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.