Badass: Making Users Awesome (The challenge (Luck always plays a role…
Badass: Making Users Awesome
Luck always plays a role
Desirability: Not just quality. Amount of crap we'll put up with. Crap we'll reinterpret as not crap
On their deathbead, nobody will say: If only I'd engaged more with brands
Sustained bestsellers are recommended. People talk
Most of us still trust a total stranger on Amazon more than the "brand friend" we "like" on Facebook
Key attributes in user
Awesome product is a side effect.
What inspires a recommendation?
I'm awesome because of this
Key attributes of a success live in the user.
Common attributes of a successful user
Smarter, more skillful, more powerful.
Users don't evangelize to their friends because they like the product, they evangelize to their friends because they like their friends!
What does having X enable
What can people now do because of X that they couldn't do without it
What are people not doing now but could if they took advantage of all that X supports
What are you a subset of?
Auctions/Online auctions/Online marketplace
Bigger: Getting awesome items at the lowest price/Selling inventory that won't move and getting the best price or collector specialty inventory where buyers are limited and infrequent.
People don't want to badass at using your tool, they want to be badass at what our tool helps them do.
AFter they give us money or join our service, we should focus even more on what they really want to do.
BAdass is about results but also more. Means higher resolution, deeper, richer experiences.
Ability to perceive more detail.
Creates desire for higher end products.
Word of Obvious is even better than Word of Mouth. Badass users get results that others talk about and want to emulate.
Not about helping users feel badass, but about helping them be badass. Not just gamification
Have they gained new higher resolution at the bigger context they care about
Are they now more skilled at the bigger context they care about?
Do they now know more, and can they use their new knowledge in ways they find useful or meaningful?
Are they getting better results?