How To Use The Hook Model For Building Great Products

How To Use The Hook Model For Building Great Products WHAT MAKES A GREAT PRODUCT?A good product is something that customers would like to buy while a great product is something that will convince them to buy and keep and, most likely, buy again. But what defines a great product? What are the characteristics that will make a product worth the attention (and money) of the market?The product should deliver value. This means that the product should have a positive impact on a person’s life. A new kitchen appliance should make the cooking process quicker. A new mobile phone should have features that would make communication easier. It has to have features and functionality that will make one’s life better.It satisfies a great need. Put yourself in the shoes of your customers and build something that you would want to use. The product should be able to deliver on a specific value proposition. It has a clear purpose or function.Not only does it meet expectations, it exceeds them. By this time, you are aware of what your customers need. How ever, do not stop there. Go the extra mile and improve the buyers’ experience. The best way to go about this is to have value-added services or activities to enhance the buyer experience. For example, adding a round-the-clock customer service hotline where buyers can have their concerns looked into immediately will definitely boost the product you are selling.It should be better than what everyone else is offering. There is no point in coming up with a product that delivers less than what dozens of other businesses sell, is there? As much as possible, the product developed should be just as good as, or even better than, what the competition is offering.The product should be simple and user-friendly. Customers are likely to be turned off by products that confuse them. Who wants to pay for something that complicates things? The product should be simple and intuitive, and make things better. A housewife will not spend money on a new kitchen appliance when it will only complicate food preparation, just as a carpenter will not purchase tools that will double the time he takes to perform his tasks.It should evoke an emotional response. Customers tend to form a deeper attachment to a product if it is able to stir emotion in them. A brand new car, for instance, will resonate more with customers if it is able to make them feel like they are “driving ahead of the world”. Marketing strategies and advertising programs will have to be made creatively to accomplish this.It should be habit-forming. In short, the product should be able to engage a customer’s interest and keep them coming back for more. Longevity, or keeping the products in the minds of customers for a long time, is not enough. Building loyalty is even more important, and that can happen if the product is so great that the customers are seemingly unable to control the impulse to use it.Keep in mind that it is the customers that decide whether a product is a hit or a miss. It is up to the business to co me up with a product that will easily convince the customers to decide that it is, indeed, a great product.THE HOOK MODELHow will you go about building a great product? One model that you can follow is the Hook Model.The Hook Model, which was developed by Nir Eyal, is essentially about getting the customers “hooked” such that they have developed an attachment to certain products. In his book entitled “Hooked: How To Build Habit-Forming Products”, he talks about how companies seemingly control users’ minds and come up with products that are habit-forming.There are four phases in this cycle: the Trigger, the Action, the Variable Reward, and the Investment.Phase 1: The TriggerYou need something that will light up that spark of interest. It can be likened to an “itch” that has to be scratched. These are the triggers, and they come in two forms: external and internal. The most common external triggers include people, places, situations, and routines. When we talk about inte rnal triggers, these involve, more often than not, emotions or feelings.It starts with an external trigger that initially catches the attention of the customers. For example, while browsing through Pinterest, a young lady sees a pinned photograph of a model wearing a pair of sexy stiletto heels from a famous shoe designer. She just got engaged and is starting to plan her wedding. Shopping for a wedding dress and matching shoes is definitely in order, and the name of that designer has been in her radar. Her internal triggers have been activated: she does not want to look shabby or ordinary on her wedding day.The internal trigger is probably what most businesses find difficult to identify. In the case of a newspaper company, the internal trigger is the fear users have of not being in the loop, or not knowing the current events happening around the country and the world.Phase 2: The ActionThis stage focuses on what the customer will do in response to the trigger. The bride-to-be sees t he photograph on her Pinterest feed; if she closes the browser, the cycle is interrupted, and there was no habit formed. If she, however, clicks on the photograph that will direct her to the website where the pinned photograph is, this is the Action.In order to increase the likelihood that the customer takes action, the action should be:Easy to do or perform; andPsychologically motivating.In other words, there has to be an ability on the part of the customer to perform the action (and the product should have been designed to make performance of the action easy) and there also has to be motivation or energy for action.In the example, the action only entails clicking on the photo, and the photo is appealing and eye-catching enough to want to make her want to find out more. Once she clicks the photograph and is directed to the website, she is presented with a selection of gorgeous pairs of shoes. She feels like she just hit the jackpot. In this case, the motivation was most probably th e fear of missing out on seeing products that she might want to use for her wedding.Action is performed in anticipation of the next phase, which is the Reward.Phase 3: The Variable RewardWhen we talk of “variable reward”, it is that which gives the user what he or she came for, but still leaving him or her wanting more.This is where the Hook Model truly becomes a “hook”. It should develop a loop and engender a craving in the customer. To accomplish this, businesses make use of variable rewards in order to lure in customers and users.This phase focuses on one thing: anticipation. The product provider will then take steps in order to hype things up â€" “up the ante”, so to speak.If the bride to be clicked on the photograph and is directed to a marketplace website containing only a limited selection of shoes similar to the photo she just clicked, it will not be enough to make her more invested in browsing.But if, once she clicked and realized that there are more than shoes on the online marketplace, such as clothes and swimwear that would be perfect for a bridal trousseau and honeymoon trip, she will end up spending more than an hour browsing through the products. The next time she needs something related to her upcoming wedding, her instinct would be to check Pinterest or go directly to the online marketplace.Another scenario would be that the website will only offer limited editions of exclusive designs. This will definitely be seen as a reward because not everyone will be able to score those shoes.Phase 4: InvestmentThis is when the customer finally decides to invest something on the product or service. This could be time (regularly checking in on the website), money (making a purchase from the online marketplace), data (submitting product reviews on the online marketplace), or social capital (sharing about the website to friends or on various social networks she belongs in).More than about spending money, the investment phase is about an action th at will potentially improve the service for the next run through the cycle. In short, users invests something on the product not because of immediate gratification, but because they expect to benefit from it in the present and well into the future.In the case of the bride-to-be, sharing about the online marketplace could mean inviting other friends also to check it out. The referrals can earn her points that will definitely improve her experience the next time she uses the service again. On Pinterest, she may also create her boards, and the act of setting up her board, while pinning and re-pinning other boards, is already considered a form of investment.Fortunately for businesses, product developers and marketers everywhere, humans are naturally inclined to be curious and pursue answers once their interest has been piqued. Once they have been hooked, they would want to know more. They can play on this natural response and employ the Hook Model to reel the potential customers into bu ying their products.USING THE HOOK MODEL FOR BUILDING GREAT PRODUCTS The market is filled with so many products, but not all of them are considered to be great, or even halfway good. Every day, new products are being introduced, but only a handful of them succeed. Some become huge hits in the market, stirring up great demands and bringing in high revenues. Unfortunately, many fall in the wayside, are generally ignored by customers and end up not making any money.This happens for a number of reasons. It could be that the product was not viable to begin with, or the market simply was not interested in it. It is also possible that it was the wrong time to introduce the product because the economy may not be in a good situation, or the competition may be a little fierce at that time.It is also possible that the market has the high demand for a product, but it still fails to succeed. One reason why this happens is because the business may have failed to make or build a great product. In this article, we will learn 1) what makes a great product, 2) what the Hook model is, and 3) how to use the Hook model for building great products.WHAT MAKES A GREAT PRODUCT?A good product is something that customers would like to buy while a great product is something that will convince them to buy and keep and, most likely, buy again. But what defines a great product? What are the characteristics that will make a product worth the attention (and money) of the market?The product should deliver value. This means that the product should have a positive impact on a person’s life. A new kitchen appliance should make the cooking process quicker. A new mobile phone should have features that would make communication easier. It has to have features and functionality that will make one’s life better.It satisfies a great need. Put yourself in the shoes of your customers and build something that you would want to use. The product should be able to deliver on a specific value proposition . It has a clear purpose or function.Not only does it meet expectations, it exceeds them. By this time, you are aware of what your customers need. However, do not stop there. Go the extra mile and improve the buyers’ experience. The best way to go about this is to have value-added services or activities to enhance the buyer experience. For example, adding a round-the-clock customer service hotline where buyers can have their concerns looked into immediately will definitely boost the product you are selling.It should be better than what everyone else is offering. There is no point in coming up with a product that delivers less than what dozens of other businesses sell, is there? As much as possible, the product developed should be just as good as, or even better than, what the competition is offering.The product should be simple and user-friendly. Customers are likely to be turned off by products that confuse them. Who wants to pay for something that complicates things? The product should be simple and intuitive, and make things better. A housewife will not spend money on a new kitchen appliance when it will only complicate food preparation, just as a carpenter will not purchase tools that will double the time he takes to perform his tasks.It should evoke an emotional response. Customers tend to form a deeper attachment to a product if it is able to stir emotion in them. A brand new car, for instance, will resonate more with customers if it is able to make them feel like they are “driving ahead of the world”. Marketing strategies and advertising programs will have to be made creatively to accomplish this.It should be habit-forming. In short, the product should be able to engage a customer’s interest and keep them coming back for more. Longevity, or keeping the products in the minds of customers for a long time, is not enough. Building loyalty is even more important, and that can happen if the product is so great that the customers are seemingly unable t o control the impulse to use it.Keep in mind that it is the customers that decide whether a product is a hit or a miss. It is up to the business to come up with a product that will easily convince the customers to decide that it is, indeed, a great product.THE HOOK MODELHow will you go about building a great product? One model that you can follow is the Hook Model.The Hook Model, which was developed by Nir Eyal, is essentially about getting the customers “hooked” such that they have developed an attachment to certain products. In his book entitled “Hooked: How To Build Habit-Forming Products”, he talks about how companies seemingly control users’ minds and come up with products that are habit-forming.There are four phases in this cycle: the Trigger, the Action, the Variable Reward, and the Investment.Phase 1: The TriggerYou need something that will light up that spark of interest. It can be likened to an “itch” that has to be scratched. These are the triggers, and they come in two forms: external and internal. The most common external triggers include people, places, situations, and routines. When we talk about internal triggers, these involve, more often than not, emotions or feelings.It starts with an external trigger that initially catches the attention of the customers. For example, while browsing through Pinterest, a young lady sees a pinned photograph of a model wearing a pair of sexy stiletto heels from a famous shoe designer. She just got engaged and is starting to plan her wedding. Shopping for a wedding dress and matching shoes is definitely in order, and the name of that designer has been in her radar. Her internal triggers have been activated: she does not want to look shabby or ordinary on her wedding day.The internal trigger is probably what most businesses find difficult to identify. In the case of a newspaper company, the internal trigger is the fear users have of not being in the loop, or not knowing the current events happening around the country and the world.Phase 2: The ActionThis stage focuses on what the customer will do in response to the trigger. The bride-to-be sees the photograph on her Pinterest feed; if she closes the browser, the cycle is interrupted, and there was no habit formed. If she, however, clicks on the photograph that will direct her to the website where the pinned photograph is, this is the Action.In order to increase the likelihood that the customer takes action, the action should be:Easy to do or perform; andPsychologically motivating.In other words, there has to be an ability on the part of the customer to perform the action (and the product should have been designed to make performance of the action easy) and there also has to be motivation or energy for action.In the example, the action only entails clicking on the photo, and the photo is appealing and eye-catching enough to want to make her want to find out more. Once she clicks the photograph and is directed to the website, sh e is presented with a selection of gorgeous pairs of shoes. She feels like she just hit the jackpot. In this case, the motivation was most probably the fear of missing out on seeing products that she might want to use for her wedding.Action is performed in anticipation of the next phase, which is the Reward.Phase 3: The Variable RewardWhen we talk of “variable reward”, it is that which gives the user what he or she came for, but still leaving him or her wanting more.This is where the Hook Model truly becomes a “hook”. It should develop a loop and engender a craving in the customer. To accomplish this, businesses make use of variable rewards in order to lure in customers and users.This phase focuses on one thing: anticipation. The product provider will then take steps in order to hype things up â€" “up the ante”, so to speak.If the bride to be clicked on the photograph and is directed to a marketplace website containing only a limited selection of shoes similar to the pho to she just clicked, it will not be enough to make her more invested in browsing.But if, once she clicked and realized that there are more than shoes on the online marketplace, such as clothes and swimwear that would be perfect for a bridal trousseau and honeymoon trip, she will end up spending more than an hour browsing through the products. The next time she needs something related to her upcoming wedding, her instinct would be to check Pinterest or go directly to the online marketplace.Another scenario would be that the website will only offer limited editions of exclusive designs. This will definitely be seen as a reward because not everyone will be able to score those shoes.Phase 4: InvestmentThis is when the customer finally decides to invest something on the product or service. This could be time (regularly checking in on the website), money (making a purchase from the online marketplace), data (submitting product reviews on the online marketplace), or social capital (sharing about the website to friends or on various social networks she belongs in).More than about spending money, the investment phase is about an action that will potentially improve the service for the next run through the cycle. In short, users invests something on the product not because of immediate gratification, but because they expect to benefit from it in the present and well into the future.In the case of the bride-to-be, sharing about the online marketplace could mean inviting other friends also to check it out. The referrals can earn her points that will definitely improve her experience the next time she uses the service again. On Pinterest, she may also create her boards, and the act of setting up her board, while pinning and re-pinning other boards, is already considered a form of investment.Fortunately for businesses, product developers and marketers everywhere, humans are naturally inclined to be curious and pursue answers once their interest has been piqued. Once they ha ve been hooked, they would want to know more. They can play on this natural response and employ the Hook Model to reel the potential customers into buying their products.USING THE HOOK MODEL FOR BUILDING GREAT PRODUCTSTurning regular products into habit-forming products may seem like a daunting thought, but it can be done, and the Hook Model is one way of doing so. Granted, there are products and business models that do not really require the formation of habits. More often than not, though, they are.Essentially, by using the Hook Model, you will be creating a strong wanting, desire or craving in your customers, such that they will come to notice your product, invest in it, develop an attachment, and keep coming back to it. To a certain extent, it may be said as “manipulating your customers’ perception”, which can swing both ways. However, it is not really manipulation if you are able to deliver on each one of your product’s selling propositions, is it?Illustrations of the H ook Model are often used on products such as online communities and websites, apps and gadgets. However, the concepts also apply to offline products.If you plan to use the Hook Model in order to establish a firm foothold for your product or service, take note of the following:Employ both external and internal triggers, and make sure they are aligned. Some businesses make use of external triggers such as e-mails, online advertisements, apps, discussions, connections, sharing content, and even tweets. In order to fully utilize internal triggers, you have to find out what people (your target customers) are already trying to do, and just make it easier for them.In the example of the online marketplace earlier, the external trigger was the photo on Pinterest. It could just as easily have been an online ad appearing on her Facebook newsfeed, or a comment on a post on wedding dresses and shoes in a bridal-themed blog. Knowing that prospective brides will be checking in at the site, they al so started offering other bridal-themed items, making it easier for their target customers to get everything that they need in one place.When employing these triggers, make sure they are aligned. They must complement each other, and be engaging or catchy enough to encourage them to answer a call to action.Make it easy for users to take action. In the example used previously in the discussion, the action involved a single click on the photograph and a series of simple clicks that will lead to the online marketplace. There really is nothing complicated about it. Customers will be turned off when they have to jump through hoops in order to get the information that they want.The online marketplace should put great attention in designing a user-friendly interface for its website. Remove barriers and put in place mechanisms that are simple enough but still encourage users to take action.Offer incentives, and they must be fulfilling.This is to motivate users or customers to invest data, ef fort, social capital, or money in your product. What additional perks will they get if they stick around on the website? What are the rewards that they are likely to get if they invest money? If they send in reviews? If they refer friends and family to the website? Add to their buying experience to keep them coming back for more.When designing the rewards, make sure they are “rewarding”, in every sense of the word. According to Nir Eyal, the most frequently overlooked phase of the Hook Model is the Investment phase. Companies successfully come up with triggers that eventually motivate users to take action and check out their products. They even manage to get these users to spend their money on these products. However, after that, the users are sent on their way. The companies fail to “re-engage” the customers after they have already taken the money.One way to re-engage the customers is to find ways that will encourage the customers to check back in again.Putting the Hook Mod el to good use means that the business is able to keep its customers interested or engaged in its products or services. If the business makes an effort to get a full understanding of habit-formation, the chances of it being able to build and offer great products are definitely higher. They are also able to establish more competitive advantage since they have greater chances of building up a loyal customer base.[slideshare id=16424773doc=hookedatinteraction13copy-130208101638-phpapp02w=710h=500]

Choosing A Suitable Business Structure - 1869 Words

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Another advantage of the partnership entity is that it provides greater access to finance and management from the resources of both partners. As Section 24 of the Partnership Act states amongst its rules of the interests and duties of partners, â€Å"All partners are entitled to share equally in the capital and profits, and must contribute equally towards the losses†. Furthermore, the Act states that â€Å"Every partner may take part in the management of the partnership business†. Unlike in a sole proprietorship where capital remains limited, partners in a partnership are able to contribute their share in the business to increase capital volume and ultimately business activities. Therefore, the ability to pool resources from partners will, in particular, assist James who just graduated from university and may lack the sufficient funds needed to contribute towards a start-up business. 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Become an Organ Donor Essay - 1434 Words

Become an Organ Donation Organ donation is a sacrifice that can touch many people through one person’s unselfish gift. Granted that gift most often comes after a tragic loss of a loved one. As the bearer of three functioning kidneys, I have always considered organ donation to be the expected norm. But today, the focus will be to enlighten you on the reasons to consider organ donation. Organ donations are needed for every age group, race, and ethnic groups. Each person should take the opportunity to extend the gift of life to another individual through organ donation. There are many reasons to become an organ donor but we will focus specifically on five reasons why people should donate their organs listed here. The person that needs†¦show more content†¦According to the US Department Health Human Service website a person will be added to the donor list every 10 minutes (Why Donate?, 2014). What if one of those individuals were in your family? Wouldn’t you want others to offer a life-saving opportunity to you? While making the choice to donate any organ is difficult you have the power to offer the needed organ to your own family or another family that may be losing hope. During the opening, it was mentioned that every age, race and ethnic group is effected and have a need for organ donations. Below are graphs from the US Department of Health Human Services that clearly illustrate the needs for the waiting recipients. Illustration 1 shows the percentage of waiting candidates by their ethnicity. Statistically, Latinos suffer from obesity which leads to diabetes and heart disease. African Americans suffer higher rate of diabetes and high blood pressure. Asians and Hawaiians reportedly have a higher rate of kidney and liver diseases. Each of these dispositions can lead to other complications effecting the organs and eventually causing organ failure, even with treatment. 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In addition to saving lives and restoring broken lives, aRead MoreA Persuasive Speech On Organ Donation947 Words   |  4 Pagesname is, Lizette Vazquez, and I am here to talk to you about becoming an organ donor. Many people wait for years for organs to become available, the need for organ donors is growing. Donate and save a life. If you had a chance to save a life and or change their life, would you do it? If you answered no, to this question would your feelings change, towards organ donation if someone in your family or close to you need an organ transplant? Can you imagine, what it would feel like to get handed a death

Module Free Essays

There is a positive correlation between the longer a child attend pre-school and high IQ scores. Children who can afford to spend a lot of time in pre-school have parents who are wealthy and likely educated, providing them with good genes and thus are likely to have high IQ scores. Children with high IQ scores perform well in pre-school and incentives their parents to keep them in pre-school longer. We will write a custom essay sample on Module or any similar topic only for you Order Now Part C. 16. The hypothesis is that students will understand math material better when they duty while listening to classical music. 7. The independent variable is the setting in which the students study, whether that is with classical music or no classical music. 18. The dependent variable is how well the students perform on the math test administered after one month 19. The experimental group is the group of students who study math while listening to Mozart. 20. The control group is the group of students who study without listening to music. 21 . There isn’t really a placebo group, no one is receiving a fake treatment, they are either listening to music or not. 22. Mr†¦ Ross randomly assigned students to the group that they are in to help prevent confounds. He also administered the same math test to both groups of students. 23. Experimenter bias is possible because Mr†¦ Ross could have graded the math test differently based on what group the student was. Also he could have interpreted the difference between the two groups as a result of the music but it really was Just random chance. 24. The hypothesis is that Hawthorne believes that employees working in brighter light environments will have increased productivity. 25. The independent variable is he setting in which the employees work, whether it is bright or dark environments. 26. The dependent variable is the productivity of the workers. 27. The experimental group is the group of employees that work in the brighter work environment (100 watt lighting). 28. The control group is the group of employees that work in the regular lighting area (70 watt lighting). 29. There is no placebo because there is no fake treatment or pill that is given for psychological benefits of the patients, there are just 2 group, one with 100 watt lighting and one with 70 watt lighting. How to cite Module, Papers

Summer by David Updike free essay sample

King Solomon wrote wisely, and later was wisely paraphrased by the folk band â€Å"The Byrds†, â€Å"To everything there is a season and a time to every purpose under heaven † (Ecclesiastes 3:1,8). Seasons often represent the periods of a person’s life; birth, youth, age and death. In the short story â€Å"Summer† by David Updike, the lake provides an eternal and unchanging witness to Homer’s transition from season to season and from boy to man. In the beginning we find the family and its surrogate son, Homer, enjoying the fruits of the summer. Homer wakes to find Mrs. Thyme sitting alone, â€Å"looking out across the flat blue stillness of the lake†(48). This gives us a sense of the calm, eternal feeling the lake presents and of Mrs. Thyme’s appreciation of it. Later, Fred and Homer wildly drive the motor boat around the lake, exerting their boyish enthusiasm. The lake is unaffected by the raucous fun and Homer is pleased to return to shore and his thoughts of Sandra. We will write a custom essay sample on Summer by David Updike or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Our protagonist observes the object of his affection, as she interacts with the lake, lazily resting in the sun. The lake provides the constant, that which has always been and will always be. As in summers past, the preacher gives his annual sermon about the end of summer and a prayer that they shall all meet again. Afterward, Homer and Fred take a final turn around the lake only to see a girl who reminds Homer of Sandra. â€Å"And there was something in the way that she raised her arm which, when added to the distant impression of her fullness, beauty, youth, filled him with longing as their boat moved inexorably past†¦and she disappeared behind a crop of trees. †(51) We draw the impression that there will always be girls to long for, summers to enjoy and lakes to witness these rites of passage. The season changes, people come and go but the lake remains as it always has been. In the end, the lake becomes the silent observer to the cycle that continues to recur and endure, summer romance and the maturation of the boy to manhood.

Public Relations Campaign Strategy for fictional computer company trying to take over lead market share.

Public Relations Campaign Strategy for fictional computer company trying to take over lead market share. The public relations campaign's overall objective is to promote the transition of a portion of Bell Computers customer service functions to a 24-hour call center located in India. The campaign will focus on the projected benefits attainable in reducing operational costs and improving the quality of customer service provided.Bell Computers recognizes the concerns of internal employees and local communities in moving a portion of their operations to a foreign country. The company's shareholders need assurance that the transition is a practical business decision that will maintain and ultimately increase Bell Computers market share. The political and community leaders in India, as well as the potential employee market must recognize the benefits that the transition will have on their local economy.There are a couple of FLICKR pals here find them.....The public relations campaign design will center on increasing current and potential customer awareness of Bell's commitment to provide qua lity customer service. The current Bell customers will receive promotional materials advising them of the improved services to meet their demands for quality customer service.The overall campaign will consider the appropriate techniques to address the segmented concerns of Bell Computer's internal, external, and marginal publics. Informational, marketing and promotional materials, as well as organized events, developed for each public sector will promote the organizational and public relations objectives.To ensure that the campaign efforts are effective Bell Computer will monitor responses provided from surveys of customers. The company will conduct comparisons reports of the survey results of the new operations center against the results of current customer service operations. The company will pose survey questions to receive responses concerning the accuracy, professionalism, and length of time required to respond to customer service requests.The Bell Computer management and direc tors will review customer surveys, and financial reports to ensure that the organization fulfills their goals. The...

How to Use Sentence Fragments Effectively

How to Use Sentence Fragments Effectively Most writing handbooks insist that incomplete sentencesor fragmentsare errors that need to be corrected. As Toby Fulwiler and Alan Hayakawa say in The Blair Handbook (Prentice Hall, 2003), The problem with a fragment is its incompleteness. A sentence expresses a complete idea, but a fragment neglects to tell the reader either what it is about (the subject) or what happened (the verb) (p. 464). In formal writing, the proscription against using fragments often makes good sense. But not always. In both fiction and nonfiction, the sentence fragment may be used deliberately to create a variety of powerful effects. Fragments of Thought Midway through J. M. Coetzees novel Disgrace (Secker Warburg, 1999), the main character experiences shock as the result of a brutal attack at his daughters house. After the intruders leave, he attempts to come to terms with what has just occurred: It happens every day, every hour, every minute, he tells himself, in every quarter of the country. Count yourself lucky to have escaped with your life. Count yourself lucky not to be a prisoner in the car at this moment, speeding away, or at the bottom of a donga with a bullet in your head. Count Lucy lucky too. Above all Lucy.A risk to own anything: a car, a pair of shoes, a packet of cigarettes. Not enough to go around, not enough cars, shoes, cigarettes. Too many people, too few things. What there is must go into circulation, so that everyone can have a chance to be happy for a day. That is the theory; hold to this theory and to the comforts of theory. Not human evil, just a vast circulatory system, to whose workings pity and terror are irrelevant. That is how one must see life in this country: in its schematic aspect. Otherwise one could go mad. Cars, shoes; women too. There must be some niche in the system for women and what happens to them. reflect the characters efforts to make sense of the harsh, disruptive experience. The sense of incompleteness conveyed by the fragments is deliberate and quite effective. Narrative and Descriptive Fragments In Charles Dickenss The Pickwick Papers (1837), rascally Alfred Jingle tells a macabre tale that today would probably be labeled an urban legend. Jingle relates the anecdote in a curiously fragmented fashion: Heads, headstake care of your heads! cried the loquacious stranger, as they came out under the low archway, which in those days formed the entrance to the coach-yard. Terrible placedangerous workother dayfive childrenmothertall lady, eating sandwichesforgot the archcrashknockchildren look roundmothers head offsandwich in her handno mouth to put it inhead of a family offshocking, shocking! Jingles narrative style calls to mind the famous opening of Bleak House (1853), in which Dickens devotes three paragraphs to an impressionistic description of a London fog: fog in the stem and bowl of the afternoon pipe of the wrathful skipper, down in his close cabin; fog cruelly pinching the toes and fingers of his shivering little prentice boy on deck. In both passages, the writer is more concerned with conveying sensations and creating a mood than in completing a thought grammatically. The Series of Illustrative Fragments Pale druggists in remote towns of the Epworth League and flannel nightgown belts, endlessly wrapping up bottles of Peruna. . . . Women hidden away in the damp kitchens of unpainted houses along the railroad tracks, frying tough beefsteaks. . . . Lime and cement dealers being initiated into the Knights of Pythias, the Red Men or the Woodmen of the World. . . . Watchmen at lonely railroad crossings in Iowa, hoping that theyll be able to get off to hear the United Brethren evangelist preach. . . . Ticket-sellers in the subway, breathing sweat in its gaseous form. . . . Farmers plowing sterile fields behind sad meditative horses, both suffering from the bites of insects. . . . Grocery-clerks trying to make assignations with soapy servant girls. . . . Women confined for the ninth or tenth time, wondering helplessly what it is all about. . . . Methodist preachers retired after forty years of service in the trenches of God, upon pensions of $600 a year. Collected rather than connected, such brief fragmented examples offer snapshots of sadness and disappointment. Fragments and Crots Different as these passages are, they illustrate a common point: fragments arent inherently bad. Though a strictly prescriptive grammarian might insist that all fragments are demons waiting to be exorcised, professional writers have looked more kindly on these ragged bits and pieces of prose. And they have found some imaginative ways to use fragments effectively. Over 30 years ago, in An Alternate Style: Options in Composition (now out of print), Winston Weathers made a strong case for going beyond strict definitions of correctness when teaching writing. Students should be exposed to a wide range of styles, he argued, including the variegated, discontinuous, fragmented forms used to great effect by Coetzee, Dickens, Mencken, and countless other writers. Perhaps because fragment is so commonly equated with error, Weathers reintroduced the term crot, an archaic word for bit, to characterize this deliberately chopped-up form.The language of lists, advertising, blogs, text messages. An increasingly common style. Like any device, often overworked. Sometimes inappropriately applied. So this isnt a celebration of all fragments. Incomplete sentences that bore, distract, or confuse readers should be corrected. But there are moments, whether under the archway or at a lonely railroad crossing, when fragments (or crots or verbless sentences) work just fine. Indeed, better than fine. Also see: In Defense of Fragments, Crots, and Verbless Sentences.