Turki Fahad > Turki's Quotes

“Instead of relying on expensive marketing, habit-forming companies link their services to the users’ daily routines and emotions.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“Unfortunately, too many companies build their products betting users will do what they make them do instead of letting them do what they want to do. Companies fail to change user behaviors because they do not make their services enjoyable for its own sake, often asking users to learn new, unfamiliar actions instead of making old routines easier.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“To change behavior, products must ensure the user feels in control. People must want to use the service, not feel they have to.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products

“in F2P, the things you must sell are the things that provide esteem or self-actualization—digital experiences that make a player feel good—because people don’t buy things, they buy emotions.”
― Will Luton, Free-to-Play: Making Money From Games You Give Away

“You never change things by fighting the existing reality.
To change something, build a new model that makes the existing model obsolete.”
― Buckminster Fuller

“There is nothing in a caterpillar that tells you it's going to be a butterfly.”
― Buckminster R. Fuller

“Start with your audiences and their needs, then introduce yourself as a catalyst for helping them meet those needs, and a story instantly begins to unfold: Multiple characters and, most importantly, your audiences in a starring role. Conflict between your audience’s desires and their current state. And a plot or journey that you invite them to join you on to reach those desires.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“For most of human history, myths have survived through changing times because they did not demand to be seen as a literal retelling of events.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“orient your entire brand toward storytelling by defining and defending a powerful moral of your story in every communication.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“empowerment marketing—stories told to help encourage audiences on their path to maturation and citizenship. The practice of empowerment marketing is based on two of the most influential theories in the field of human growth and maturation—Abraham Maslow’s hierarchy of needs and Joseph Campbell’s hero’s journey.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“Using Maslow’s insights, you can define higher-level values appropriate to your message, brand, and audience. Then, using what we learn from Joseph Campbell, you can turn those values into a resonant moral of the story and create a story structure that will appeal to the heroic potential in your audiences. These models show us a clear alternative to the dark, limited view of human nature inspired by Freud and brought to the marketplace by men like Edward Bernays.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“the customer-driven movement has failed to produce the desired results because asking the customer what he wants solicits not only the wrong inputs, but inputs that inadvertently cause the failures that managers are fervently trying to avoid.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“An agreed-on language is fundamental to success in any discipline, yet confusion has permeated product development because companies continue to define "requirements" as any kind of customer input: customer wants, needs, benefits, solutions, ideas, desires, demands, specifications, and so on. But really, those are all different types of inputs, none of which can be used predictably to ensure success.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Only after knowing what jobs customers are trying to get done and what outcomes they are trying to achieve are companies able to systematically and predictably identify opportunities and create products and services that deliver significant new value. Only then can they figure out What Customers Want.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Technically speaking, innovation is the process of creating a product or service solution that delivers significant new customer value.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“companies need to figure out what jobs customers want to get done and how they measure success in getting a job done before they can determine what solutions customers want.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“A new market innovation occurs when a company discovers that people (individuals or businesses) are struggling to get a job done on their own because no products exist and devises a creative product or service that enables customers to get that job done faster and cheaper than ever before; ultimately, the company creates a new market.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Operational innovation happens when a company discovers inefficiencies in a business operation and works to address those inefficiencies through creative solutions.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Product innovation, or service innovation, which is the most common type of innovation, results from improvements that are made to existing products and services.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Disruptive innovation, as made popular by Harvard Business School professor Clayton M. Christensen, results when a company uses a new technology to disrupt the prevailing business model in an existing market that is filled with overserved customers. This approach to innovation is different.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“For a company to innovate, it must create products and services that let consumers perform a job faster, better, more conveniently, and/or less expensively than before. To achieve this objective, companies must know what outcomes customers are trying to achieve (what metrics they use to determine how well a job is getting done) and figure out which technologies, products, and features will best satisfy the important outcomes that are currently underserved.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“To execute their innovation processes successfully, companies must obtain three distinct types of data. They must know which jobs their customers are trying to get done (that is, the tasks or activities customers are trying to carry out); the outcomes customers are trying to achieve (that is, the metrics customers use to define the successful execution of a job); and the constraints that may prevent customers from adopting or using a new product or service.”
― Anthony Ulwick, What Customers Want (PB): Using Outcome-Driven Innovation to Create Breakthrough Products and Services

“Being deeply loved by someone gives you strength, while loving someone deeply gives you courage.”
― Lao Tzu