What kind of advice should you listen to? building a desire engine pdf

@nireyal NirAndFar.com
What kind of advice
should you listen to?
@nireyal NirAndFar.com
1. Advice that helps you
build something people want
@nireyal NirAndFar.com
2. That fits your
business model
@nireyal NirAndFar.com
3. That fulfills your
purpose in life.
@nireyal NirAndFar.com
I’ll try to help you with
all three, if
@nireyal NirAndFar.com
If
- Your business depends on
frequent user engagement.
- You are not evil.
Then, you should stay.
@nireyal NirAndFar.com
Spoiler:
The answer is habits.
@nireyal NirAndFar.com
Habit Potential
HighLow
Viral
Coefficient
(K)
Leaky Bucket Rocket Ship

Commitment
Business
Garbage
K < 1
K >1
Facebook, Paypal, Pinterest
Evernote, Pandora, Amazon
Spammy apps
Habits > Viral
@nireyal NirAndFar.com
Me
@nireyal NirAndFar.com
A bias to build first
@nireyal NirAndFar.com
How learn?
@nireyal NirAndFar.comNirAndFar.com
Patterns
@nireyal NirAndFar.com
“OMG? businesses”
@nireyal NirAndFar.com
Vitamins or painkillers?
@nireyal NirAndFar.com
Selling painkillers
- Obvious need - stop pain
- Quantifiable market
- Monetizable
@nireyal NirAndFar.com
Selling vitamins
- Emotional need, not efficacy
- “Makes me feel good knowing ”

- Unknown market
@nireyal NirAndFar.com
Vitamins or painkillers?
@nireyal NirAndFar.com
Habit when
not doing
causes pain.
@nireyal NirAndFar.com
Habit-forming technology
Vitamin
Painkiller
Pleasure
seeking
Pain
alleviation
@nireyal NirAndFar.com
Creating pain?
(more of an itch)
@nireyal NirAndFar.com
@nireyal NirAndFar.com
Best odds of success
= founder / market fit
Access
+ Speed
+ Data
Everything is becoming
more addictive
@nireyal NirAndFar.com
Desire Engines create habits
@nireyal NirAndFar.com

The Desire Engine
Trigger Action
Var. Reward
Investment
External
Internal