Create The Shareable Moments Within Your Product To Standout

In my consulting I’m asked how do you win in Product and ensure it connects to company-wide strategy.

Here’s how I break it down, simply.

When you’re working on a product you have":

• The technical (dev/ENGG) people who think about its code, the build and the infrastructure.

• The Product person shaping how it’s going to be slotted into the product or bolted on top and the best product people think about how to get the users to that feature.
  And if you’re lucky they understand the data and analyse it

• You might then have the Product Marketers who think about how to market this new change or update; they think about how to help the user understand it or find it via an email or across social (or even placing paid ads to make this feature stand out vs competitors) etc.

One essential element to successful products (not just product features) is often overlooked is the ‘shareable moments’ within the product usage cycle and when the user will be in the right frame of mind and right use case to share the product and their usage of the product.

This is where many of the break-out apps and break-out games have won and ultimately beat out their competitors.

These companies understand the sharing moments and build these into the core experience.

The companies understand when the product and their experience is actually worth sharing and when it’s personalised enough to share a win, a score, an achievement or unlocked a new feature.

This isn’t limited to games and apps if there are celebratory moments and the product has helped solved a problem you can and should help your user celebrate their moment, their unlock, and their hero moments.

Want a way to achieve this?

1. Map out your product in a timeline

2. Break down the highlight reels

3. Break down the aha moments

4. Share the vanity moments

5. Map out the experience, the nudges & the prompts of where to share.

Remember my theory, products have to be:

1. Easy to learn (can’t learn it won’t use it)

2. Easy to use (can’t use it quickly, won’t come back even if its part of the work-flow)

3. Easy to personalise (make it mine or its not my experience)

4. Easy to share (if I can’t share it, why would it stick for me?
   If you’re a product-led company easy to share might well be bumped up to 3)

When this isn’t followed, customer won’t use and re-use products and even when they have to it’s not something they will share (apart from their bad experiences) and will do everything not to use it again.