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Know your advantage?

Product, Distro (supply), Sales/Marketing (demand), Business Model, etc.

Failure feedback loop engineered at the core.

Build systems and processes that fail a magnitude faster (and then again).

You must break one or two rules, but you cant break all rules.
If you follow all the conventional wisdom; youre dead already. But denying all logic is worse.

Attack a big space.

Give yourself a lot of room to specialize but still have a big problem to solve.

Favorite feature...thats your product.


Joshua Schachter.

Simplify.

WHAT HIGH SCHOOL FRESHMAN CAN TEACH YOU ABOUT PRODUCT DEVELOPMENT
Originally: Nov 29 2006 Revised: January 11, 2008

JEFF BONFORTE
ANGRY?

VP MESSENGER > CEO, XOBNI

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Diffusion of Innovation
by Everett Rogers, 1962

Applications & Features


PROVERBIAL CHASM

Needs and Emotions


Innovators
3%

vs.

Early Adopters
12%

Early Majority
35%

Late Majority
35%

Laggards
15%

Crossing the Chasm


by Geoffrey Moore, 1991

ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

TECHNOLOGY ADOPTION CURVE


ACCEPTED WIZDOM MISSES THE UNDERLYING CUSTOMER NEEDS

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selling features

belong

1000 songs in your pocket


ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

Be part of the in crowd.

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The Lovers

The Irrational
HORMONAL ANGRY SCARED LONELY

PROVERBIAL CHASM

The Efficient

The Laughers

The Comfortable

ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

THE EMOTIONAL ADOPTION CURVE


PRODUCTS NEED TO FOCUS ON THE EMOTIONAL DRIVERS FOR CONSUMERS

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PROVERBIAL CHASM

Latent Frustration
The Efficient The Laughers The Comfortable

The Lovers

The Irrational
HORMONAL ANGRY SCARED LONELY

ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

RATIONAL vs. IRRATIONAL


NOTHING LIKE AN OVER REACTION

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The Lovers

The Irrational
HORMONAL ANGRY SCARED LONELY

PROVERBIAL CHASM

The Efficient

The Laughers

The Comfortable

ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

THE EMOTIONAL ADOPTION CURVE


PRODUCTS NEED TO FOCUS ON THE EMOTIONAL DRIVERS FOR CONSUMERS

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VOICE

The Lovers
3%

The Angry
22%

PROVERBIAL CHASM

Efficient
25%

The Laughers
35%

The Comfortable
15%

WITH HINDSIGHT, IT WAS SO OBVIOUS


VON EU

EVERY MONTH, OUR TELCOs SEND US A REMINDER OF WHY WE HATE THEM

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WEBCAM

The Lovers
3%

PROVERBIAL CHASM

The Efficient
35%

The Laughers
35%

The Comfortable
15%

The Angry
?%

UH-OH. WHERES THE HATE?


VON EU

IF ONLY WEBCAMS COST A LOT MORE ;)

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WEBCAM

The Lovers
3%

PROVERBIAL CHASM

The Efficient
35%

The Laughers
35%

The Comfortable
15%

The Angry
?%

MY WHAT A LARGE CHASM YOU HAVE


VON EU

THIS DOESNT LOOK GOOD

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WEBCAM

The Lovers
3%

PROVERBIAL CHASM

The Efficient
?%

The Laughers
?%

The Comfortable
15%

The Angry
?%

THAT LOOKS A BIT BETTER


VON EU

HOW LONG IS THIS GOING TO TAKE, AND WHO CARES?

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Aspire

morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts

Esteem

self-esteem, achievement, condence, respect of or by others

friendship, family, sexual intimacy

Belong
security of body, employment, resources, morality, family, health or property

Secure

Survive

breathing, food, water, sex, sleep, homeostasis, excretion


source: http://en.WikiPedia.org/wiki/Maslow_pyramid

ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

CLIMBING MASLOWS PYRAMID


AND HERE I THOUGHT I WAS A GENIUS FOR FIGURING THIS OUT

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1. Base emotions drive behavior changes best, so seek out a way to appeal to the most animalistic emotions 2. Aspirational emotions make us feel good about ourselves 3. Sex sells, always 4. Environmentalism works best when you appeal to survival, security and pocketbook rather than the good of others
Aspire

Esteem

Belong

Secure

Survive
source: http://en.WikiPedia.org/wiki/Maslow_pyramid

ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

4 TAKE AWAYS
RELATED BUT NOT EXACTLY

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Survive Secure Belong


Employment Family Communicate Express
ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

WHAT DO THE CUSTOMERS WANT?


FUNDAMENTAL EMOTIONS DRIVE BEHAVIOR CHANGES

Im sick and tired of [insert problem you solve]


Loneliness / Abandonment Social Outsider Sexual Deprivation Greed Anger/Vengeance/Bitterness Peer Pressure Jealousy Ignorance Immediate Survival Frustration - Resentment Homogeneity helps
ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

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(see KOREA)

EMOTIONS I AM LOOKING FOR


INSERT YOUR PRODUCTS CONSUMER RELIEF HERE TO SEE HOW STRONG IT IS

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Taxes

MONEY MONEY

Banks / Credit Cards Telcos & Cable Co. Healthcare Providers

MONEY SURVIVAL + MONEY

Govt Services (DMV, DPT, TSA, MTA) TIME + MONEY The Others (Religion, Race, Culture) INSECURITY Airlines Lawyers
MONEY & TIME MONEY & TIME TIME

Our Inbox Microsoft

TIME SURVIVAL & IDENTITY

The Opposite Sex The Man


JUSTICE

ANGRY PEOPLE!
EMOTIONAL ADOPTION CURVE

WHO WE LOVE TO HATE


SOME OF OUR TOP FRUSTRATIONS

Chapter 35