pain is value
Post on 15-Aug-2015
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The current economy is based on the cycle of pain creation and destruction.
The types and amount of pain determines the value
you can extract
Types of painPhysical pain
• Injury
• Hunger
• Exhaustion
Emotional pain
• Loss
• Threats
• Loneliness
Stimulate desire
Take resources
Cause emotional or physical pain
Create addiction...
Fulfill wishes
Reduce cost
Remove emotional or physical pain
Create good habits...
Consider three cars
$14,174 2014 Chevrolet
Sonic
$18,165 2013 Honda civic
sedan
$49,650 2013 BMW 3 Series Hybrid
* Numbers and images from Edmunds.com as of 7/14/2013
So why the disparity in price?
$14,174 2014 Chevrolet
Sonic
$18,165 2013 Honda civic
sedan
$49,650 2013 BMW 3 Series Hybrid
+$4,000 +$31,000* Numbers and images from Edmunds.com as of 7/14/2013
All eliminate pain• Physical effort of
walking
• Time spent in transport (boredom / reduced earning potential)
• Limited job opportunities (ability to eat and be sheltered)
• Inflexibility in mobility
• Lack of social status
• Lack of agency (gives people power literally and figuratively)
• Fear of injury
• Exposure to elements
All create pain• Debt
• Additional liabilities and overhead
• Pollution
• Additional opportunity of injury
• Forces people to
disconnect from their online world
• Alone in the real world
• Inflexibility of vehicle type
• Traffic
Why the $ difference?The civic’s extra 4k?
• History of low maintenance
• Minor (em)power increase
• Minor social status increase
The BMW’s extra $31k?
• Significant (em)power increase
• Significant social status increase
• Significantly more shiny
Go out and meet them
Field observation
Contextual research
Interviews
Surveys
Analytics
Read literature and generic
research
Understand themPersonally internalize their goals and needs.
• What products are creating pain for them?
• What products are removing pain?
• Reference customers
Institutionalize their goals and needs
• Personas
• Build expertise
• Document leverage points
Communicate with them
Product
• Feature set
• Style and appearance
• Voice and tone
• Imagery
Channels
• Advertising
• Articles, blogging and social media
• Community engagement
Remember the pain• Debt
• Additional liabilities and overhead
• Pollution
• Additional opportunity of injury
• Forces people to
disconnect from their online world
• Alone in the real world
• Inflexibility of vehicle type
• Traffic
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