Building Sticky Products: Lessons from Facebook, Evernote, and Foursquare

Building Sticky Products: Lessons from Facebook, Evernote, and Foursquare

Introduction:
Creating a sticky product, one that users find hard to leave and keeps them engaged, is the holy grail for many companies. In this article, we'll explore the key elements that make products sticky, drawing insights from successful platforms like Facebook, Evernote, and Foursquare. By understanding how these companies leverage accruing benefits and mounting loss, as well as the importance of intrinsic value and behavior reinforcement, we can uncover actionable advice for creating our own sticky products.

Accruing Benefits and Mounting Loss:
Sticky products rely on the concept of accruing benefits, where users perceive that the more they use the product, the better it gets. Facebook and Evernote are prime examples of how this can be achieved. Facebook provides a platform where users can connect with friends, share updates, and discover new content. As users engage more, they receive benefits like a larger network, more personalized content, and improved recommendations. This positive feedback loop encourages users to spend more time on the platform, creating an addictive experience.

On the other hand, mounting loss is another crucial element that makes a product sticky. When users have invested time, effort, or even their identity into a product, leaving becomes harder. Evernote, a note-taking app, demonstrates this well. Users who have accumulated a significant amount of valuable information and organized it within Evernote would face significant loss if they were to switch to a different platform. This fear of losing their investment acts as a powerful deterrent, making them stick to Evernote.

Behavior Reinforcement and Intrinsic Value:
Foursquare, a location-based social networking platform, initially struggled to create a sticky product due to a lack of intrinsic value in their gamification system. The original mayorship program, where users competed for the title of "mayor" of a certain location, failed to provide long-term engagement. While the program started off as a novelty, it lacked an underlying value to reinforce the activity. Users grew disinterested once the initial thrill wore off.

To create a truly sticky product, it is essential to focus on reinforcing desired behaviors rather than simply driving customer visits. Foursquare eventually revamped their gamification system by introducing features like badges and rewards. These additions provided intrinsic value to users, making them feel a sense of accomplishment and recognition for their activities. By shifting the focus from unnecessary visits to meaningful engagement, Foursquare successfully created a sticky product.

Actionable Advice:

1. Understand your users' needs: To create a sticky product, it's crucial to deeply understand your target audience and their pain points. Identify how your product can solve their problems and provide ongoing value. This understanding will help you design features that offer accruing benefits and establish a sense of intrinsic value.

2. Foster a sense of community: Building a community around your product can greatly enhance stickiness. Encourage users to connect with one another, share their experiences, and provide feedback. By fostering a sense of belonging, users will become emotionally invested in your product, making it harder for them to leave.

3. Continuously iterate and improve: Sticky products are not created overnight. It requires constant iteration and improvement based on user feedback and data analysis. Regularly assess how users are engaging with your product, identify areas for enhancement, and implement changes accordingly. By continually evolving, you can keep your product relevant, engaging, and sticky.

Conclusion:
Creating a sticky product like Facebook, Evernote, or Foursquare is a complex endeavor that requires careful consideration of accruing benefits, mounting loss, intrinsic value, and behavior reinforcement. By understanding these key elements and implementing actionable advice such as understanding user needs, fostering community, and continuous iteration, you can increase the stickiness of your own product. Remember, creating a sticky product is an ongoing process that requires constant attention and improvement.