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Imagine someone was forcing you to create a new bestselling product or service. "Or else," they say, and you believe them. You have no marketing budget, and this product or service must have sustainable success. Where do you start?
This book shows you what makes one product sell and another one fail, even when they're equally priced and equally promoted. It's not about how users feel about your product or brand. It's about how they feel about themselves, and how your product or service helps them do and be.
In other words, It's about making your users badass. With a combination of hard-working graphics and strong practicality, Kathy Sierra' bestselling author and founder of the Head First series shows you exactly what that means, and what you need to do to make it happen.
If you're a product developer, designer, UX engineer, programmer, architect, member of a marketing team, or part of a start-up, you'll see your product or service in a whole new way.
Über den Autor / die Autorin
Kathy Sierra interessiert sich schon seit ihren Tagen als Spieleentwicklerin (Virgin, MGM, Amblin') für Lerntheorien. Sie war zum Beispiel Trainerin für Suns Java-Trainer, denen sie zeigte, wie man Kunden die neuesten Technologien beibringt. Sie hat außerdem diverse Sun-Zertifizierungstests entscheidend mitentwickelt. Sie ist die Gründerin der größten und freundlichsten Java-Community, die ausschließlich auf freiwilliger Arbeit basiert und schon diverse Preise eingeheimst hat.
Bert Bates ist Softwareentwickler mit inzwischen 20-jähriger Erfahrung, außerdem Java-Trainer und Mitentwickler von Suns neuer EJB-Zertifizierung zum Sun Certified Business Component Developer. Zu seinem fachlichen Hintergrund gehört auch eine lange Tätigkeitsphase im Bereich künstliche Intelligenz, mit Kunden wie A&E Network, Rockwell und Timken.
Zusammenfassung
Imagine you’re in a game with one objective: a bestselling product or service. The rules? No marketing budget, no PR stunts, and it must be sustainably successful. No short-term fads.
This is not a game of chance. It is a game of skill and strategy.
And it begins with a single question: given competing products of equal pricing, promotion, and perceived quality, why does one outsell the others?
The answer doesn’t live in the sustainably successful products or services. The answer lives in those who use them.
Our goal is to craft a strategy for creating successful users. And that strategy is full of surprising, counter-intuitive, and astonishingly simple techniques that don’t depend on a massive marketing or development budget. Techniques typically overlooked by even the most well-funded, well-staffed product teams.
Every role is a key player in this game. Product development, engineering, marketing, user experience, support—everyone on the team. Even if that team is a start-up of one. Armed with a surprisingly overlooked science and a unique POV, we can can reduce the role of luck. We can build sustainably successful products and services that rely not on unethical persuasive marketing tricks but on helping our users have deeper, richer experiences. Not just in the moments while they’re using our product but, more importantly, in the moments when they aren’t.
