Building Products with Impact
Applying the “Made to Stick” Principles
Building Products with Impact
Applying the “Made to Stick” Principles
In product creation, it’s one thing to have an idea and another to ensure it sticks. While reading “Made to Stick” by Chip and Dan Heath, I was struck by the simplicity and effectiveness of the SUCCES principles outlined in the book. As a product strategist, I instantly saw how these principles can be directly applied to product building. Let’s delve into these principles and see how they can shape product development and marketing.
1. Keep it Simple
The goal is to strip down to the core of your idea, removing any unnecessary elements.
Why?
In our world filled with constant information bombardment, simplicity stands out. A memorable product is often a simple one.
Product Strategy:
- Focus on Essentials: Determine and highlight the main features that drive your product’s value.
- Clarity in Design: An easy-to-use, intuitive interface is key.
- Speak the User’s Language: Avoid jargon. Describe your product’s value in words your user understands.
2. Embrace the Unexpected
It’s about adding an element that deviates from the usual — a pleasant surprise.
Why?
Curiosity is a powerful motivator. Unexpected elements grab attention and keep users engaged.
Product Strategy:
- Stand Out with Unique Features: Give users something they don’t find elsewhere.
- Add Playfulness: Use gamification to enhance user engagement.
- Launch with a Bang: Introduce new features or updates in a way that sparks intrigue.
3. Make it Concrete
Represent your ideas in tangible, relatable ways.
Why?
Concrete ideas are easy to grasp, recall, and share.
Product Strategy:
- Show Real Benefits: How does your product improve real-life situations?
- Utilize Familiar Examples: Ground your product’s benefits in scenarios users can relate to.
- Encourage Hands-on Learning: Offer interactive tutorials for a firsthand experience.
4. Prioritize Credibility
Ensure that users can trust and believe in your product.
Why?
Trust is the foundation of user commitment.
Product Strategy:
- Back Your Claims with Data: Share any research or data that supports your product’s claims.
- Amplify User Voices: Showcase genuine testimonials and user reviews.
- Offer Trial Runs: Allow potential users to experience your product firsthand through trials.
5. Tap into Emotions
Create a connection by evoking emotions.
Why?
Emotional engagement fosters user loyalty and drives organic promotion.
Product Strategy:
- Personalize: Use data to offer features tailored to individual users.
- Share Stories that Resonate: Emotional narratives can amplify your branding efforts.
- Show You Understand: Address user pain points with genuine empathy.
6. Narrate Stories
Weave narratives around your product.
Why?
Stories make your product relatable and guide users towards desired actions.
Product Strategy:
- Celebrate User Success: Share stories of how users have benefitted from your product.
- Recount Your Origins: Sharing your product’s creation journey can be powerful.
- Highlight Real-world Uses: Case studies can solidify your product’s value proposition.
In conclusion, the SUCCES principles from “Made to Stick” are not just about making ideas stick; they’re about ensuring products resonate, are remembered, and, most importantly, are used. As product creators, it’s essential to incorporate these principles to not only design products but also to craft memorable user experiences. Happy product building!