What kind of advice should you listen to? building a desire engine pdf

@nireyal NirAndFar.com What kind of advice should you listen to? @nireyal NirAndFar.com 1. Advice that helps you build something people want @nireyal NirAndFar.com 2. That fits your business model @nireyal NirAndFar.com 3. That fulfills your purpose in life. @nireyal NirAndFar.com I’ll try to help you with all three, if @nireyal NirAndFar.com If - Your business depends on frequent user engagement. - You are not evil. Then, you should stay. @nireyal NirAndFar.com Spoiler: The answer is habits. @nireyal NirAndFar.com Habit Potential HighLow Viral Coefficient (K) Leaky Bucket Rocket Ship Commitment Business Garbage K < 1 K >1 Facebook, Paypal, Pinterest Evernote, Pandora, Amazon Spammy apps Habits > Viral @nireyal NirAndFar.com Me @nireyal NirAndFar.com A bias to build first [...]... habits @nireyal NirAndFar.com The Desire Engine Trigger Action External Internal Investment @nireyal Var Reward NirAndFar.com Remember: A TARI A - A Desire Engine has 4 parts: T - Trigger A - Action R - Reward I - Investment @nireyal NirAndFar.com Trigger @nireyal NirAndFar.com Trigger Examples External Alarms Advertising Calls-to-action Emails Stores Emotions Routines Situations Places People What. .. @nireyal NirAndFar.com Habit when not doing causes pain @nireyal NirAndFar.com Habit-forming technology Pleasure seeking Pain alleviation Vitamin Painkiller @nireyal NirAndFar.com Creating pain? (more of an itch) @nireyal NirAndFar.com @nireyal NirAndFar.com Best odds of success = founder / market fit @nireyal NirAndFar.com Access + Speed + Data Everything is becoming more addictive Desire Engines create... learn? @nireyal NirAndFar.com Patterns @nireyal NirAndFar.com NirAndFar.com “OMG? businesses” @nireyal NirAndFar.com Vitamins or painkillers? @nireyal NirAndFar.com Selling painkillers - Obvious need - stop pain - Quantifiable market - Monetizable @nireyal NirAndFar.com Selling vitamins - Emotional need, not efficacy - “Makes me feel good knowing ” - Unknown market @nireyal NirAndFar.com Vitamins or painkillers?... @nireyal Internal What to do next is in the user’s head NirAndFar.com Habits aren’t created, they are built upon @nireyal NirAndFar.com External trigger • • Formulate consistent calls-to-action Each embedded answer to what is this for?” supporting the internal trigger @nireyal NirAndFar.com Internal trigger • What is the existing behavior you re attaching to? • • When would user engage? Know the narrative... time you (verb), use ” @nireyal NirAndFar.com Negative emotions are powerful internal triggers Dissatisfied Indecisive Lost Tense Fatigued Inferior @nireyal Fear of loss Bored Lonesome Confused Powerless Discouraged NirAndFar.com Habit-forming products provide a solution to an internally triggered problem @nireyal NirAndFar.com Depressed people check email more (cause or effect?) @nireyal NirAndFar.com... @nireyal NirAndFar.com Depressed people check email more (cause or effect?) @nireyal NirAndFar.com The “Instagram moment” @nireyal NirAndFar.com Instagram triggers External - FB and Twitter - App notifications @nireyal Internal - Fear of lossing the moment - Bored, lonesome, curious NirAndFar.com . @nireyal NirAndFar.com What kind of advice should you listen to? @nireyal NirAndFar.com 1. Advice that helps you build something people want @nireyal NirAndFar.com 2. That fits your business. Business Garbage K < 1 K >1 Facebook, Paypal, Pinterest Evernote, Pandora, Amazon Spammy apps Habits > Viral @nireyal NirAndFar.com Me @nireyal NirAndFar.com A bias to build first @nireyal NirAndFar.com How. NirAndFar.com How learn? @nireyal NirAndFar.comNirAndFar.com Patterns @nireyal NirAndFar.com “OMG? businesses” @nireyal NirAndFar.com Vitamins or painkillers? @nireyal NirAndFar.com Selling painkillers