hooked startup summer 2014
TRANSCRIPT
THOMAS K startupletters.com @kjemperud
Hooked !!!
Thomas Kjemperud Oslo, July 30, 2014
Express edition
THOMAS K startupletters.com @kjemperud
"When my boss tells me to increase
engagement, I'm like…"
THOMAS K Thomas.do @kjemperud
"Why can't we do it like _______?"
THOMAS K Thomas.do @kjemperud
Patterns
THOMAS K startupletters.com @kjemperud
Vitamins or painkillers?
THOMAS K Thomas.do @kjemperud
Selling painkillers
- Obvious need - stop pain - Quantifiable market - Monetizable
THOMAS K Thomas.do @kjemperud
Selling vitamins
- Emotional need, not efficacy - "Makes me feel good knowing..." - Unknown market
THOMAS K Thomas.do @kjemperud
Vitamins or painkillers?
THOMAS K startupletters.com @kjemperud
Habit is when not doing
causes pain.
Habit-forming technology
THOMAS K Thomas.do @kjemperud
Creating pain? (more of an itch)
THOMAS K startupletters.com @kjemperud
Close your eyes
THOMAS K startupletters.com @kjemperud
!
hab·it A BEHAVIOR DONE WITH
LITTLE OR NO CONSCIOUS THOUGHT
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
Two flavors Internal
External
THOMAS K startupletters.com @kjemperud
TriggersExternal Internal
!
Alarms Notifications
Emails Stores
Authority
!
Emotions Routines
Situations Places People
What to do next is in the trigger
What to do next is in the user's head
THOMAS K startupletters.com @kjemperud
NEGATIVE EMOTIONS ARE POWERFUL
INTERNAL TRIGGERS
DISSATISFIED
INDECISIVE
LOST
TENSE
FATIGUED
INFERIORDISCOURAGED
CONFUSED
LONESOME
BORED
POWERLESS
FEAR OF LOSS
THOMAS K startupletters.com @kjemperud Source: Kotikalapudi et al 2012,
Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
People with depression check email more.
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
Know your customer's internal trigger.
THOMAS K startupletters.com @kjemperud
"Every time the user [internal trigger]
they use [product]."
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
when
doing < thinking = action
trigger (SUCCESS!)
trigger (FAIL!)
ability
mo
tiva
tio
n
Source: Dr. BJ Fogg, Stanford University
B = m.a.t.
Fogg Behavior Model
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
Factors of ability • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
THOMAS K startupletters.com @kjemperud
Motivators of behavior
Seek: Pleasure Hope Acceptance
Avoid: Pain Fear
Rejection
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
Supercharge the "stress of desire"…
!
But how?
THOMAS K startupletters.com @kjemperud
Exactly!
THOMAS K startupletters.com @kjemperud
The unknown is fascinating
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
As rewards become predictable, they become less interesting
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
The investment phase is where the user does a bit of work
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
Investments load the next trigger of the Hook
THOMAS K startupletters.com @kjemperud
Investments store value, improving the product with use
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
THOMAS K startupletters.com @kjemperud
thomas.do/feedback
Help improve this talk, plus get slides and more resources!
Thank you!