21
The Challenge
Prologue
We’ve been looking in the wrong place
The key attributes of sustained success don’t live in the product.
The key attributes live in the user.
Instead of looking for common attributes across
successful products, we must look for common
attributes across successful users of those products.
22
The Challenge
Prologue
“Awesome product!” is a side-effect
Our users don’t bask in the glow of
our awesome product.
Our product basks in the glow of
our users’ result with it.
What we
THINK is true
What’s
ACTUALLY
true
It’s the most incredible
thing I’ve ever seen
I can’t believe you did this
with just that one app.
You’re amazing.
23
The Challenge
Prologue
Exercise: write your ideal Amazon review
Don’t turn the page until you’ve at least
thought about it.
This is not a marketing exercise on the reviews or
testimonials most likely to drive sales. This is about reviews
that best reect what we hope our users will think and
feel.
Do this exercise without thinking about how good the
review makes your product/brand look to others.
Write your review here
24
The Challenge
Prologue
Which of these do you prefer?
Wonderful product! I love it!
This is an excellent product! Easy to use, yet powerful.
Looks like it will last forever. You won’t regret this purchase!
Amazing! Works perfectly!
The instructions were a little weak, but I was able to set
it up myself in less than 5 minutes. I’ve already made
amazing progress with it in three weeks! You won’t
regret this purchase!
Looks good, but reads like a brochure.
It’s mostly about the
product
.
Much better! Reviewer talks about
herself
and her
results
.
We want to build products, service, and support in ways that
inspire users to talk about themselves.
But there’s a problem...
25
The Challenge
Prologue
A sad Venn diagram
Too often, the goals of a company and the goals of its users
aren’t just different but mutually exclusive.
Be perceived
as awesome
Be awesome
Brand goal
User goal
Brand goal
User goal Brand goal User goal
How do we move from THIS...
...to THIS?
If the answer lives not in the product but in the successful user,
what are the common attributes of a successful user?
What does it mean to be
a “successful” user?

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