By Kathy Sierra
Think you’re in a video game with one aim: a bestselling services or products. the principles? No advertising price range, no PR stunts, and it needs to be sustainably winning. No non permanent fads.
This isn't a video game of likelihood. it's a online game of ability and strategy.
And it starts off with a unmarried query: given competing items of equivalent pricing, advertising, and perceived caliber, why does one outsell the others?
The resolution doesn’t stay within the sustainably profitable product or service. the reply lives in those that use them.
Our target is to craft a method for growing winning clients. And that approach is stuffed with miraculous, counter-intuitive, and astonishingly easy strategies that don’t rely on a tremendous advertising and marketing or improvement price range. recommendations usually missed through even the main well-funded, well-staffed product teams.
Every position is a key participant during this online game. Product improvement, engineering, advertising and marketing, person adventure, support—everyone at the crew. whether that group is a start-up of 1. Armed with a shockingly missed technological know-how and a special POV, we will be able to can decrease the function of good fortune. we will construct sustainably profitable services that depend now not on unethical persuasive advertising methods yet on assisting our clients have deeper, richer studies. not only within the moments whereas they’re utilizing our product yet, extra importantly, within the moments after they aren’t.
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Extra info for Badass: Making Users Awesome
What about simple utilities? What if there’s nothing to be badass at? ” The Challenge Prologue 30 Badass at… what? What happens if we don’t make snowboards, video editing software, or anything else that someone can become badass at? ” What does having X enable? What can people now do because of X that they couldn’t do without it? What can people now do better because of X? What are people not doing now but could if they took advantage of all that X supports? That’s just a warm-up. The exercise on the next set of pages will ask you to define something linked to your product, service, or cause that users can become badass at.
We have th is “tool” su p g in so m eth art photography photo editing Photoshop Adobe Ligh troom iPhoto to iPho People don’t want to be badass at using our tool. They want be badass at what our tool helps them do. badass tool at THIS Compelling Context his NOT t The Challenge Prologue 38 What’s wrong here? After they give us money Before they give us money Photography Compelling Context tool Camera Good marketing focuses on what the potential user really wants to do. But after they buy? Every experience the user has with us shifts to just the tool.
How do you “make users awesome”? How do you get them to even want to be badass? (Note: this graph was inspired in part by W. ”) The Challenge Prologue 28 What do these have in common? Colors on my latest video came out perfect. I built this in less than two hours. They said I got the deal because of those charts in my spreadsheet. The Challenge Prologue 29 Results User Badass = User Results Badass users are better users. Much better. It’s about what they can do or be as a result of what our product, service, experience enables.