Sarah Tavel: The Hierarchy of Engagement

5409 2018-12-06 01:23

How do you maximize your chances of building an enduring $1B+ non-transactional customer company?

By building enduring engagement, in three levels:

  1. Growing engaged users: focus on growing users completing the core action.

  2. Retaining users: product should get better the more it’s used. Users have more to lose by leaving the product.

  3. Self-perpetuating: As users engage, they create virtuous loops in the product.

    • Pinterest did well with
      • network effect
      • new UGC re-engages users
      • viral referral
    • Evernote and Tinder fall short on this.

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