1. Epic Meaning & Calling

A reason for a greater good/ Like being a hero trying to save the world. Example: Pain Squad app: hunting down pain and keep it in its place.
 

2. Development & Accomplishment

You’re motivated because you’re improving, you’re leveling up, you’re achieving mastery. Example: Nike Plus app: shows you short term accomplishment, and shows encouraging fun celebrations every time you hit a milestone.
 

3. Empowerment of Creativity & Feedback

Like lego, giving use the basic building blocks to allow user to use their creativity. Example: Fold It app: trying to fold a an AIDS virus protein.
 

4. Ownership & Possession

Virtual currencies, feeding your dragon, accumulating goods. It’s the drive that enables us to accumulate wealth. Example: Dragonbox: Gets kids from 5-9 years old obsessed with solving algebra questions by trying to feed a little dragon through logical puzzles.
 

5. Social Influence & Relatedness

Driving what you do based on what and how others are doing, thinking, or saying. Example: oPower: A utility SaaS company that tries to get people to lower their utility bills by showing them how their neighbors are doing. Comparing you, your best neighbor, and your average neighbor.
 

6. Scarcity & Impatience

Wanting something just because you can’t have it. The grapes on the shelf beyond your reach. Example: Kickstarter: Offering a prize and giving a timer pushing you to act now, if you don’t act now you won’t get it. Also, showing what’s left of the goal, driving you to want to meet the target. A group quest: you can only accomplish the quest when an entire team moves together on it.
 

7. Unpredictability & Curiosity

Because you don’t know what’s gonna happen next, you’re always thinking about it. This is heavily used in the gambling industry, but it is also what makes us want to finish a novel, a movie, or a game. Example: Speed Cam Lottery: Fining those going over the speed limit, and entering the cars going under the limit in a lottery, giving them the chance to win the total of collected fines.
 

8. Loss & Avoidance

Doing something to avoid a loss. Example: Zombies Run!: Scares you into running faster. Works the opposite way Nike Plus works.