most important step in the IDEA process. Why? Because this is where the adhesive is applied between your product and the idea in the user’s self-concept. These are the 2 things you need to do in this step:

A. Create an action feedback loop. Give the user feedback alongside their actions showing the association between using your product and the ideas that define the idea. For example, seeing you got a great grade on a test by using your “lucky rabbits foot,” or someone telling you that you look beautiful after putting on new lipstick.

B. Create habits. The faster and more often you can get your users to go through the action feedback loop, the faster their brain will see a connection between your product and the idea.

Step 4. Attribute

At this point, the user has both successfully had your idea implanted into their self-concept and attributed that idea with your product. After this, the user needs constant upkeep in order to further ingrain the idea into their self-concept (i.e., an infinite loop between step 3 and step 4 as seen in the diagram above).

IDEA In Use—Evernote Case Study



Evernote is a simple way to capture all of your experiences; Be it a photo, a web page snippet or an audio clip, Evernote helps you remember everything.

Step 1. Idea: The idea Evernote instills in its users’ self-concept is, “I can remember everything.” From the very first time you learn about Evernote, to the slogan on their homepage, this idea is very apparent. The entire company is so focused around this one point that their logo is an elephant—the iconic form of remembering everything.

Step 2. Desire: The idea of remembering everything means different things to different people. To some it may involve the ability to recall something very fast, while to others it may be as simple as never forgetting someone’s name and face.

Individual “mini-apps” (e.g., Hello and Peek), along with videos showing how some of Evernote’s users use it to remember everything, shows two things. First, Evernote understands that remembering everything takes on a different meaning from user to user. Secondly, Evernote wanted to create a closer connection between “Remember Everything” and Evernote. What would really take it away, though, would be to see something like a slider on the homepage with quotes or videos about what “Remember Everything” means to Evernote’s customers.

Step 3. Execute: The behaviors which define “Remember Everything” are made as simple and easy as possible in Evernote. In fact, some of the most common behaviors have been made into apps themselves, enabling Evernote to give a more tailored user experience (e.g., remembering someone’s face and the app Evernote Hello). As for feedback showing the user that they do remember everything… Evernote does its best, but it really does take a year to show somebody they remember something from a year ago. In fact, this is why their famous smile graph exists.

Step 4. Attribute: After consistent use and feedback, Evernote becomes heavily associated with the idea of “Remember Everything,” which has been inserted in the user’s self-concept. Users just can’t stop using it since they now rely on it to “Remember Everything.” Thus, the users begin merging Evernote further into their everyday lives.

Future Case Study—How Starbucks can add real meaning to Valentine’s Day 2013

What started as a small gesture of holiday cheer [on a] Wednesday, in 24 hours, grew to involve about 500 coffee drinkers in a chain of giving in Marysville. At about 8 a.m., a woman purchasing a drink at a Starbucks drive-through … offered to buy the drinks for the customers in line behind her. She told the employee who was working the window to wish the folks happy holidays, and she drove away. Those customers were so touched that they paid for the order of the folks behind them.

Countless gingerbread lattes and peppermint mochas later, the spirit of reciprocity carried on. [24 hours later], the line of giving had grown to involve 490 customers picking up tabs for those next in line at the store’s drive-through and lobby. … “Each time people were just so excited,” said store’s assistant manager Michele Case. It shows that a small gesture can have a big impact. (Siderius, The Seattle Times)


How could Starbucks, America’s largest coffee retailer, Institutionalize this idea of “paying it forward” in all of its drinkers? Let’s step through the IDEA process:

Step 1. Idea: The idea Starbucks would be adding to their drinkers’ self-concepts is “I am a giver.” The behavior defining this would be anonymously paying for the drinker(s) behind you, or if you were the recipient, paying it forward.

Step 2. Desire: Starbucks could have the campaign run around Valentine’s Day which already elicits feelings of love and giving. Making it much easier to create a desire to give. The only research Starbucks would have to do here, is to discover what giving means to its different drinkers and to build an ad campaign around it, demonstrating the relationship between drinking Starbucks and feeling like “I am a giver.”

Step 3. Execute: Most of the ways Starbucks could get drinkers to give are purely psychological. For example, since all giving would be anonymous, whenever someone finds out their order has already been paid for, they won’t have anyone to thank. So what tends to happen? They pay it forward and join in.

As for feedback, Starbucks would be able to give both internal and external feedback. Internally, giving feels good. It activates the same pleasure centers as eating good food or having sex. Externally, each person who pays for someone behind them could be given a card with a code on it. Whenever someone is a recipient of the donor’s gift, they would be asked if they would allow a photo to be taken of them. Now, whenever the donor enters the code they received into Starbucks website, they will see all the anonymous faces of the people they paid for.

Step 4. Attribute: By creating a very responsive action feedback loop, drinkers will attribute the idea, “I am giver,” to getting a drink at Starbucks. Thus, creating a brand association between Starbucks and giving.


  1. By associating your product with an idea in someone’s self-concept, your product becomes an experience and users will start to rely on your product to satisfy the behaviors that define said idea.
  2. Adding an idea to someone’s self-concept can be done by following the IDEA process (Idea, Desire, Execute and Attribute).

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