Sterling Proffer

The 2010s is what I want to call the era of Lifestyle. You know what it felt like, because you lived through it. And I did too. Since 2014 I have lived in New York, inside the machine where Lifestyle is made. Spending my waking moments moving through these branded experiences, I felt they they pointed to something I could say but not name.

The second technique is to watch the adjacent user using your product through usability tests. Ideally this is done with trained researchers when possible. Watch the adjacent user try to sign up, activate, see what they struggle on, have them talk about why they are having challenges and what their expectations of the experience are.

Are you actively practicing generosity and vulnerability in order to make the connections between you and others clear, open, available, durable? Generosity here means giving of what you have without strings or expectations attached. Vulnerability means showing your needs.