Emotional needs trump logical features

Most people come to your product with an emotional frame and a lot of people want to appeal to their logical brain right away. And the reality is, don't do that. You have to understand the mindset that people are in.

What is it that they need to get promoted? What is it that they need to avoid failure? What is it that causes them a great deal of anxiety in the day-to-day of their lives or their work? And can you create some type of content product that is going to address this for them?

People make decisions with lots of emotion. We are present bias. We over-weighed our present selves. We follow social norms. But the good news is that we do these things in predictable ways. And once you understand how and why people behave, you can start to change it.

It needs to spark, joy, and delight in people and just pure excitement. It can't just be like, 'Oh, yeah, this is a useful tool for me.' It needs to light up their eyes. They need to be like, 'How do I sign up for this thing tomorrow? How do I get it? How do I pay for it?' And they need to want to talk to other people about it.