Creating a Sticky Product: Combining User Engagement and Ethical Principles

Creating a Sticky Product: Combining User Engagement and Ethical Principles

Introduction:

In today's competitive market, creating a sticky product is the key to success. Companies like Facebook and Evernote have mastered the art of keeping users engaged and making it difficult for them to leave. This article will explore the concept of sticky products and how companies can leverage user engagement and ethical principles to create a product that users can't resist.

Sticky Products and Accruing Benefits:

Sticky products are those that use the data created by users to enhance their experience and make it more engaging. This is achieved through accruing benefits, where users feel that the more they use the product, the better it gets. Leveraging explicit and implicit actions is a powerful way to create strong accruing benefits. For example, a social media platform can offer users new follows or followers as they continue to engage with the platform. This creates a sense of value and keeps users hooked.

Mounting Loss and Dependence:

Another aspect of creating a sticky product is the concept of mounting loss. As a product becomes ingrained in a user's life, it becomes harder for them to leave. This can be due to a sense of dependence, where the product has become part of their identity or they have accrued some sort of value from it. For example, influencers on social media have a lot to lose if they leave the platform, as they would lose their invested followers and the value they have built. Testing the claim, "I'd have a lot to lose if I left this product," is crucial in understanding the level of dependence users have.

The Right Thing 101: Incorporating Ethical Principles:

In addition to user engagement strategies, ethical principles play a significant role in creating a sticky product. John Maxwell's six principles of doing the right thing can be applied to product development as well:

• 1. Valuing Others: Valuing users simply because they are human beings is the foundation of ethics. Companies should prioritize the well-being and satisfaction of their users, not just their ability to generate revenue.

• 2. Appreciation: Showing gratitude and appreciation to users is essential. This can be done by thanking them at every opportunity and giving credit where it's due. Recognizing and acknowledging the contributions of users creates a positive relationship.

• 3. Trust: Trust is the cornerstone of any successful product. By trusting users, companies can foster a sense of loyalty and reliability. Distrust can breed skepticism and hinder user engagement. Trusting users can make them trustworthy in return.

• 4. Respect: Respecting users is vital for creating a sticky product. When users feel respected, they are more likely to perform at their best and work with excellence. A respectful leader sets the tone for the entire user experience.

• 5. Understanding: Understanding users' needs and perspectives is crucial. Companies should strive to connect with users on a deeper level and meet them where they are. Putting the burden of connecting on the company, rather than the user, fosters a stronger bond.

• 6. Avoiding Taking Advantage: Companies must ensure that their actions are not perceived as taking advantage of users. If there is any chance that users could interpret the company's actions as exploitative, it is a sign that the product or service is not aligned with ethical principles.

Actionable Advice:

• 1. Incorporate data-driven features: Leverage user data to enhance the user experience. Identify patterns and behaviors that can be used to personalize and improve the product.

• 2. Foster a sense of community: Create a platform where users can connect and interact with each other. This sense of community adds value and encourages users to stay engaged.

• 3. Continuously improve and innovate: Keep evolving the product to stay ahead of the competition. Listen to user feedback and implement updates that address their needs and desires.

Conclusion:

Creating a sticky product requires a combination of user engagement strategies and ethical principles. By leveraging accruing benefits and mounting loss, companies can keep users engaged and make it difficult for them to leave. Incorporating ethical principles such as valuing, appreciating, trusting, respecting, understanding, and avoiding taking advantage of users further enhances the sticky product experience. By following these principles and taking actionable steps, companies can create a product that users can't resist.