The Art of Creating Sticky Products: Insights from Facebook, Evernote, and PdM Experts

The Art of Creating Sticky Products: Insights from Facebook, Evernote, and PdM Experts

Introduction:

Creating a sticky product is every product manager's dream. A sticky product is one that users find difficult to leave due to the accruing benefits and mounting loss they experience. In this article, we will explore the strategies used by successful companies like Facebook and Evernote to create sticky products, as well as insights from experts in the field of Product Management (PdM). By connecting these common points, we can uncover actionable advice to help you create your own sticky product.

Accruing Benefits and Mounting Loss:

Sticky products leverage the data that users generate while engaging with the product to make the experience even more engaging for them. Accruing benefits refer to the idea that the more a user engages with the product, the better it gets. This can be achieved by leveraging a combination of explicit and implicit user actions. For example, Facebook's algorithm takes into account a user's likes, comments, and interactions to personalize their feed, making it more relevant and engaging.

On the other hand, mounting loss occurs when a product becomes an integral part of a user's identity or when they have invested time and effort into building a following. Users feel that they have a lot to lose if they were to leave the product. For instance, content creators on platforms like Instagram or YouTube have a following that they would lose if they were to switch to a different platform.

Insights from PdM Experts:

In the book "プロダクトマネージャー1年目の教科書," PdM expert Tatsuya Okuhara emphasizes the importance of being willing to do whatever it takes to grow the product. PdMs often find themselves in the trenches, making sacrifices and taking on various roles to ensure the product's success. They need to possess a long-term perspective while also being able to make decisions with short-term goals in mind.

Furthermore, PdMs should strive to become specialists in various fields related to product growth. While it may be challenging to become an expert in one area, having proficiency in two or three domains can make a PdM a highly sought-after asset. This breadth of knowledge allows them to have a holistic understanding of the product and make informed decisions.

Creating a Sticky Product: Actionable Advice:

• 1. Cultivate a Sense of Beauty and Aesthetics: PdMs should not rely solely on rationality when making decisions. They should also consider their own sense of pleasure and discomfort, using their intuition as a decision-making tool. Having a clear set of criteria for judgment based on their own values and aesthetic sense can help create a more engaging and sticky product.

• 2. Continuous Learning and Input: PdMs should constantly seek new knowledge and stay up-to-date with the latest industry trends. By staying curious and open-minded, they can incorporate new ideas and insights into their product strategy, making it more innovative and appealing to users.

• 3. Develop a Bird's Eye View: PdMs should strive to have a high-level perspective of the product, the organization, and society as a whole. By seeing these elements as interconnected systems, they can better understand the impact of their decisions and make choices that align with the company's long-term goals.

Conclusion:

Creating a sticky product requires a deep understanding of user behavior and motivations. By leveraging accruing benefits and mounting loss, companies like Facebook and Evernote have successfully created products that users find difficult to leave. Insights from PdM experts further reinforce the importance of being adaptable, knowledgeable, and having a holistic view of the product. By incorporating the actionable advice discussed in this article, you can increase the chances of creating your own sticky product that keeps users engaged and coming back for more.