"The Hierarchy of Engagement: From Small Functions to Self-Perpetuating Companies"

"The Hierarchy of Engagement: From Small Functions to Self-Perpetuating Companies"

When it comes to building successful products and companies, understanding the hierarchy of engagement is crucial. This hierarchy consists of three levels: growing engaged users, retaining users, and ultimately creating self-perpetuating products. As companies move up this hierarchy, their products become better, harder to leave, and ultimately create virtuous loops that make the product self-perpetuating.

But how do companies climb this hierarchy? It starts with small functions. In an article titled "「それってただの機能じゃない？会社になりえるの？」 (機能とプロダクトと会社の違い)｜原健一郎 | Kenichiro Hara｜note," the author emphasizes the importance of starting with small, exceptional functions. These functions should be linked to the actions users take on the product and their conscious awareness of the product.

Exceptional entrepreneurs and product managers understand this order and strategically introduce functions that align with user behavior and consciousness. This means that any unused functions should be dropped. Even giants like Google and Facebook began as mere functions, and it's their ability to prioritize and iterate on these functions that has made them so successful.

So, how can companies apply this knowledge and climb the hierarchy of engagement? Here are three actionable pieces of advice:

1. Focus on user behavior and consciousness: Before adding any new functions, carefully analyze the actions users are already taking on your product and their level of awareness. By understanding these patterns, you can introduce new functions that enhance the user experience and align with their existing behavior.

2. Iterate and prioritize: Don't overwhelm users with a multitude of functions. Instead, iterate and prioritize the functions that truly add value and align with your product's purpose. By constantly refining and improving these functions, you can ensure that your product becomes better over time and retains users.

3. Create virtuous loops: The ultimate goal is to create a self-perpetuating product. This means designing your functions and user experience in a way that encourages users to stay engaged and spread the word about your product. By creating virtuous loops of engagement, you can turn your product into a self-sustaining success.

In conclusion, the hierarchy of engagement is a crucial concept for any company looking to build successful products. By starting with small, exceptional functions that align with user behavior and consciousness, companies can climb the hierarchy and create self-perpetuating products. By focusing on user behavior, iterating and prioritizing functions, and creating virtuous loops, companies can ensure that their products become better, harder to leave, and ultimately lead to long-term success.