hooked startup summer 2014

THOMAS K startupletters.com @kjemperud

Hooked !!!

Thomas Kjemperud Oslo, July 30, 2014

Express edition


"When my boss tells me to increase

engagement, I'm like…"

THOMAS K Thomas.do @kjemperud

"Why can't we do it like _______?"


Patterns


Vitamins or painkillers?


Selling painkillers

- Obvious need - stop pain - Quantifiable market - Monetizable


Selling vitamins

- Emotional need, not efficacy - "Makes me feel good knowing..." - Unknown market


Vitamins or painkillers?


Habit is when not doing

causes pain.

Habit-forming technology


Creating pain? (more of an itch)


Close your eyes


!

hab·it A BEHAVIOR DONE WITH

LITTLE OR NO CONSCIOUS THOUGHT


Two flavors Internal

External


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


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.


Know your customer's internal trigger.


"Every time the user [internal trigger]

they use [product]."


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


Factors of ability • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine


Motivators of behavior

Seek: Pleasure Hope Acceptance

Avoid: Pain Fear

Rejection


Supercharge the "stress of desire"…

!

But how?


Exactly!


The unknown is fascinating


As rewards become predictable, they become less interesting


The investment phase is where the user does a bit of work


Investments load the next trigger of the Hook


Investments store value, improving the product with use


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