This document discusses 7 core concepts for designing compelling products using game techniques without gamification. It argues that intrinsic motivators like power, autonomy and belonging are more effective than extrinsic rewards. The 7 concepts are: 1) Know your players and design for their needs, 2) Build fun into the core activity loop, 3) Design for novice, regular and enthusiast players, 4) Make the system easy to learn but hard to master, 5) Guide players towards mastery with mechanics, 6) Increase challenge as players progress, and 7) Embrace intrinsic motivators over extrinsic rewards like points and badges. The goal is to engage players through the "flow channel" as challenges increase.