Anotaes

People dont buy products; they buy better versions of themselves. When youre
trying to win customers, are you listing the attributes of the flower or describing
how awesome it is to throw fireballs
!f all the life"hac#s, not drin#ing is the most impactful one. When compared
with optimising your email inbo$ or ta#ing multivitamins or outsourcing tas#s to
a %A, theres really no bigger lifehac# than &ust not drin#ing. As#ing for soda"
lime in social"drin#ing situations is the easiest way to overcome the friction of
applying this to your life. 'hirty 'hings (ve )earned * +ic# ,roc#er
'he universal goal of every business is to ma#e happy customers.
-ind a basic human desire. Preferably a really old one.
Write out the steps that people ta#e to satisfy the desire.
.se modern technology to remove steps from that process/*/either by
reducing time or reducing thin#ing re0uired.
Profit1
(n the conte$t of this e$ercise that (ve done today, ( might add a bit more detail
around the edges2
3$plore the motivational human desires 4often called intrinsic motivations5
that are already behind the products that you love.
When tracing steps towards a desire, use personas to bring e$tra detail to
the steps. 'he steps a parent ta#es to enable downtime will be different from the
steps a techie might, which will be different from how an artist might. 'race all
the routes out. )oo# for unusually comple$ routes for a common persona.