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Without variability we are like children in that once we figure out what will happen next, we become less excited by the experience.

The element of variability also turns a seemingly mundane task into an engaging, gamelike experience.

Only by understanding what truly matters to users can a company correctly match the right variable reward to their intended behavior.

…at the heart of every good tale is variability. The unknown is fascinating, and strong stories hold our attention by waiting to reveal what happens next.

While content consumption, like watching a TV show, is an example of finite variability, content creation is infinitely variable.

…products utilizing infinite variability stand a better chance of hold on to users’ attention, while those with finite variability must constantly reinvent themselves just to keep pace.