driving growth for product managers, entrepreneurs, and technology teams
TRANSCRIPT
@tyrellmara
Driving Growthfor product managers, entrepreneurs, and technology teams
by: Tyrell Mara
@tyrellmara
/TyrellMara
Product Manager, BuildDirect
@tyrellmara
about Tyrell
Chasing 2020 Olympic Games throwing Discus for Team
Canada
@tyrellmara
about Tyrell
Lifelong passion of sharing stories of
Leadership, Impact and building High
Performance teams
@tyrellmara
about Tyrell
Love spending time with my wife (Tash) and daughter (O).
@tyrellmara
growth hacker
insatiable curiosity to understand our visitors & customers.
PM guru
about Tyrell
@tyrellmara
What does growth look like for your business?
Where are we going.
@tyrellmara
Where are you focusing?
Traffic/user growth Conversion funnel growth
User generated content growth
@tyrellmara
Building a ______ (product, feature, business)
=Building a Relationship
Our teams are thinking like
thisOur users are
thinking feeling like this.
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Our user’s _________(pain, problem, frustration)
=Opportunity to delight, engage, create sharing inflexion points
Where we go wrong: Focus on the lagging indicators (drive revenue, profit, etc.)
@tyrellmara
1. Intrinsic motivation = real value
2. Ego =‘what’s in it for me?’3. Simple & intuitive = instant
gratification
What does this look like?
@tyrellmara
Trust
@tyrellmaraSource: http://www.tyrellmara.com/why-we-need-to-treat-our-product-like-a-relationship/
@tyrellmara
We have to balance this against the constant demands and pressure of the business
@tyrellmara
If a great product is about building a relationship based in
trust…
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Don’t ask me to marry you before we go on our first date.
@tyrellmara
I don’t feel like you’ve honored our relationship when I have this thrown on my screen on the second page after downloading…
My thoughts…
“I don’t know you yet... You haven’t done anything for me, I’m not ready for this kind of commitment.”
@tyrellmara
Email Pop ups: Is this how your customer wants to build a relationship with you?
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@tyrellmara
How would you feel if after signing up for Facebook this is what they showed you in your first Newsfeed expsoure… My thoughts = TMI, how did you get this?
@tyrellmara
Facebook has incrementally built a meaningful relationship with us through hundreds an thousands of micro-transactions of trust.
Like content = continually improved newsfeedPost a photo = mini dopamine hits for every like/comment we receive
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@tyrellmara
@tyrellmara
Light bulb moment:
1. Where has a brand has built meaningful trust with you in an micro-transaction?
2. Where do you have an opportunity to do this in your business today?
@tyrellmara
What growth are you driving?
Where are YOU going?
@tyrellmara
Where are you focusing?
Traffic/user growth Conversion funnel growth
User generated content growth
@tyrellmaraWhat micro-transactions of Trust are you facilitating with your user?
@tyrellmara
What does being in a relationship with your user look like?
Intrinsic value | “What’s in it for me?” | Instant gratification
Trust
@tyrellmara
Tyrell Mara
Product Manager, BuildDirect