one weird old tip for growth — dave zohrob, venture hacker @ angellist

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One Weird Old Tip For Growth angel.co/dave @dzohrob Dave Zohrob AngelList

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One Weird Old Tip For Growth

angel.co/dave@dzohrob

Dave ZohrobAngelList

WHAT IF…

ONE WEIRD OLD TIP.

Storytime

(PAUSE)

YOU YOUR AUDIENCE

ONE WEIRD OLD TIP.

Empathy is the key to growth.

Empathy requires understanding

people.

YOU YOUR AUDIENCE

EMPATHY GAP

Understanding people leads to

empathy leads to

influence leads to

growth.

Understanding people leads to

empathy leads to

influence leads to

growth.

World wide web

Google

Facebook

Twitter

iPhone

App store

iPad

1989

1998

2004

2006

2007

2008

2010

Products change, but people don’t change.

People have been around for a long time.

Learn from the masters

People don’t change. In fact, they’re

predictable.

Because people don’t change, we must change our

products.

Understanding people leads to

empathy leads to

influence leads to

growth.

“If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as from your own.”

Henry Ford

Look at your product and growth strategies

through the lens of empathy.

Start with your pitch.

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

Theodore Levitt

No one wants to sign up for your website.

They want their problem solved.

Good pitch

Let’s look at lifecycle emails

with empathy.

Lifecycle emails should help users.

Bad example

Good example

A real-world example: AngelList Talent Landing Page

What does the user want?

To find a startup job.

Before

• “Show, don’t tell”

• Dead-end clicks

• Little explanation

After

• Single CTA — “Find a job”

• Fewer clickable elements

• More explanation

• Forced signup

Look at your product and growth strategies

through the lens of empathy.

All growth strategies should help the user

achieve their goals.

Empathy is the building block for influence.

Understanding people leads to

empathy leads to

influence leads to

growth.

“When dealing with people, remember you are not dealing with creatures of logic, but with creatures bristling with prejudice and motivated by pride and vanity.”

Dale Carnegie

People don’t change. Use that to your advantage.

Learn from the masters

6 Types of Influence

Reciprocation

Commitment & Consistency

Social Proof

Liking

Authority

Scarcity

Use as many types of influence as possible.

(Bonus points for all 6)

Reciprocation

Commitment & Consistency

Commitment & Consistency

Social Proof

Liking

Authority

Scarcity

Example: AngelList

Example: Humble Bundle

Empathy is the building block for the six types of influence.

Use as many types of influence as possible.

(Bonus points for all 6)

Conclusion

Look at everything

through the lens of empathy.

YOU YOUR AUDIENCE

EMPATHY GAP

Understanding people leads to

empathy leads to

influence leads to

growth.