When we use terminologies like network effects, virality, engagement, shareability, conversions, word-of-mouth, clicks, likes, views, opt-ins, trust, and even product-led growth, all we’re talking about is human behavior.
Broken down simply: Smart marketers and product developers build trust and solve problems by reverse engineering human behavior. It’s a design principle that guides them.
They test assumptions. They research. They talk to the people they’re trying to help. They run experiments.
They learn how people operate and map their work to it. No guessing allowed.
And because they’re plugged into their market at such a deep level, they’re able to identify trends and see opportunities well before they exist.
(Category creators are the best example of this.)
This makes me think that we should be hiring people with psychology and sociology backgrounds to help build and market our products.
At the very least, people who are obsessed with understanding human behavior within their target market.
Which by the way, is continually changing and evolving—regardless of industry.
It’s pretty easy to see those who aren’t paying attention.
Note to recruiters:
"I've been doing this a long time" in no way equates to relevancy or even expertise.
Problem solvers with fresh ideas and a bias towards action stay relevant.
Understanding current trends and how to match your work to them––that's linchpin status.
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