What kind of advice should you listen to? building a desire engine pdf

@nireyal NirAndFar.comThe Desire Engine Var.. @nireyal ability NirAndFar.comFactors of ability Time Money Physical effort Brain cycles Social deviance Non-routine... @nireyal NirAndFar.c

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What kind of advice should you listen to?

1 Advice that helps you build something people want

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2 That fits your business model

3 That fulfills your

purpose in life.

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I’ll try to help you with

all three, if

- Your business depends on

frequent user engagement.

- You are not evil.

Then, you should stay.

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Spoiler:

The answer is habits.

High Low

Garbage

K < 1

K >1

Facebook, Paypal, Pinterest

Evernote, Pandora, AmazonSpammy apps

Habits > Viral

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Me

A bias to build first

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How learn?

Patterns

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“OMG? businesses”

Vitamins or painkillers?

Selling vitamins

- Emotional need, not efficacy

- “Makes me feel good knowing ”

- Unknown market

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Vitamins or painkillers?

Habit when not doing

causes pain.

Creating pain?

(more of an itch)

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Best odds of success

= founder / market fit

Access + Speed + Data Everything is becoming

more addictive

Desire Engines create habits

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The Desire Engine

Var Reward Investment

External Internal

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Trigger

Trigger Examples

Alarms Advertising Calls-to-action

Emails Stores

Emotions Routines Situations Places People

What to do next What to do next is in

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Habits aren’t created, they are built upon

• Formulate consistent calls-to-action.

• Each embedded answer to “what is this

for?” supporting the internal trigger.

External trigger

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Internal trigger

• What is the existing behavior you’re

attaching to?

• When would user engage?

• Know the narrative “Every time you

(verb), use ”

Dissatisfied Indecisive Lost

Tense Fatigued Inferior

Fear of loss Bored Lonesome Confused Powerless Discouraged

Negative emotions are powerful internal triggers

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Habit-forming products provide a solution to an

internally triggered

problem.

Depressed people check

email more.

(cause or effect?)

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The “Instagram moment”

- Bored, lonesome, curious

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Action

when doing < thinking

= action

Pain Fear Rejection

Sensation Anticipation Social Cohesion

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Factors of ability

Time Money Physical effort Brain cycles Social deviance Non-routine

Focus on ability and triggers

before motivation

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Focus on ability and triggers

before motivation

How likely is the intended action?

B = m.a.t.

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Sufficient motivation, high ability, clear triggers

How likely is the intended action (Tawkon)?

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triggers = interface design

Variable Reward

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Curious by nature

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The search for rewards

the Hunt

the Tribe

the Self

Search for Social

Rewards

the Tribe

- Acceptance

- Sex

- Power

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Search for Resources

the Hunt

- Food

- Money

- Information

Search for Sensation

the Self

- Mastery

- Consistency

- Competency

- Purpose

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Tribe, Hunt, or Self?

Tribe, Hunt, or Self?

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Tribe, Hunt, or Self?

Dare you not to scroll

Rewards Decay

• As rewards become predictable, they

become less novel

Finite Variability Infinite Variability

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Investment

• Where user does a bit

of “work.”

• “Pays” with something

of value: time, money, social capital, effort, emotional commitment, personal data

Little investments,

big results

Group 1:

83% refused Group 2:

76% accepted

Investing in Any.do

• Investment into the

product with time, data, and social

capital

• Loads the next

external trigger and teaches the internal trigger - when? and

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Desire Engine Canvas

Var Reward Investment

When Desire Engines works:

High habit potential:

- Frequent behaviors

- Fast cycles

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Cycles over time

Increase motivation and difficulty of action

The Desire Engine helps

you create and prioritize

hypotheses to test.

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1 Start with the intended

ACTION

• What behavior does your

business model depend on?

• Make simple and defined “We

want user to want to scroll.”

2 Think of what the INTERNAL TRIGGER will be.

• What’s the existing behavior

you’re attaching to?

• When would user engage?

• Know the narrative “Every

time you (verb), use ”

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3 Find the EXTERNAL

TRIGGER(s)

• Formulate calls-to-action.

• Each embedded with a

consistent answer to “what is

this for?”

4 Add VARIABLE REWARDS

• Must be authentic and meaningful

to the user.

• Formulate multiple hypotheses

using various types of “searches

for rewards” (tribe, hunt, self)

• Change frequency and amplitude

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5 Ask for INVESTMENT

• Does it increase the likelihood

of the next cycle through

Desire Engine?

• Time, money, social capital,

data, emotional commitment,

physical effort.

Examples

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Email

R I

Icon on phone Open unread

Twitter (Consumer)

R I

Facebook, friend, email

Scroll

Information (Hunt)

Follow

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Twitter (Creator)

R I

App icon, mention, message

Re-Tweet or Tweet

Social feedback (Tribe)

Connect with others:

@ reply, DM

Boredom, curiosity, Lonesome

Be a facilitator.

BUILD the change you

want to see in the world.

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