Building Sticky Products: The Power of People and Engagement

Building Sticky Products: The Power of People and Engagement

In today's digital age, where information is readily available at our fingertips, the thing that we as people care the most about is other people around us. Mark Zuckerberg, the founder of Facebook, highlighted this at Startup School 2013. He emphasized that while the internet and search engines have indexed vast amounts of information, the personal information and connections between individuals remain largely unindexed. This realization led to the creation of Facebook, a platform that allows us to connect and share our lives with others.

Zuckerberg's insight into the importance of human connections aligns with the concept of "sticky products," as explained by Sarah Tavel in her article on Medium. Sticky products are those that use the data a user creates while engaging with the product as fuel to make the experience even more engaging for that user. They become something users depend on, part of their identity, and a product in which they've accrued value.

One of the key factors in creating a sticky product is leveraging the combination of explicit and implicit actions. Explicit actions are the actions that users consciously take, such as posting a status update or sharing a photo. Implicit actions, on the other hand, are the actions that happen in the background, often without the user realizing it, such as liking a post or commenting on a friend's photo. By combining these two types of actions, sticky products can provide users with accruing benefits and create a sense of mounting loss.

Accruing benefits refer to the idea that the more a user engages with a product, the better it gets. This can manifest in various ways, such as gaining more followers or receiving personalized recommendations based on user behavior. Facebook, for example, offers accruing benefits through its algorithm that shows users content from friends and pages they interact with the most. As users continue to engage with the platform, they experience the benefits of a more tailored and relevant experience.

Mounting loss, on the other hand, occurs when a user becomes deeply invested in a product. This investment can be in the form of a following, a network of connections, or the time and effort put into curating content. As users accumulate value within a product, the thought of leaving becomes daunting because they would have a lot to lose. This psychological aspect plays a significant role in creating stickiness and keeping users engaged.

So, how can we apply these insights and create sticky products of our own? Here are three actionable pieces of advice:

1. Focus on building strong communities: Zuckerberg emphasized the power of communities at Startup School 2013. When people come together and channel their energy towards a common goal, incredible things can be achieved. By fostering connections between users and facilitating meaningful interactions, we can create an infrastructure for our product to thrive.

2. Utilize explicit and implicit actions: To create accruing benefits and mounting loss, we need to leverage both explicit and implicit actions. Encourage users to actively engage with the product, but also design features that provide value in the background. This combination will enhance the user experience and make it harder for them to leave.

3. Personalize the experience: Tailoring the product experience to each individual user is crucial in creating stickiness. Use data and algorithms to understand user preferences, behaviors, and patterns. By providing personalized recommendations and content, users will feel a stronger connection to the product and experience accruing benefits.

In conclusion, the power of people and engagement is the driving force behind sticky products like Facebook and Evernote. By understanding and tapping into the human desire for connection, we can create products that accrue benefits and mount loss, making it harder for users to leave. By focusing on building strong communities, leveraging explicit and implicit actions, and personalizing the user experience, we can increase the stickiness of our own products and create a lasting impact.