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Product strategies to make anyone
use your Product
Products that Count | 12th July
https://pivotservices.curated.co/
@pivotservices
Strategies to make anyone use your Product | Product that Count
'Just' theory?
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Nir Eyal
Eric
Almquist
Alan
Klement
Bob
Moesta
Donna
Not about the screens.
Not about the features.
• The Job
• The Switch
• The Value
• The Journey
• The Story
• The Hook
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
The Job
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
The Switch
"Startups mostly don't
compete against each other,
they compete against no one
giving a shit.” - Justin Kan
Strategies to make anyone use your Product | Product that Count
• >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.
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
“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
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Prospect Theory
• Outcomes are judged in terms of 'gains' & 'losses.'
• Gains and losses are relative
• "Losses loom larger than gains." (Loss aversion)
Prospect Theory
Strategies to make anyone use your Product | Product that Count
Endowment Effect
Time
3x
3x
9x
Strategies to make anyone use your Product | Product that Count
“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
The Value
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Value is
psychological,
amorphous and
complex.
Cost (Supply)
Demand
Product
Cost (Supply)
Demand
Product
Price vs. Value(?)
Strategies to make anyone use your Product | Product that Count
= 8
= 11
The Journey
“Users are only
ever in three
states — they’ve
never heard about
it; they’ve tried it;
and they use it.
What you’re
managing is state
change.”
I don’t know you. I get you.
I want to customise
you.
I’m considering you.
User Familiarity
Promise of value. Delivery of value. Extension of value.
Demonstration of
value.
Acquisition / Growth
Core Task
Completion
AdministrationOnboarding
Acquisition / Growth
Core Task
Completion
AdministrationOnboarding
Acquisition / Growth
Core Task
Completion
AdministrationOnboarding
Acquisition.
Retention.
Revenue.
Referral.Activation.
User Familiarity
Software
Full Stack
Acquisition.
Retention.
Revenue.
Referral.Activation.
User Familiarity
Software
Full Stack
Acquisition / Growth
Core Task
Completion
AdministrationOnboarding
Software
Full Stack
Software
Full Stack
Promise of value. Delivery of value. Extension of value.
Demonstration of
value.
Aha!!
Software
The Story
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
The Hook
Nir Eyal
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
Strategies to make anyone use your Product | Product that Count
• 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)
Strategies to make anyone use your Product | Product that Count
• Focus on progress.
• Understand the forces of change
• Constantly deliver value
• Know your ‘Aha!’ moment
• Remember the story
• Understand triggers and rewards
Thanks.
paul.jackson@castle.co

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Strategies to make anyone use your Product | Product that Count