Wall Street Journal Bestselling Author of "Hooked" and "Indistractable," Nir Eyal is fascinated with how companies get us ‘hooked’ on their products and services. From the endless scroll on social media to the fatty foods we love (something Nir says he struggles with himself), how do companies optimize themselves to suck us in? On this episode of Waste No Potential, Nir wonders, “Can we optimize ourselves to take our attention back from those companies?” Join Alexandra Samuel and Traction on Demand’s VP of Engineering, Ernesto Valdes, who discuss Nir’s question, and outline why it’s so important to constantly iterate changes in your business and, perhaps more importantly, yourself.