Sterling Proffer

Building Habit—Not Page Views—Matters Most For Keeping Subscribers, Data Analysis Finds

Product teams overvalue hitting home runs vs hitting 100 singles back to back. This leads them to take bigger swings by going after bigger markets of new users. They get bogged down by trying to establish product-market fit for a new set of users and never fulfill the potential of their current product-market fit.

Glaringly, the prominent artists complaining about record labels demanding TikToks tend to be Millennials who love a good music video—or at least seem to appreciate the power of cultivating distance from their listeners.

To understand your adjacent users, it is helpful to understand the attributes of who is successful today and why they are successful. The reason this is helpful is that your adjacent user is different on one or more of these attributes (but not all). These attributes create vectors of expansion.

This is peak Lifestyle. Easier than ever to launch a brand. More goods than ever. Software-enabled, integrated supply chain driven business models. An explosion of online social media cultures. These elements have become omnipresent, splashed across our lives like the patterned splotches of a magic eye book. Stare long enough, and you begin to see... See more