2. Class Instructions: - Hi. - Welcome to the class to learn how to get your 1st 1,000,000 users. - The way it's gonna work is you're gonna go through each section in the video that I've - reported for you go through all those lessons and then we're gonna have a viral mapping - project Well, - which will look at your exact product and map it out. - Once you've gone through each of the lessons and you've done your viral map, - you'll use those as a touch point to always go back to when you're creating in iterating - your product towards getting your 1st 1,000,000 users from time to time also have live - sessions that you'll be able to join. - Good luck with the class, - and I wish you the best of luck with your projects. 3. My History: - All right. - So the first thing that I'm gonna talk to you about is myself, - my background real quickly. - Ah, - So right now, - I'm in ST Petersburg, - Russia, - moving around, - traveling around, - meeting a lot of startups like yourselves, - learning a lot from each one, - learning a lot from my own projects. - And hopefully I can convey a lot of that to you during the next few lessons in with our - projects. - And so I started off with engineering backgrounds, - which I think, - you know, - a bunch of people do that get into the text. - Fear I had no idea about tech startups at the time, - was obsessed with the space program. - Wanted to be an astronaut's, - ended up, - then becoming obsessed with Russia. - Then when I graduated, - I moved upwards of Russia actually to Moscow and worked in advertising for about a year - like the job, - but then decided, - you know, - much rather be working for a smaller company that was making its own product instead of - advertising someone else's. - At the time, - I had no idea that that was a great definition of a tech startup, - but what I ended up finding was a few tech startups worked on a few fairly large projects, - which brought me through, - uh, - out of Moscow. - London on about 2.5 years ago moved to New York. - Uh, - a lot of those projects we gained our user base, - you know, - through bribery or user acquisition. - Free user acquisition, - Not much paid stuff on. - So that's a lot of this class is gonna concentrate on that. - Another thing that I learned during that time through trial and error and a lot of mistakes - was, - you know, - a good product process. - And that's another thing that this class is gonna cover. - And so I hope you find all these things useful on Let's get started. 4. The Secret to My Success: - a lot of people don't like to tell you how they become successful, - but part of this class is I'm trying to do just that. - Uh, - there are tricks. - There are there are lessons that you learn along the way, - maybe quick things that you could do to improve certain things. - But when I look back on my career, - so far the real secret to my success has been the product process, - the interpretative product process of slowly but surely heading in the right direction with - tweaks that make your product better. - And so when I think about product process, - the main thing is this idea that I'm using the metrics that I'm seeing in the live version - to then decide whether to decide what tweets I want to do. - Eso When I think about these things, - I figured them is in three stages. - So I have the the past age. - So the past stages a suffrage pretty much just went live, - been live for a few days. - That's the stuff that I'm collecting the metrics on to see to see whether the things I just - released are working or not. - I've got the current stage and so the current stage is what, - in my case, - my developers working on in your case, - you might be the developer. - So you know, - whoever's coding programming building that current stage but you want to do is not. - You don't want to mess with that Current states just let it be built, - and I usually used in. - This isn't for everybody. - I usually use a two week sprints iteration. - Some people do continuous release One of the problems that I see with that it doesn't allow - you to do the right product process. - Sure, - as a developer, - you probably could do it, - no problem. - But as a product owner to go through this right process of collecting metrics and then - deciding what you know, - the best move forward, - it's better to put it into these kind of blocks. - And I do a two week block. - So you got your past age of current stage. - Then you got your future states, - so your future stages what you're deciding. - Eyes gonna be built next is what your wire framing. - It's what's your putting, - you know, - into your product task lists and deciding Okay, - this is gonna be the next things that we're gonna build the next things that is going to - move into the current state, - the future stage needs to be. - And this is the most important thing. - This is a secret to my success, - if I could name one thing is the future stage needs to be based on the metrics that you're - seeing in the past age. - And so what are few extra things that I can tell you? - You know, - a few other parts of this. - So basically what you're building, - what you're deciding that you're gonna build in the future stage is like I said, - based on those metrics are just saying in the past stage. - So the metrics that you're seeing in the past age in, - you know, - the question that I get a lot of my classes is Okay, - what metric should I be judging? - What metric should be watching? - And so the metrics that you should be watching are the ones that are going to tell you - whether that thing that you just released is working or not working, - as in, - it's everything that you build these toe, - have a goal. - So let's let's use a very simple example. - So I say, - Okay, - I'm gonna build a button on that page. - I'm gonna add a button to that page. - My goal for that button is I want more people to press on the button. - Let's say I had a link their small link before. - Now I want a bigger button. - So my goal for that button adding that button for building that button is to get more - people to press on that. - Right? - So the metrics that I'm gonna be looking for that is basically okay. - How many people lands to that page? - How many people press that button? - How many people press something else comparing that to the stats that I had about the - number of people that were landing to that page and the people that were pressing that - smaller link on then seeing if that bigger button increased the amount of people that - clicked on it, - and in that case being a good thing and something that I want? - Uh, - obviously things get more complicated in real life, - but that's really you need to be looking at that granular level, - and that's really the metrics that you need to be paying attention to. - Now there's other metrics that you need for investors are board meetings and stuff like - that. - This whole classes, - talking about product process. - It is. - There's probably plenty of other classes. - I will tell you how toe you know, - work with investors and work with inborn meetings. - Those air different metrics usually doesn't usually not to say that their vanity metrics, - but they're usually other metrics that arm or important for particular reasons the metrics - that are important in the product processes to make sure that you're heading and your - building in the right direction. - And so the metrics that are important there is the things that will tell you that. - So if you ask the question Okay, - what metric should have should I pay attention to a less I'll just, - you know, - ask you back. - You know what? - What are you trying? - What's the goal? - What are you trying to build their What? - What did you just add? - Okay, - what's gonna tell you whether that you reach your goal and those of the metrics that you're - gonna watch Another thing? - Another question that I get a lot is about. - Okay. - What kind of tools do you use? - So my take on this is you know, - I've never I've never come into a project, - whether it was my own project or or a project that I was consulting on on said, - Oh, - wow, - you know, - the reason why this project isn't working or, - you know, - make this project so much better is a different tool. - Tools are there for purpose. - They don't necessarily. - You know, - tools are only as good as the people using them in the process that they're using to use - them. - And so, - in most cases, - the tools you know for myself, - for metrics, - I use Google analytics and mixed panel use makes panel because it's more real time these - Google analytics, - because it's very powerful when it has a lot of stuff, - and it's pretty, - uh, - I wouldn't get too caught up in what tools to use. - As long as you're able to collect the metrics that you want and video on de, - everybody's able to easily use whatever tool your using because you know that's the most - important thing. - If you have members of the team not wanting to interact with the tools that you're using, - that could become a big problem very fast. - One last thing on this section is that the question arises okay, - Well, - you know, - what about a B testing, - you know, - Is that good? - Is that bad? - You know, - I recommend when you're starting off when you're starting to get used to this product - process of, - you know, - why are framing and deciding what's your gonna build next? - Based on the metrics that you're seeing from the stuff that just went live, - I would get used to that process and go through a few iterations before you start - complicating it with a B tests. - However, - once you are comfortable with that process, - then yet definitely 80 tests definitely quicken up the process. - It means that you can You can figure out two things in one generation as a supposed to - waiting for two iterations. - So again, - some of this will sound like common sense. - You'll you'll think, - Oh, - yeah, - I'm doing this. - But you need to be very strict about this process. - This is the most important thing. - If you do everything else and you ignore this part of the class, - a lot of it's not gonna work because you're not gonna be iterating in the right direction. - You're gonna be a lot of people are you know, - the building something they're going live with it. - They look at a couple of metrics and try to decide. - Okay, - you know that work that didn't. - But they're not doing this in a very methodical scientific method type. - You know, - isolate one variable. - Make sure that you have the metrics that will tell you whether it worked or not that thing - that you just built, - Um, - So make sure that you get this right, - make sure that you do it very methodically, - and then you can really start concentrating on the rest of things that we're gonna learn in - this class. 5. False Hope and Failed Ideas: - this lesson is all about where I used to be. - I used to be exactly where a bunch of you guys are right now. - I actually had a folder on my work computer that said one of the files was a word document - with all my ideas for the name was how to get to one million users. - Another one was even cheesier. - It was ideas for taking over the world. - I'm sure there were some great ideas there. - Uh, - so we're gonna run through a few of the ideas that I've had over my career. - And basically, - if you know the reasons why they didn't work out and so let's start with, - uh, - it's not as popular anymore, - but as you if you look to your slide, - so it's buying database. - But the real lesson is to pay for what you want. - And so he used to be more popular that you would buy, - say, - you know, - people would have a database of, - like, - 50,000 emails or 5000 emails, - whatever the number. - And so these are people that opted into different marketing messages and that work put - together and then resold off the problem with the business model that many people - encountered back then was basically you would pay for 50,000 emails. - But you don't actually want 50,000 emails. - What you want to say? - You know what I wanted at the time. - And I want 5000 people to register on my project. - Uh, - so what you need to be careful about is that you're always paying for what you want and not - some abstraction of that. - So make sure that your if you want people if you want, - sign up. - So make sure that you're paying for sign ups, - not for e mails that may or may not turn into science. - Next Big One is, - uh, - the idea. - You know, - a lot of our ideas are we like them because they're possible. - All right, - So just as human beings, - we like doing things, - or we'd like planning things that we know we can do. - So you know the ideas. - You know, - the example idea here is plugging the site on blog's and forums. - So you plug your you go around, - you say, - Hey, - check out the side. - It's the best side ever. - Hey, - check out the side. - It's best I never the problem with that where you have an intern do it. - The problem with this is obviously it's not scalable. - You can't get 1000 of yourselves or 1000 interns to go around, - and they continually do this. - And so, - for the most part, - is it is a bit of a waste of time, - and we get sucked into these things because we know we can go into the office tomorrow and - make a huge spreadsheet of everybody was your contact and then start contacting them on. - That's fine in the beginning stages. - You know if it if it's a way to get 50 users or 100 users, - and that's great. - But if you if you want to scale this into something, - if you want, - you know, - 100,000 users or even 50,000 users, - you're gonna have to find different methodologies, - viral methodologies and not these kind of manual things that just can't be scaled. - Uh, - next one is the general idea here is, - and I think a lot of us fall into this trap is it's the idea that you know, - the Colts of products, - I would call it so It's the concept that a lot of people put out there in their PR and - stuff like that. - So you have a successful company and then they like to go and put out the PR. - You know, - it's different publications saying, - Oh, - well, - the reason we're so successful is because we've listened to everything our customers said - and and we did it. - Thea unfortunate thing is that this isn't true. - And so it leads a lot of us Australians that we find out the hard way that it's not - actually true. - Uh, - you know, - when you're building your project, - you know you're spending so much time and effort and in many cases of your know your own - money, - you need to stick to your vision for at least you know, - the 1st 6 months, - maybe even to a year and not so quickly changed to try to satisfy the first you know, - 50 users that you have in the 1st 100 users that you have. - You know, - you know, - the great example that I you know I like to give is you know, - if you're selling cats on your website so you have a website, - his house cats and then you have five of your users out of your 1st 50 say, - and they would be really great if you want to sell it. - If you could sell dogs, - you don't have to run out the next day and build the dog selling components to your website - . - Um, - because the hard reality of it is just but pleasing those first. - You know, - 10 are 50 or 100 users. - If you if you do everything that they say, - it doesn't mean that they're going to somehow multiply into 50,000 users. - It doesn't magically happen like that. - You need to actually have viral mechanics in your in your products to grow your user base. - So the next the next next time, - the infamous list of major failed ideas in the career of Michael Gear offline advertising. - So you know this is a really easy concept, - you know, - think about like the worst converting online advertising that's that's you. - You've tried, - you know, - whether not to pick on anybody. - Different advertising works for different people. - Let's say Facebook ads. - Let's say you think Facebook ads just convert horribly for your particular product. - Now, - whatever you think is the worst. - If you think Facebook ads is the worst, - it's still gonna kick the ass of any offline advertising that to do. - It's just because the conversion rate from an offline advertising, - say, - billboard or TV commercial, - or someone that the conversion rate you know, - money and time spent, - you know, - to put it together to actual user on an online project so offline to online it's just - always incredibly low. - And so you're always going to, - you know, - if you have unlimited resource is that's great. - But most of us don't. - Almost all of us don't. - And so you need to put those resource is and what's gonna convert the best. - And that's gonna be an online, - an online advertising format. - Last but definitely not least is three idea making the coolest home page ever? - You know, - if only we make just this amazingly attractive, - amazingly motivational home page. - It's obviously gonna boost our user base and that again, - it's a false of the the more popular one. - These days along the same lines is create the best you know, - the most amazing video that shows the full vision of my product on explains its of user - ever. - In that case, - you know, - again, - it's you only have the best way to explain. - It is the only have the user for, - like, - 10 or 20 seconds of their attention at the most. - And so you need to. - You need to hook them with one thing that they want that your product can give them. - You need to hook them with that. - You get them to sign up and then, - you know, - over the next weeks and months when they're using your product, - sure, - you can show them the amazing vision and then everything That's great about you know, - your entire product. - But you don't want to try to sell them your entire product right there in that 10 seconds - that you got. - And so video definitely takes too much time and again. - Your purpose never has to be this to sell them on your on your entire vision. - You know they're not an investor. - You don't need to sit down and sell them on your entire vision. - Their their user, - they what they want. - They want something and they see that your site and give it to them. - They'll join up and they'll become a user of your site, - and then that's what you need to concentrate on. - All right, - so that's uh, - taking you down the road of the worst failed ideas in my career, - and I hopefully that will help you skip a few of them. 6. Seeding Methods: - this lesson. - We're still not to the vire ality component of the class and also and actually this lesson - we'll go quickly through. - Uh, - but as I gave this class, - uh, - in person, - in many places, - you know, - I encountered a lot of people that really had no user base and, - you know, - the viral kind of stuff. - Although it can start from very, - very small user base, - you know, - even 50 people. - I thought I'd be useful to kind of go through a couple methods. - Teoh getting those first people, - Um, - and so the 1st 1 that will talk about it. - There's just a few general lessons that I learned along the way with this one is - partnerships, - So partnerships is, - although it could be a really huge leap forward in the beginning, - it also could be a big time waster, - because if you're waiting for another company to say yes or no for your own company to move - forward, - it's a bad situation. - And so partnerships always should be seen as some kind of parallel path that you could be - taking on the side, - hoping that it will work out. - But you need to have a plan to you know, - build your user base on the room as well, - so that the main thing with partnerships and this kind of goes back to one of our other - lessons is you know, - partners, - business partners are another person that you don't need to sell on your whole vision again - . - They're not like investors that are actually gonna have an equity stake or by part of your - company business partner is not gonna make money just because your company makes money. - A business partner is gonna make money because your company helps him or his business make - make money. - And so you need to concentrate on that. - You need to very quickly from the beginning stages of talking with the new business partner - , - you need to find a new possible business partner. - New potential business partner is you need to find out what they want. - What they need on this could be as specific as find out what the particular manager that - you're talking about once because sometimes that won't be exactly the same thing. - A lot of times, - that particular person that you're talking to and that will be able to sign off on the deal - doesn't actually care about his company making a lot more money, - maybe cares about some other metric that allows him to make money for her to make money. - So you need to keep that in mind. - So when you find out what the partner needs and you need to find out, - you know how you can present him or her that your company can actually provide what he - needs. - You know what, - what, - what the business partner needs. - And so that's that's what you need to concentrate on. - First find out what they need, - then find out how your company could give it to them. - All right, - so the next one will talk about a private beta. - I'm sure a lot of you know or, - you know, - I've heard about Private Beta. - It's probably not all of you that understand that you know the best way to use Private beta - or what's great about private beta. - So bribe, - it is. - You have a close sites and you collect email addresses, - and then you decide when you're gonna allow that user. - It's a joint your site on. - So the best thing about this is when you're in those early stages on your making, - these first builds, - and you need to, - as we went through in the lesson One of the lessons before you need to get metrics. - So you need to have users landing onto the page pressing the buttons. - Eso that you get the metrics to tell you what you can tweet next, - right? - And so great thing about private beta as you collect, - say, - 500 email addresses or 1000 email addresses. - Then you release a new bill, - say, - on a Tuesday, - you can then decide. - Okay, - Well, - I'm gonna I'm gonna send 200 emails. - I'm gonna get 50 people landing on to this page. - I'm going to get the metrics that I need to tell me, - You know, - whether the thing that I just build is working or not, - And then I can use those metrics to decide on that future stage what I'm gonna do, - what I'm gonna build next. - And that's the great thing about private beta. - Bad thing about probably eight is it is a closed system. - So you at that point, - you can't really test your viral systems as well. - Oh, - are you really can't test your whole site as well? - You? - It's not exactly you know the the open environments is gonna show you different things - about your site that closed environment is going to. - And so it's very important once you have a constant stream, - is that you know pretty constant stream of traffic coming to your site that you get out of - private beta because that exclusivity and all that other stuff don't worry about that. - Once you have a constant seem stream of traffic, - get out of private beta and start building much faster. - The last, - you know, - main one that I've used in my career for new projects just to get those first again. - These are not scalable user acquisition things. - These are just a way to get those first. - You know, - a few 100 users and I've used newsletters. - So, - you know, - in the tech sector, - there's a lot of popular newsletters. - You know you can get promoted in those you get, - you get promoted in one of those, - you'll get your 50 users. - You get your 100 users landing. - Teoh planning to your project, - and you get the. - Then you'll get the metrics that you need to keep building. - Uh, - you know, - there's probably 5000 other ways to get your first few 100 users getting some press, - getting named and blog's. - All that kind of stuff works. - But the problem with all this stuff, - obviously, - like I said, - is it's not scalable, - and so that's what we'll get into in the next few lessons. 7. Three Levels of Virality: - All right, - so now we get to Vire Ality. - Now, - if you look at the slide that says three levels of virology, - you'll see that these are the three types of virology that I look for in every product that - I make consults with the startup. - I try to look through their products and their assets and and see, - you know what types of Iraqi weaken create, - and it's gonna be 11 of these three types. - Now, - let's go through real quickly to give you the overview. - There is inherent vier ality. - There's trade by reality, - and they're sharing by reality. - These are my terms. - You might you might see them called something else on different websites. - I think inherent buyer ality is probably the most common term, - and I think most people use it the way that I do for inherent by reality, - which is the most powerful type of Iraq ality. - It basically is when the user will get more value from the product if they bring someone - else into the product so they don't care about, - you know, - telling their friend about something cool or anything like that, - they simply want to get more value out of the product by bringing someone else into the - product. - A great example of this is Dropbox, - So most people think of drop boxes by reality as the trade component, - which will get into in a second. - But the inherent component of drop boxes Vier ality, - based on my career's probably much more is is very likely the much more powerful for them. - And so when you let's, - let's think about what do you do with drop onto you? - Upload all your files to Dropbox and yeah, - you could keep them, - you know, - completely private and locked away forever. - But most of us, - as users of Dropbox at some point or another, - need someone to look at one of those files. - We need that to get more value out of it. - So say it's a colleague, - that we need to look at a particular document or family member that that we want to show a - photo to. - We direct them to Dropbox because and in that way we're able to get more value out of the - product. - Uh, - another easy example, - I think you know, - is draw something. - So you're not gonna sit around playing draw something for too long? - by yourself on. - So you're not thinking all my friends gonna love this. - You're thinking, - Hey, - I want to play with someone. - I'm gonna bring my friends into this experience because I want to get more value out of out - of draw something. - The second type of Iraq ality is trade by rounding, - and I started to think of this that is basically an artificial type of inherent fire ality - . - So whereas an inherent buyer ality the person, - naturally, - the user naturally understands that they're going to get more value out of the product by - bringing someone else into it in trade ray out trade by reality is basically the system is - setting up a situation and making it clear to the user that they're gonna get value if they - bring someone if they invite someone right. - So again, - another great example is dropbox. - And this is the one that most people kind of, - you know, - no as as the bread and butter. - But as I've asserted, - I think it's probably, - you know, - their secondary source of user acquisition is with Dropbox, - They say. - Okay, - well, - if you invite people to Dropbox will give you will give you extra space right, - and although very effective, - it's probably not as strong as the inherent Vier ality that Weeks explained in the first - part. - The third type of buyer ality and by far the weakest is sharing. - So this is Mawr, - the type that everybody really talks about, - Where is Oh well, - the person just wants their friends to see this cool new thing, - or they love it so much that they need to tell their friends about it. - Although it sounds great, - it is not. - It's a very weak emotion. - You know, - people, - people are more focused on, - you know how they get more value out of the product and less focused on how their friend - might get value out of product. - And so, - with sharing, - it's really you know, - they have no real reason, - selfish reason, - I would say to bring another person into this product. - They just, - you know, - there's a little bit of Social Capital exchange that Oh, - you know, - if I bring this cool new product to my friends that they're gonna think I'm a bit cooler, - but it's not a very strong emotion, - and so, - in most cases, - just to kind of lay it out for you if you if you had all three. - If you had inheritance trade and sharing all three types of Iran ality working in your - product, - then you know you probably see about 60% to 65% of years acquisition from inherent. - You probably see about 25% from trade, - and you really only see the rest of that made up of of the sharing component. - And so you really, - if you can you want to find the inherent component of the inherent type of virology. - It's always good to add on some of the trade Vier ality on top of that, - you know, - I've done projects in the past where it was only trade by reality, - and it works. - It's just harder. - If you could find the inherent component, - then you know it's so much easier and you grow so much faster. 8. Pavlovian Viral Loop: - So this lesson is a bit of the bread and butter of the way I think about products. - You know, - I took my first psychology class. - I was on a study abroad, - over in Oxford. - Uh, - not so in love with the It was just so straightforward, - so logical to may. - And so, - really, - that's that stayed with me throughout my career on the way I think about a lot of online - products is really this kind of Pavlovian B F Skinner type of type way of thinking, - which is, - you know, - conditioning the user to to do things that you want to do the things that they want and in - trying to combine those two things. - Um, - so let's go through the Pavlovian viral loop so you start off with the motivation. - So you need to figure out what the user wants to dio. - Uh, - you need to couple that with what you want the user to dio on and find that you know that - happy, - happy meeting point. - Then you have the trigger, - which is basically the prompts that makes the user taken action. - So the trigger is you know, - something pops up, - or there's a button sitting there that you know, - does exactly what they want to do. - You know, - any little thing could be a trigger. - Yeah. - Now the action is, - you know, - basically for the reasons of this class is all about, - you know, - importing contacts and then inviting contacts. - And that's that's basically what you want to do. - Outside of the kind of the borders of this class. - You can also talk about payment triggers and all that kind of stuff. - Then there's the reward, - which is an extremely important component in one that a lot of websites, - a lot of products forget about so it or don't do quite right. - So the reward is you've triggered the user to taken action. - They've taken the action. - Now you need to reward them very quickly after they take that action to reinforce that - behavior. - And so if the reward is too much delayed, - which in some cases, - you know, - say, - you know, - I invite my friends, - but then I have to wait to see if they join or not. - Then it really weakens the farther away. - That reward is from the action that you're trying to, - you know, - that that behavior you're trying to reinforce its gonna be a weaker connection, - even if logically, - the user might think in their mind. - Oh, - well, - I got this reward because I did this psychologically, - there's gonna be a weaker connection and thus a weaker reinforcement of that action that - you want them to keep taking. - So keep that in mind that you want to keep the reward is close to a squid Klay. - After that action as possible on then, - you know, - that's that's the whole point, - right? - So you reward that action, - and then you next time you hit them with the trigger, - there'll be much quicker to take that action because you've reinforced that. - They know that something good is coming when they when they click that button, - when they invite when they invite those people. - And so that's the Pavlovian viral loop. - You know, - is it served me very well on my product developments and a lot of projects over there over - the years. - So I hope it helps you 9. Core Human Motivations: - for this lesson. - We're on slide. - That says core human motivations. - I think a lot of times we get caught up in the beauty of our vision As founders, - you know, - we we think that people are gonna use our products because they're as excited about it as - as we are. - Uh, - and that's all well, - good. - And it's great that we're excited about our product, - but we need to be very riel about what excites people in life, - right? - So when we think about and this is again a simplification of probably a very nuanced - subject. - But when we think about what motivates human beings, - we've got to think about sex, - power, - money and the last and probably the least status and recognition. - And so, - very simply, - if we're not focusing on core human motivations in our product, - you know, - sex, - power, - money, - status recognition. - If we're not focusing on those core motivations, - it's gonna be very hard for us to get people to use our product, - get them to use with a lot. - Uh, - it's gonna be an uphill battle, - and there's definitely products out there that I've seen some success by hitting probably - lesser motivations. - But my biggest recommendation to you is trying to find some way that you're satisfying - those motivations and whatever your product is, - and you just have a much easier time building your user base and gaining revenue from your - business. 10. Top Triggers: - my body. - So many things clothe. - Okay, - So continuing on with the theme of me telling you all my secrets of my career, - what's made me successful? - Uh, - now I'm gonna tell you about triggers. - And so some of the greatest triggers that I've found to work with, - kind of this kind of trade buyer ality. - You know, - in my career they focused on a few, - many points, - and so let's go through them real quickly. - The first is access to information about so people are obsessed with themselves. - I find myself very interesting. - And so any time that the system knows something about me or about an object that I control - , - say, - real estate listing, - uh, - and the system knows it, - and I don't. - I'm very motivated to do anything the system wants me to do, - whether we invite friends or anything like else like that. - Pay to get that information. - Next one will be connection to users on the system. - So, - you know, - great thing about what, - 2.0, - in these kind of things is that each person has a presence on the system. - Now. - The system, - a lot of times is the only one that can connect these two, - these two users, - and so allowing when you have one user who wants to connect with another user for business - , - say on linked in for any other reason, - It's a great motivational point now, - the next one being, - you know, - something that also is very, - you know, - relevant to Web two point. - Oh, - so any of our systems you know, - most you guys in the audience probably have a system like this is where the user creates - some kind of content on your site again, - whether it's a personal profile or real estate listing or, - you know, - anything else, - a tumbler block, - right? - And so they create that personal content, - and now they want as many people as possible to see it. - So in that case, - you have a very motivated user who wants everybody to come to your website so you need to - allow them. - You need to capture that motivation by making it very push button, - press a couple buttons and invite everybody in the world that I've ever been in contact - with, - and it's gonna be great for your system, - and it is gonna make your user happy. - Last but not least, - on the top triggers that I have seen in my career is, - you know, - this is more in the e commerce spaces is the ability to get discounts to get a special deal - . - And so, - in a lot of cases, - it used to be That's okay. - You would spam your friends. - You know, - you invite 10 year friends and then you get something for free. - One way to take a little bit of that friction or a little moral dilemma out of the - situation is now a lot of systems say, - Oh, - well, - you're not, - actually, - you know, - spamming your friends just to get a discount, - you're you're sending them a discount to. - So you're not selling out your friends with 20%. - You're actually sending 10 friends or whatever, - 20% discounts. - And now you're the person bearing the gifts, - which, - you know, - gains you a bit of social capital in the eyes of your friends. - A supposed to selling out your friends and knowing them just to get 20% off. - So those are some of the top triggers that I've seen down your viral map. - You're gonna find some in your own product