MODULE 6 - LESSON 5 THE SCIENCE OF HOW CUSTOMERS BUY … 6/module-6-lesson-5.… · MODULE 6 -...
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ASH MAURYA @ashmaurya [email protected] PracticeTrumpsTheory.com MODULE 6 - LESSON 5 THE SCIENCE OF HOW CUSTOMERS BUY ANYTHING
Transcript of MODULE 6 - LESSON 5 THE SCIENCE OF HOW CUSTOMERS BUY … 6/module-6-lesson-5.… · MODULE 6 -...
ASH MAURYA@ashmaurya
MODULE 6 - LESSON 5THE SCIENCE OF HOW CUSTOMERS BUY ANYTHING
ash
Why is this a problem?
Sort and organize in
folders/iPhoto
Select photos and videos to
shareCapture photos
and videosPlug-in camera
and import
Resize photos Transcode videos
Upload to sharing site
Notify family and friends
Family requests prints
Future Customer Flow
Email high-res versions
Reorganize into albums
Babysit upload process
Family requests frequent updates
PERSONA
JulieBusy Mom
First-time mom with kids under the age of 3.
Happy
Frustrated
Fear of losing
originals
Peace of mind
Select photos/videos to share
in CloudFire
Terrified of losing originals
#1
GuiltyBackups happen automatically
Quantify problem 1. Time and money for
backup tools2. High perceived value
of captured memories
What is success criteria?1. Just works2. Always Available3. Works in the background
4. Automatic5. In the cloud
How well is job done?
Not done due to lack
of time or know-how
Understand how customers buy.
Triggering eventFriction
Push
PullDesired Outcome
Inertia
HABIT
ANXIETY
ATTRACTION
PAIN/DESIRE
CONTEXT
SUCCESS CRITERIA
List the success attributes that pull your customers:
List the triggers that push your customers:
List the anxiety or risks that scare your customers::
List the habits of the present that hold your customers back::
Lean Stack by Spark59.comThe Physics of Customer Acquisition Worksheet
The first battle is fought in the mind of the customer.
If you can’t get customers inside your factory, it doesn’t matter what’s inside.
Scene 1The Push of the Trigger
Triggering event
Push
Triggering event
Desired Outcome
First focus on explicit triggers.
Scene 2The Pull of your Offer
Push
Triggering event
Desired Outcome
PAIN/DESIRE
CONTEXT
Push
Pull
Triggering event
Desired Outcome
Push
Pull
Triggering event
Desired Outcome
ATTRACTION
Define success for your customer.
Scene 3Overcome Inertia and Friction
Push
Pull
Triggering event
Desired Outcome
Friction
Push
Pull
Triggering event
Desired Outcome
Friction
ANXIETY
Antidote: Risk reversals.
Identify sources of anxiety and corresponding antidotes.
Push
Pull
Triggering event
Desired Outcome
Inertia
Friction
Push
Pull
Triggering event
Desired Outcome
Inertia
Friction
HABIT
Switching costs may be actual or cognitive.
Switching costs may be monetary or cognitive.
Identify habits of the present that hold back your customer.
Friction and Inertia aren’t always bad.
Triggering eventFriction
Push
PullDesired Outcome
Inertia
HABIT
ANXIETY
ATTRACTION
PAIN/DESIRE
CONTEXT
SUCCESS CRITERIA
List the success attributes that pull your customers:
List the triggers that push your customers:
List the anxiety or risks that scare your customers::
List the habits of the present that hold your customers back::
Triggering eventFriction
Push
PullDesired Outcome
Inertia
Triggering eventFriction
Push
PullDesired Outcome
Inertia
CONTEXT
Triggering eventFriction
Push
PullDesired Outcome
Inertia
PAIN/DESIRE
CONTEXT
Triggering eventFriction
Push
PullDesired Outcome
Inertia
ATTRACTION
PAIN/DESIRE
CONTEXT
Triggering eventFriction
Push
PullDesired Outcome
Inertia
ATTRACTIONSUCCESS CRITERIA
PAIN/DESIRE
CONTEXT
Triggering eventFriction
Push
PullDesired Outcome
InertiaANXIETY
ATTRACTION
PAIN/DESIRE
CONTEXT
SUCCESS CRITERIA
Triggering eventFriction
Push
PullDesired Outcome
Inertia
HABIT
ANXIETY
ATTRACTION
PAIN/DESIRE
CONTEXT
SUCCESS CRITERIA
Triggering eventFriction
Push
PullDesired Outcome
Inertia
HABIT
ANXIETY
ATTRACTION
PAIN/DESIRE
CONTEXT
SUCCESS CRITERIA
It’s time to act on your big idea.Validate and grow your business idea with advice from top business model coaches and lean experts.
Ash Maurya | Author, Running Lean | Founder, Spark59 | @ashmaurya
Life is too short to build something nobody wants…
