Apparently Mx stands for Mr/Ms/Mrs, it’s a gender-neutral title – the more you know!
My aim with these articles is to keep them valuable as a #1 priority and then short. Sometimes I feel like the value delivery needs more time and I delve into my topic but for the main part, they will be short and dense.
You know why – we both look at our time the same way: it’s limited, we’ve got a lot of ideas and things to do, so we might as well look for the most value/time delivery. Density, in other words. What about the way your user interacts with what you’re offering them?
How you might lose him or her in the first seconds depends on whether you’re making it too confusing about what they’re getting out of what you do. What’s next?
Well “next” is a very useful word in this article’s case as it could refer to:
1. What’s next after the headline/1st encounter with what your company does.
or
2. Who’s coming up next after this generation that you’re serving. Because let me remind you, Mx. CEO, the younger the generation, the shorter the attention span. If you need backup for this statement, have a look at a 15-20 year old’s behaviour on a mobile phone
After the first encounter with what your company/product does – the macro view
You are initiating a dance. The website/trial/freemium/headline is the invitation. Once they stepped in, you’re in charge. You’re leading the dance. You’ve taken their hand (with consent) but there’s no social cue such as “I don’t want to be rude and leave this person alone” – it’s not a person, it’s your company. They can leave it with less effort and emotional cost. Simply press X and that was it.
So how well do you dance, i.e. deliver value? And how confident do you lead, i.e. believe in what you do?
Let me tell you what’s on the next level: as soon as you have a plan of every path a user might take themselves to and you are there as the watching presence, you become the dance itself. You’ve laid out an experience for them – think of it as a board game. Now you let them play.
Who’s coming up next after this generation that you’re serving.
If you think this sounds too far into the future, allow me to lay down the way I see it. A generation sounds like 20 to 30 years or so, to the public. The way one has to look at generations these days is way deeper than that – people change with technology and as we’ve seen, tech is advancing faster and faster. Our grandkids will look like a different species to our grandparents.
A 25 y.o. can be compared to a 19 y.o. today – their main platform is different, the internet culture differs and they even use different slang. One is a bit afraid to make a phone call for a booking. The other one completely disregards phone calls and would rather go on OpenTable. One is asking friends for directions to a place and if they don’t know they “open Google Maps”. The other one “whips up maps”
And their attention span is shorter and shorter.
About Ch Daniel
I run chagency, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.
I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app
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