My presentation on digital product strategy to Products that Count in London, 12th July.

1. Product strategies to make anyone
use your Product
Products that Count | 12th July

2. https://pivotservices.curated.co/
@pivotservices

4. 'Just' theory?

8. Nir Eyal
Eric
Almquist
Alan
Klement
Bob
Moesta
Donna

9. Not about the screens.
Not about the features.

10. • The Job
• The Switch
• The Value
• The Journey
• The Story
• The Hook

11. Slack, Uber, Facebook, Google, even
Microsoft have proved Sharma right.
Success in any given market always comes
down to the same fundamental question,
“Who understands the user better?”
Stack Fallacy

12. The Job

18. The Switch

19. "Startups mostly don't
compete against each other,
they compete against no one
giving a shit.” - Justin Kan

21. • >80% of people’s time is spent in just 3 apps.
• The top 8 mobile apps are owned by just 2 companies:
Google and Facebook.
• 50% of people in the USA download zero new apps per
month.

24. “Innovation should demonstrate a relative
advantage over other options, ideally
including the technology currently used
for the task. Better technologies will be
adopted, plain and simple. ” - Everett
Rogers

27. Prospect Theory

28. • Outcomes are judged in terms of 'gains' & 'losses.'
• Gains and losses are relative
• "Losses loom larger than gains." (Loss aversion)
Prospect Theory

30. Endowment Effect

31. Time

32. 3x

33. 3x

34. 9x

36. “Think of any night you did not
watch Netflix,” he said. “We
compete with drinking a bottle of
wine. That’s a particularly tough
one.” - Reed Hastings

37. The Value

40. Value is
psychological,
amorphous and
complex.

41. Cost (Supply)
Demand
Product

42. Cost (Supply)
Demand
Product

43. Price vs. Value(?)

45. = 8
= 11

46. The Journey

47. “Users are only
ever in three
states — they’ve
never heard about
it; they’ve tried it;
and they use it.
What you’re
managing is state
change.”

48. I don’t know you. I get you.
I want to customise
you.
I’m considering you.
User Familiarity

49. Promise of value. Delivery of value. Extension of value.
Demonstration of
value.

50. Acquisition / Growth
Core Task
Completion
AdministrationOnboarding

51. Acquisition / Growth
Core Task
Completion
AdministrationOnboarding

52. Acquisition / Growth
Core Task
Completion
AdministrationOnboarding

53. Acquisition.
Retention.
Revenue.
Referral.Activation.
User Familiarity

54. Software
Full Stack

55. Acquisition.
Retention.
Revenue.
Referral.Activation.
User Familiarity

56. Software
Full Stack

57. Acquisition / Growth
Core Task
Completion
AdministrationOnboarding

58. Software
Full Stack

59. Software
Full Stack

60. Promise of value. Delivery of value. Extension of value.
Demonstration of
value.
Aha!!

61. Software

62. The Story

68. The Hook

69. Nir Eyal

74. • Videos that autoplay as soon as the previous one ends.
(YouTube, Netflix)
• Notifications that interrupt you with vague messages
like 'Ben just posted something interesting.' (Linkedin,
Facebook)
• Images that load slowly forcing users to focus more
intently. (Instagram)
• Infinitely scrolling screens. (Everyone)

76. • Focus on progress.
• Understand the forces of change
• Constantly deliver value
• Know your ‘Aha!’ moment
• Remember the story
• Understand triggers and rewards

77. Thanks.
paul.jackson@castle.co