How Time to Value and Product Complexity Shape User Activation and Goal-Setting Doesn't Work: Understanding Systems of Desire

How Time to Value and Product Complexity Shape User Activation and Goal-Setting Doesn't Work: Understanding Systems of Desire

Introduction:

In today's fast-paced world, where competition is fierce and attention spans are short, it is crucial for businesses to understand the factors that shape user activation and goal-setting. Two key aspects that influence these processes are the time to value and the complexity of the product or service being offered. In this article, we will explore how these factors intersect and provide insights into effective strategies for activation and goal-setting.

Time to Value and Activation:

Time to value refers to the amount of time it takes for a user to experience the full benefits and value of a product or service. While it is essential to reduce this time as much as possible, there are limits to how quickly it can be achieved. Regardless of how streamlined the onboarding process is, certain products or services inherently require a longer time to value.

For example, complex products like workplace management software often have a lengthy time to value. This is because they require users to undergo a comprehensive onboarding process and integrate the product into their existing workflows. In such cases, it is crucial to ensure that users have the necessary motivation and trust before starting the onboarding flow. Display ads, which tend to attract users with low motivation and intent, may not be effective for activating users of complex products.

On the other hand, simple products like match-3 games have minimal time to value. These games can leverage misleading advertisements featuring engaging mini-games to attract users. While this may result in lower intent among users, the simplicity of the product allows them to quickly experience its value and make purchases.

Connecting Time to Value and Product Complexity:

The relationship between time to value and product complexity is intertwined. As the complexity of a product increases, so does the time it takes for users to fully understand and appreciate its value. This means that activation strategies for complex products should focus on personalized and sophisticated onboarding processes.

To activate users effectively, it is essential to consider various factors, including the product itself, sales teams, educational materials, case studies, and user acquisition strategies. By understanding the level of motivation and intent of users encountering the product, teams can create a system that builds relationships, creates awareness, and ultimately delivers value.

Goal-Setting and Systems of Desire:

While goal-setting is often seen as a crucial aspect of personal and professional development, it is important to recognize that goals are embedded within systems of desire. The desire to set and achieve goals is heavily influenced by societal expectations and the desires of others. Mimetic desire, or the desire to imitate what others want, plays a significant role in shaping our goals.

For example, the education system is a mimetic system of desire, where students' goals are influenced by societal expectations and the desires of those who came before them. Similarly, social media platforms thrive on mimesis, as people often desire what others desire.

Instead of solely focusing on goal-setting techniques, it is vital to step back and examine the systems of desire that shape our goals. By understanding these systems, we can gain a better perspective on the choices we make and explore new possibilities.

Actionable Advice:

1. Understand the Time to Value and Complexity of Your Product: Recognize the unique characteristics of your product or service that influence the time it takes for users to experience its value. Tailor your activation strategies accordingly to ensure users are motivated and ready for the onboarding process.

2. Focus on the Systems of Desire: Take a step back and analyze the systems of desire that influence your goals. Consider societal expectations, the desires of others, and the impact of mimetic desire. By understanding these systems, you can make more informed choices and explore alternative possibilities.

3. Personalize and Sophisticate the Activation Process: For complex products, invest in personalized onboarding processes that cater to the individual needs and motivations of users. Provide educational materials, case studies, and support from sales teams to help users fully understand and integrate the product into their workflows.

Conclusion:

Understanding the interplay between time to value, product complexity, and systems of desire is crucial for effective user activation and goal-setting. By recognizing the unique characteristics of your product or service, tailoring activation strategies, and considering the systems that shape your goals, you can optimize your approach and achieve better results. Remember, achieving success is not just about setting goals but also understanding the systems of desire that influence them.