Category: entrepreneurship

one hundred

My fascination with the number one hundred knows no limits.

Numbers gain importance as a result of various reasons. Some numbers, such as π, are popular due to their practicality in describing how the universe works. In religious scriptures, certain numbers (such as seven and forty) are referred to more often than others, again boosting their popularity.

Some other numbers have lost their meaning. ألف مبروك or grazie mille (respectively thousand blessings or congratulations in Arabic, followed by thousand graces or thanks in Italian) doesn’t literally mean thousand; it means a whole lot.

Zero to 100 real quick. One hundred is a popular number in pop and urban culture. (Rubs hands like birdman.) To me, the number is special, due to “percentage” being an extremely well-suited vehicle to express (compound) growth. I once got into an argument (sorry, intellectual discussion) because a befriended data scientist absolutely disapproved of me expressing a number in percentage with a sample size smaller than a hundred. He wasn’t wrong, though.

This is the 100th one minute read. Here is a little surprise to celebrate this milestone.

business art

Being good in business is the most fascinating kind of art. That’s what Andy Warhol once said, allegedly. As a (big) fan, I think this statement is interesting but accurate and fundamentally wrong at the same time.

The purpose of art is often (to be) art in itself. Obviously, oftentimes it’s used to make the spectator think, incite a certain emotion, or even take a particular action. On the other hand, the purpose of business is to create added value and profit while you’re at it.

What business and art do have in common, though, is the lack of a straightforward process. Follow these seven easy steps, and you too can create a business or art. Sorry to disappoint. Unmistakably, it doesn’t work that way.

What has to be unequivocally true about Warhol’s statement is that running a business is fascinating, to say the least.

empathy boost

What do you do when you’re sick? Power through and push on? When your body sends a message that rest is needed, how can you take a break without feeling guilty?

While feeling under the weather, your empathy (towards yourself) could get a temporary boost. That is, if you are willing to accept that, you are forced to take it slow.

On the other hand, unwillingness to accept the fact you have to take it easy makes things a lot worse. Frustration isn’t exactly going the make your todos disappear. Agitation won’t help you heal faster.

Choose the smart option. Use the temporary empathy boost to tune into your feelings. Create (mental) clarity, and leverage it when you feel all better.

two hour hook — reward

Well done! Two thumbs up. Just a last push, and you’re there. You can do this! Is a sincere, timely encouragement ever wrong? Doubtful.

Whether it’s a sports app telling you you’re halfway there while running. A language learning app letting you know how many new words you’ve just learned. A productivity tool letting you know how many hours you saved. Reaping the benefits of what you sowed is generally a nice feeling. Knowing exactly what those benefits are is even nicer.

Some people use their own motivation as a reward. Others might need more tangible items to keep them going. Those who find themselves without outside sources of encouragement can get creative with things like certificates or points to work towards tangible goals.

After your customer started exploring your product or service, they should have experienced some carefully crafted (minor) friction. Once they progress towards their goal and the offer (or functionality) has been increased in complexity, it’s time to hand out proverbial medals.

Whether it’s an act of endearment, some kind words, an unsolicited treat. Include rewards throughout your entire customer journey.

two hour hook — increasing complexity

When a goal seems completely out of reach, we have a hard time motivating ourselves to get started. On the other hand, if it takes literally zero effort, we give up easily, after a little while. Bottom line; crafting the perfect challenge is complex.

If a customer walks into a bakery (for the first time) looking for a loaf of bread, ideally, the options are rather limited. With fifty-one different kinds of to choose from, the customer will suffer. Hick’s law states that: the time it takes to make a decision increases with the number and complexity of choices.

For digital products and services offering tons of different features, go slow. Bombarding your customer with advanced functionality too early will turn them against you.

Make your product offering and services as simple as possible for first-time customers. Then, gradually increase complexity.

Increasing complexity is the fourth “two hour hook” principle. Preceded by exploration, friction, and progress.

two hour hook — progress

Exposing progress provides us with two valuable insights. How far along we are on the one hand, and how much ground there is left to cover on the other hand. What a delightful feeling to know exactly where you are en route to your goal. Progress is the third hook principle after exploration and friction.

The more we invest in something, the more likely we will see it all the way through. If you want to make sure your customer reaches the point where your product or service provides the most value, or alleviates the most pain, provide them with the ability to check on the progress they’re making at all times.

If there is much ground to cover, it will take your customer a significant amount of time and effort to end up in the place where you want them to be. In that case, introduce milestones. “Just a tiny push and you’re halfway there.” This type of motivation, at the right time, can work miracles.

two hour hook — friction

Seamless. If I had a buck for every time somebody combined the words: seamless and experience… While there are tons of good arguments in favor of creating actual seamless experiences, there are some arguments against it. “Friction” is after “exploration,” the second out of five hook principles.

A seamless experience is a combination of multiple experiences where the customer doesn’t notice any gaps. A sense of continuation throughout the entire experience is perceived. Uber, for instance, has reduced a rather substantial amount of friction in the cab-hailing experience. Hence, moving from point a to point b using a taxi has been made (much more) seamless than the (analog) alternative.

The issue that arises is this. We remember experiences better when we have to put in a (tiny) bit of effort. Inversely, when experiences are too frictionless, they can feel somewhat generic.

In your product or service, introduce tiny amounts of friction, perhaps tied to milestones or achievements. This way, your customer has a sense of achievement and might grow to love the product or service (more).

two hour hook — exploration

Thirteen years ago, I found myself lost in the middle of Shinjuku Station. One of the busiest stations (connecting trains to subways) in Tokyo, the world’s largest city. Even though I was probably a nuisance to tons of travelers, trying to figure out where to go while obstructing people flows in the process. However, due to Japanese efficiency and politeness, it never seemed to be a problem.

I had an obvious goal; make it back to the hotel. I vividly recall how I felt at the time. Mesmerized by a tremendous amount of people. Flabergasted by the big city lights. Craving teriyaki chicken due to the smell emerging from smokey alleys.

After a while, a compassionate Japanese man approached me and said: “you seem lost, may I help you?”. Minutes later, I was on my way.

If you manage to incorporate this (first) hook principle, you’re on your way to building a successful product or service.

Present your customer with a clear, unambiguous goal. A goal that leads to success. Make sure that the environment is an exciting one to be in. If your customer slows down, or gets stuck altogether, provide kind and timely guidance to help them get back on their way.

Exploring is in our curious nature. Have your product or service cater to it in the right way.

two hour hook

As little as two hours of compelling gameplay, that’s all it takes (for me) to get sucked in and become (temporarily) addicted. What would entrepreneurs give to get people hooked on their product or service in 120 minutes or less? Spoiler alert: a lot.

Five seemingly random elements make for an immersive experience — exploration, friction, progress, increasing complexity, and reward.

Products and services encompassing these principles are sure to get quick adoption and long-lasting retention.

the elephant in the chair

Instead of carefully dancing around the elephant in the room, pull up a chair for the majestic creature.

Elephants have huge ears and are sentient beings. If they’re in the same room with people talking about them, no doubt they will pick up on it.
Avoiding conflict is not a sound business strategy.

There will always be proverbial elephants in the room. Regardless of attempts to keep them out. Ignoring them just makes them sad and angry. Invite the elephant to the table.

Acknowledging is better than avoiding.