Badass: making users awesome

  • what is the difference between bestsellers and non-bestsellers?
  • tolerance for problems is a function of desirability
    • Quality can drive desirability
    • Desirability can drive (perceive) tolerance
  • reframing problems as NOT problems is a function of debris ability
  • the more we desire/like something, the more not just we tolerate problems, but reinterpret as not-problems
  • Quality does not guarantee desirability
  • brand engagement is not a long-term sustained strategy for success.
  • bestsellers are recommended
  • people recommend not about the product or the service, they recommend because they feel better about themselves. they recommend how awesome they are using your product/service
  • "I'm awesome because of this" is the right feeling behind "This thing is awesome"
  • want people to say "you must get this"
  • the key attributes of sustained success is not in the product, the key attributes lives in the users
    • look for common attributes across successful users of the product
  • our products need to help our users to be awesome, not the other way around
  • the first step to create successful users is to observe successful users
  • your product and your competitors are a subset of something greater. it's crucial to identify that (example: video editing software, mics and cameras are a subset of creating awesome videos)
  • tools matter. but being a master of a tool is rarely our user's desire goal
  • if we really want badass users, we need to focus on what they really want throughout the whole journey, not only before they buy, they want badass results
  • better than word of mouth, is mouth of obvious. that's when others talk about your badass users
  • "fabulous customer service " sounds user-centric but it's not. the star should always be the user. and anything you do must help them become badass
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