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The Psychology of Making Something People Love

The Psychology of Making Something People Love
Building a successful business requires an understanding of why people buy Most people fall into the same trap: they try to make something their customers want. They think that down the line, there's one golden answer to what it is their customers want. The harsh truth is that your customers will keep on surprising you.


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Buyer psychology

Buyer psychology

Many people think they will make what their customers want. But, your customers will keep on surprising you.

Understanding what goes on inside your customer's mind can align your product to their wishes. It also allows you to create marketing plans to provide value to the largest group of people with your product.




Peter Diamandis



Understanding a customer

A customer is a persona or a demand pattern in multiple people.

  • A demand pattern is a private want that's gone from private to public.
  • A want is the desire to address a lack of something you need or wish for.

People buy because they want to decrease their pain-levels or increase their pleasure-levels.



Pains and gains

Take, for example, Uber: From a pain perspective, the public was in a desperate need for a solution to decrease the pain of using cabs.

From a pleasure part, Uber addressed the need for independence, status, and safety.  People are given the feeling that they are free to order a cab whenever they please and can be part of the VIP program. They can also view ratings of previous customers and know upfront what the costs will be.




It is easy to forget that we're selling to humans and that humans still make emotionally-charged decisions.

  • We want to feel a sense of adventure.
  • We want to feel significant.
  • We want to feel connected to others.
  • We want to feel a sense of purpose and success. 



Basic emotions

When you're building out your solution and setting up your marketing, think about what emotional values your customers are chasing. Then make them feel it.

The eight basic emotions paired in opposites are: Joy — Sadness, Anger — Fear, Trust — Distrust, Surprise — Anticipation.




Even though people make their decisions based on emotions, most of them will have to justify their purchase at some time.

To you, this means that even though your product must tap into the emotions of your customer, customers need logic to justify their purchase.



Questions to keep in mind

  • Do you bring your customers more gain or less pain? Ask them.
  • What emotional values can you help your customer reach? Ask them what they feel when they first discovered it, when they started using it, and how they feel about it now.
  • How can your customers justify buying your product? How do people explain why they use your product?




How Excitement Works

How Excitement Works

Excitement is temporary

It could go on for only so long due to a condition of stability in the body.

Excitement is mental, but it...

Great Marketing Excites Your Audience

Strong Emotion. Create shareable, viral content that is relatable to the the audience.

Progress. Reward people who always patronize your service or product to make them always go back to you.

Strong Feature Design. Consider the right color for your ads to enhance the sense of excitement of the audience.

Price. Establish a low price or make it look like it is. Have promos or discounts.

Limited Products. There is always a demand for seasonal or limited products.

The Pressure Of Time

Most leaders have familiar approaches to managing time: setting goals, planning, delegating, tracking commitments, and creating to-do lists. While these approaches do help in self-organization, the...

Sustainable Productivity

Instead of increasing the number of productive hours, we can focus on getting the right things done in a timely way. We also need to restore and balance ourselves, our colleagues, family and environment, instead of a neurotic or pathological focus on deadlines.

Find out what's truly important to us and use the finite resource of time wisely.

Phantom Workload

Phantom workload looks like real work but results in massive unproductivity and even conflict in an organization. The pressure to meet unrealistic expectations causes a vicious cycle of further workload.

Leaders need to take a hard look at what is being avoided or not addressed. Facing difficult tasks that were 'swept under the carpet' earlier strengthens them further to make hard decisions and face difficult people and situations.

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Defining "Success"

“Success” isn’t just having lots of money. 

Success is continuously improving who you are, how you live, how you serve, and how you relate.

Lose an hour in the morning, and you will be all day hunting for it.
Lose an hour in the morning, and you will be all day hunting for it.

Putting "first things" first

Start the day with your #1 priority.

Getting up early isn’t enough. You need to put first things first. When you put your top priorities first, then you ensure they make it into the bucket of your day. After your main priorities have been completed, the rest will fill the gaps.