Nir Eyal is an Israeli-born American author, lecturer, and investor. He is best known for his work exploring how products and behaviors form habits in users and consumers. Eyal wrote Hooked: How to Build Habit-Forming Products, published in 2014, which examines the mechanisms behind addictive product design. He followed this with Indistractable: How to Control Your Attention and Choose Your Life in 2019, shifting focus to helping individuals manage their own attention and decision-making in an increasingly distraction-filled world. In 2026, Eyal published Beyond Belief: The Science-Backed Way to Stop Limiting Yourself and Achieve Extraordinary Results, which debuted on the New York Times bestseller list upon its release.