Do you know about the Toothbrush Test?

Here is the simple idea people at Google talk about, often linked to Larry Page: would someone use this product once or twice a day, and does it clearly make life better? If yes, you are probably building a habit.

What it means in plain words

When a common problem appears, do people reach for your product without thinking? That is the toothbrush vibe. Think Google Search when you need an answer, or Google Maps when you need to get somewhere. Fast, reliable, easy.

Not every product has to be daily

Some winners show up only a few times a year: Airbnb, TurboTax, many B2B tools. They win by being the default at the right moment. If your space is occasional, do not force daily use. Make that moment so smooth and trustworthy that people return when the job appears.

Why some Google products were shut

Google tries a lot. Some ideas never became everyday habits or lost priority, so they were closed. People remember Google Reader and Stadia. The lesson: earning a spot in daily routines is hard.

Try the test on your idea

• Say it in one line. A friend should be able to repeat it.
• First win is quick. Can a new user get value in under a minute?
• List five real moments in a week when someone would use it.
• Beat the current habit. Faster, simpler, clearer.
• Would they miss it if it disappeared tomorrow?
• Make returning easy: shortcuts, good defaults, gentle reminders at the right time.

Use it well

Treat the toothbrush test as a lens, not a rule. If your problem has daily triggers, build for everyday use and keep the experience sharp and obvious. If your problem is occasional, become the trusted starting point for that moment.