What Do You Need to Start a Buisness

By Ballahan | October 21,2017

There’s 5 things I believe that you must have before starting any business.

1. A Niche

It sounds really simplistic and over used, but that’s because it’s true. Without a niche you have no focused audience and your gonna be too broad and all across the board with your marketing. If you have a central focus for your desired audience then you’re easier to recognize as a brand, you have a unique area that you can triple down on, and it just makes something that’s already incredibly difficult a lot easier.

Say you wanted to be a social influencer in the world of fitness, but you have no specific niche. Now you’re floating in space, because you can’t pick a planet.

Find something that you can just be on fire at 24/7. Something that you just don’t have SOME passion for but something that you can work on 16 hours or more a day, 5 days a week, no problem.

If you dread it, then it’s not worth it.

If you drag your feet during it even for a minute, it’s not the right niche.

Find something you can live for and kick everyone else’s asses at, and not just because you’re more talented than them but because you out work them.

2. Product

Think of it like archery. Your niche is your bow, your products or content are your arrows.

Take your niche and think of as many things that relate to that one particular market of fitness. Or music. Or pottery. Or whatever it is that you do. All of those “things” that you come up with are potential products or potential content for your business.

Not everything you come up with is a viable product. Not everything can be sold, or resold, easily in today’s market. For instance, if your business is to buy and resell phones. Buy iPhones. Don’t buy those fucking brick Nokias from the dark ages.

Today’s market doesn’t want them.

But let me give you a less simplistic example because I think it’ll give you more value.

Let’s use the same example to a certain extent. Your buying and reselling phones. You decide you understand iPhones the most and they’re the best seller for your market. Things are going well and you decide you want to incorporate phone cases into your business. That are some aspects to consider about what phone cases to sell. What colors sell best? Are you selling iPhone 6 or 7 cases? There’s no need for you to invest your money in cases that are iPhone 5 or less because they aren’t on the shelves of AT&T, Apple, T-Mobile, etc. meaning the market doesn’t want your phone cases either.

3. Content, Content, Content

Now that a niche and a product are established you have to market it, or no one will see it.

It’s 2017 almost 2018. If you aren’t using social media, then you’re behind. You must take 5–6 platforms and make then work for your niche and product and put out content that will attract the right audience. You also must make sure that the content your posting on periscope, Facebook, medium, instagram, YouTube or whatever is respectful to the platform.

What I mean is that people surfing on Facebook are going to have a different perspective then people on Pinterest. For instance, if a 43 year old woman named Jessica is on Facebook she is looking to keep up with all of her friends and family’s lives, and you going to market differently to her then if she is on Pinterest because on Pinterest she is looking to shop or redecorate. Same person different mindsets.

The other side of the coin is engaging with your audience after creating the content. I wouldn’t worry too much on aesthetics of the content of the content is made to be educational for example. However if your a model and your instagram account is to promote you as a model then aesthetics are everything because it’s the center piece of all of your content.

Let me move back to engagement though. If you’re putting out content but not engaging your robbing yourself of an audience. If you engage in comments more people will comment, but also more people will feel connected to you and therefore look for more ways to engage with you. Engagement is crucial to putting out content.

And use all the platforms that your “art” or industry can leverage effectively.

4. Engagement

This is essential. Content matters, direction matters, but without a community you won’t see success.

So, build a community on instagram, twitter, Facebook, YouTube, etc.

Do it. All the time. Everywhere you go. Build your community on every platform you can leverage.

The key to this being a success is by adding a thousand times more value than you ask for in return.

Let’s say you want to promote your buddy, who is a rapper, by running his social media accounts.

Okay, first start putting out content. Then engage with his current audience and grow a new audience and scale.

Simple right? But it takes a lot of work. Hours and hours of engagement and grinding. Then after you have given given given, you ask them to pre-order his new album that drops in 2 weeks.

Jab, jab, Jab… right hook.

5. Drive

Drive is my quirky way of saying motivation. But I don’t just mean motivation. I’m talking about something internal not external.

Motivation is when you watch a video and it makes you feel good, and then you do work for an hour or 2 and then go home.

DRIVE. That’s the fucking premium gas that you need to succeed. It’s internal. It’s obsessive. It’s nearly uncontrollable.

It’s that feeling you get when you wake up at 3am to go to Florida for the week and you can’t think about anything else.

Or that feeling when a girl you’ve been talking to texts you to come over late at night. Nothing. Else. Matters. That drive.

And when you’re drive is directed and aline with your purpose then you will be a legend in your business.

If you have a drive then every minute matters, and nothing will stand in your way.

No one’s opinion of you matters anymore, all that matters is work. No external drug or substance matters anymore, all that matters is work. No one potential or current relationship will matter anymore, unless it has to do with work because all that matters is work.

This is my opinion on this topic. I’d love to hear yours.

But to quickly some up what I’m trying to deliver here with this post is this: figure out what you’re supposed to do and why you’re gonna do it, and then go fucking do it.

Work your fucking face off.

The Killer Combo: When Stored Value Meets a Network Effect

By Nir Eyal | December 28, 2017

The belief that products should always be as easy to use as possible is a sacred cow of the tech world. The rise of design thinking, coinciding with beautiful new products like the iPhone, has led some to conclude that creating slick interfaces is a hallmark of great design. But, like all attempts to create absolute rules about how we should interact with technology, the law that design should always decrease the amount of effort users expend doesn’t always hold true. In fact, putting users to work is critical in creating products people love. This will be referred to as “user investment”, or “investment”.

Several studies have shown that expending effort on a task seems to commit us to it. For example, when buying a lottery ticket, players are able to either choose their own numbers or play a set of digits generated randomly. Certainly, choosing either option has no effect on the odds of winning. Traditional thinking would predict that the less effortful path would be the one users prefer.

However, the opposite is true. Despite the considerable effort required to pick the lottery numbers, a process reminiscent of filling out multiple choice questions on the S.A.T., players who choose their own numbers play more. This phenomenon isn’t just about a skewed perception of luck. According to a classic study by Ellen Langler, even when players are explicitly told their chances of winning, they choose to trade worse odds for the ability to play the numbers they spent the time and effort picking.

Examples of how escalations of commitment makes our brain do funny things abound. Its power makes some people play video games until they keel over and die. It’s used to influence people to give more to charity. It has even been used to coerce prisoners of war to switch allegiances. Commitment is powerful stuff and it plays an important role in the things we do, the products we buy, and our perception of who we are.

Totally Committed

The last step of the Hook Model, a framework I developed to help explain a pattern found in habit-forming products, is the investment phase. After a user has been triggered into action and duly rewarded, the investment phase is where the user is asked to do work and starts building commitment. It is here that the user is prompted to put something of value back into the system, typically in the form of time, money, physical effort, social capital, or personal data.

As in any feedback loop, the cue, action, and reward cycle predictably condition a series of behaviors. Whenever users want the reward, the thinking goes, they do the intended action. For example, what prompted you to start reading this article? You were probably feeling a bit bored and were looking for something stimulating to read. You took the cue (boredom), now you’re doing the action (reading), and you’re now anticipating the reward (keep reading, it’s coming).

But this pattern differs slightly in products that truly hook users. The brain has a unique system for keeping us searching for rewards; it adapts. Soon, something that seemed novel and interesting becomes common and dull. To keep pace with the brain’s adaptation to stimulus, habit-forming products improve with repeated use. It is here that the investment phase is critical.

Bits of Work for Future Reward

Unlike actions in the standard feedback loop, investments are about the anticipation of rewards, not immediate gratification. The investment is a bit of work, which makes the user more likely to use the product in the future. In Twitter, for example, the investment comes in the form of a follow. After a few flicks through the stream have primed the user with titillating tweets, the user will find someone new and interesting to invest in. While there is no immediate reward for following someone, doing so makes the service more valuable and more likely to be used next time.

LinkedIn provides another example of a company that understands the power of asking users to make small investments in the site. As Josh Elman, an early Senior Product Manager at the company told me, “If we could get users to enter just a little information, they were much more likely to return.” Elman continued, “We made you type in your current title and position at sign up and then were able to use that to draw you back in.” The tiny bit of effort associated with providing workplace information created a hook the system could use get users to return.

Commitments as a Strategy

Habit-forming technology creates an association with an internal trigger, an itch to use the product, unprompted by an explicit call to action. The user engages with the service whenever cued by a particular emotion or context. The investment is the string that pulls the user back. The aim is to get the user to return unprompted. To do this, the habit-forming company increases the value of the product with each pass through the Hook Model. Value is added to the system in two ways:

Stored Value

Every time users input data, they create stored value. Evernote, Salesforce, and Pandora provide examples of products which do not necessarily create burning desires, but create habits by getting users to do bits of work. A habit is a behavior without, or with very little, cognition, and thus these products meet this definition. People use these stored value products as part of their regular routines. The more users invest, the less they think about using them. Evernote’s “smile graph” demonstrates how over time users increased engagement with the service the more they used it over time.

Other stored value technologies, like games, create rabid users by getting them to invest every time they play. Racking up higher scores, advancing to the next level, or earning and tending to virtual goods like a cow on a farm or the clothes on an avatar, are all examples of the power of commitment. These game mechanics disappear if the user stops playing, increasing the need to stay engaged. The stored value of these elements of the game are earned with time spent playing or purchased outright with real money.

Network Value

Products that increase in value as a greater number of people use them have a network effect. Companies which display this characteristic give investors joyful palpitations because of their ability to become industry standards and crowd-out rivals. Ebay, Skype, AirBnB, Pinterest and older technologies, like the fax machine and telephone, get better the more users join the network.

The Killer Combo

Where user investment really becomes valuable is when stored value meets a network effect. Facebook and Pinterest, both services which were useful as stored value products, exploded in use when the power of the network effect took hold. Both are habit-forming products, which bring large numbers of users back unprompted. The combination of stored value and a network effect, along with continual investment from users who regularly add content, has created a strong pull for a large percentage of their users.

Habit-forming technologies take hold when a pattern of trigger, action, reward, and investment, creates desire in the user while providing increasing amounts of value. The more users invest in a way of doing things through tiny bits of work, the more valuable the service becomes in their lives and the less they question its use.

Of course, users don’t stay hooked forever. Though these companies have a good ride, the next big thing inevitably comes along and creates a better way to start building user commitment. While the mantra of making the experience easier to use certainly has its place, the rule must be followed with a strategic purpose in mind — namely increasing the value of the service the more people use it.

Note: If you liked this post, and committed to reading this far, you should sign-up to be the first to receive future essays like this one for free via email. It’s a wise investment.

Thanks to Josh Elman, Jules Maltz, and Max Ogles for reading early versions of this essay.

Nir Eyal is the author of Hooked: How to Build Habit-Forming Products and blogs about the psychology of products at NirAndFar.com. For more insights on changing behavior, join his free newsletter and receive a free workbook.