First Reflections of BEI Morning Keynotes
David Matheson from SmartOrg, Inc got us started reminding us that the back end of innovation is where the relentless work of innovation happens and made a call to action to collaborate. Then we moved on to the keynote.
Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked Delivered by Adam Alter
Adam, a professor of Marketing & Psychology @ NYU originally from Sidney shared his insights on what are the key ingredients that make a technology irresistible and why should we pay attention to it. Here are a few of those:
Friction is the #1 Enemy of irresistibility
Have you noticed how easy is to get drawn into the next episode of your favorite Netflix series? Or the bottomless news feed?
Stopping clues are no longer embedded in the experience.
Remove pain points and stopping cues. You will keep your target audience hooked.
The Three Second Rule
That is all you get to capture your audience. First impressions count, you need to strive to show you are warm and competent.
Personalization & Customization
Adam illustrated how important this is to business with a couple of examples. He pointed to a correlation between the name of the hurricane and the donors name and how it impacted the value of the donations to the affected: People with K-names donated 2.5X to Katrina or with R-names 3.5X to hurricane Rita. Quite a surprise eye-opening!
The power of Goals
Give your customers, goals and milestones, create checklists. People like quick feedback, think of the immediate satisfaction you get when you achieve a milestone. Provide goal gradients, progress bars to keep your customers engaged.
The Social Rule
From points, to badges and leaderboards, people like to see themselves among others.
And, Adam being a professor, not only does he bring the ideas home, he even wants to be sure we share them.
What is next?
About the Author: Marga is a technology leader with an international background and a passion for innovation. During the last 20 years she has grown her expertise in research and business development, focused in industrial and manufacturing applications of polymer and materials science, bringing technologies to commercialization in multiple markets. She holds a PhD, is the inventor of several patents and a published author in technical, trade and conference proceedings.