Sterling Proffer

The Adjacent Users are aware of a product and possibly tried using the it, but are not able to successfully become an engaged user. This is typically because the current product positioning or experience has too many barriers to adoption for them.

Search engines, social networks, content platforms, publications with influence, word of mouth—none of them work unless people engage and amplify. That “amplification” looks very different from channel to channel, of course. In word of mouth, it’s literally whether someone talks or types about you. With publications, it’s whether their editor(s)... See more

8.  Build with your squad

“A writer,” said Thomas Mann, “is someone for whom writing is more difficult than it is for other people.” More difficult, because there is more for you to do, more that you know how to do, and because you hold yourself to higher standards.

Some of the most prolific figures in literature, math, and science spent only four-to-five ours doing their most creative and profound work. The rest of the time, they focused their attention on spending time with family and friends and taking advantage of rest as much as possible. In short, creative productivity is not based on the number of hours... See more