10. • The Job
• The Switch
• The Value
• The Journey
• The Story
• The Hook
11. Slack, Uber, Facebook, Google, even
Microsoft have proved Sharma right.
Success in any given market always comes
down to the same fundamental question,
“Who understands the user better?”
Stack Fallacy
21. • >80% of people’s time is spent in just 3 apps.
• The top 8 mobile apps are owned by just 2 companies:
Google and Facebook.
• 50% of people in the USA download zero new apps per
month.
24. “Innovation should demonstrate a relative
advantage over other options, ideally
including the technology currently used
for the task. Better technologies will be
adopted, plain and simple. ” - Everett
Rogers
28. • Outcomes are judged in terms of 'gains' & 'losses.'
• Gains and losses are relative
• "Losses loom larger than gains." (Loss aversion)
Prospect Theory
36. “Think of any night you did not
watch Netflix,” he said. “We
compete with drinking a bottle of
wine. That’s a particularly tough
one.” - Reed Hastings
74. • Videos that autoplay as soon as the previous one ends.
(YouTube, Netflix)
• Notifications that interrupt you with vague messages
like 'Ben just posted something interesting.' (Linkedin,
Facebook)
• Images that load slowly forcing users to focus more
intently. (Instagram)
• Infinitely scrolling screens. (Everyone)
76. • Focus on progress.
• Understand the forces of change
• Constantly deliver value
• Know your ‘Aha!’ moment
• Remember the story
• Understand triggers and rewards