Introduced by journalist Charles Duhigg, the Habit Loop is a neurological loop that governs any habit. It consists primarily of 3 elements: a cue (the trigger for an automatic behavior to start), a routine (the behavior itself), and a reward (what our brain is getting out of it). Many of today’s most popular social apps (Instagram, TikTok, etc.) are utilizing this model to keep their users addicted and engaged. The Habit Loop can be used to help conceptualize or gamify new and existing product ideas and features.