Pain is valueA cynical take on finding and creating value

All living creatures seek to avoid pain.

Avoiding pain is worth energy, time, and

money

Avoiding pain creates pleasure

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

Create pain

Eliminate pain

Fire people

Automate tasks

Social anxiety

Prada bag

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

ConsiderAspirin and cold medicine

Lunchables

Cigarettes

Facebook

So how do you extract value from

pain?

I feel your pain...

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

Lets get back in the car

* Numbers and images from Edmunds.com as of 7/14/2013

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

TeslaReduces pollution anxiety

Makes the car evolve over time

Makes a better car (focus on luxury)

Zip carRemoves debt

Removes liability

Provides flexibility of type

Reduces pollution anxiety

Ride shareRemoves debt

Removes liability

Creates social interaction

Reduces pollution anxiety

TaxiRemoves debt

Removes liability

Creates social status

Maintains flexibility

All these options causing you anxiety?

No problem...

thanks