Badass: making users awesome

• what is the difference between bestsellers and non-bestsellers?
• tolerance for problems is a function of desirability
  • Quality can drive desirability
  • Desirability can drive (perceive) tolerance
• reframing problems as NOT problems is a function of debris ability
• the more we desire/like something, the more not just we tolerate problems, but reinterpret as not-problems
• Quality does not guarantee desirability
• brand engagement is not a long-term sustained strategy for success.
• bestsellers are recommended
• people recommend not about the product or the service, they recommend because they feel better about themselves. they recommend how awesome they are using your product/service
• "I'm awesome because of this" is the right feeling behind "This thing is awesome"
• want people to say "you must get this"
• the key attributes of sustained success is not in the product, the key attributes lives in the users
  • look for common attributes across successful users of the product
• our products need to help our users to be awesome, not the other way around
• the first step to create successful users is to observe successful users
• your product and your competitors are a subset of something greater. it's crucial to identify that (example: video editing software, mics and cameras are a subset of creating awesome videos)
• tools matter. but being a master of a tool is rarely our user's desire goal
• if we really want badass users, we need to focus on what they really want throughout the whole journey, not only before they buy, they want badass results
• better than word of mouth, is mouth of obvious. that's when others talk about your badass users
• "fabulous customer service " sounds user-centric but it's not. the star should always be the user. and anything you do must help them become badass