Inertia, Pain and User Acqusition
In a prior post I talked about something called an adventitious growth strategy. One of the main concepts within that strategy is thinking conjecturally about what kinds of people might like to use (or might even be delighted by) your product. The value of doing this is so that you can construct theories and experiments about how to find and acquire them.
One of the ways I find it useful to consider the suitability of a theoretical user (“Sophie” or “Dillon”) for a certain product is to apply a simple mathematical formula.
This is not a formula into which you plug numerical values. But kinda just gut feel estimates. Big, small, etc. The point is in forcing yourself to think about these things as quantities, and then to relate those quantities to each other.
The simple formula I use is Inertia / Pain.
The best way to understand the implications to user acquisition is like this:
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