Lean Analytics in Polish and Some Great Posts on Analytics (from other people)

Lean Analytics in PolishYesterday I found out that Lean Analytics is now available in Polish!

I’m still sort of amazed by it, so I figured I’d share it here with folks–and who knows, some of you may know Polish and be interested in analytics too. Alistair and I were told awhile ago that O’Reilly was translating the book into a bunch of languages, including Korean, Polish, Russian, Japanese, Chinese and Spanish. Apparently there’s also interest in other languages including Arabic, Czech, Croatian, Greek, Italian and Portuguese. It’s strange that the publisher doesn’t tell us when these books are coming out so we can be more prepared to promote them–but it blows me away that it’s happening!

I don’t read Polish. But my bubby (grandmother) does–so I’m thinking of sending her a copy once it’s available in hardcover. I think she’d get a kick out of it.

Anyway, enough about that. I didn’t want to write a post just about Lean Analytics, so I put together a list of recent blog posts / resources from other folks that you should read, if you’re interested in analytics.

I hope you find these resources useful. OK, and just for fun, a quote in Polish, from Lean Analytics:

Spójrzmy prawdzie w oczy — zyjesz zludzeniami.

That’s the first sentence in Chapter 1, which in English says, “Let’s face it: you’re delusional.”

  • From Google Translate: Let’s face it – you’re living an illusion.
  • From Poltran.com: You live to eyes illusions truth — Spójrzmy.
  • From Bing Translator: Let’s face it the eyes — you’re living utopia.

Heh.


Tiny, New, Addictive Behaviors (or How to Build an Awesome Minimum Viable Product)

Early on, once you’ve identified a problem genuinely worth solving, you need to build a Minimum Viable Product (MVP) and put it into the hands of early adopters.

In Lean Analytics, we call this the Stickiness Stage. I recently wrote that most startups fail at this point–they simply don’t get the traction they need (in terms of regular usage, engagement and retention) to keep going. Sometimes they move ahead anyway and hope they can acquire (customers) their way out of the problem…it doesn’t work.

Thinking about this further (and having been asked numerous times about what makes a good MVP and how do you know if you’re ready to move forward), I said to someone recently:

“What you’re trying to do is create a tiny, new, addictive behavior. It’s something small and ‘simple’ that you want people to do, which they get value out of it (when they do it), and so do you.”

I put ‘simple’ in quotes, because doing this isn’t easy, but it’s helpful to think about the MVP and product development in this way.

Repetitive usage is key (at least for most startups/products).

That may be daily or weekly. If usage is spread out much more than that it’s going to be hard to keep people’s attention. To get someone to do something over and over, you want to keep the ask small; you don’t want to overburden or overwhelm them, because they’ll give up.

The behavior you’re trying to get people to do is new.

They haven’t done it with you before, although they may have done similar things in other products. If that’s the case it may be easier to get them to do what you want them to. If it’s totally new, that’s a harder climb. No matter what, you’re asking them to do something new with you, which is another reason to keep the ask small.

People need to get hooked on the behavior, which means getting hooked on the result.

The core value you provide has to be awesome. It can be tiny, but it has to be awesome. Instagram filters were awesome. (One might argue they are less awesome now because they’ve been copied, but they created an emotional response that drove people to post more photos, which is what Instagram needed to succeed.) Tweeting and getting retweeted is awesome. Seeing a song identified in Shazam is awesome.

You want to go after the most basic of emotions possible. Dave McClure says it very well: people want to be made, paid, laid or unafraid. You need to appeal to people’s desire for reputation/popularity, money, sex or security. You might want to take a look at the seven deadly sins too (just in case you forgot ‘em!) The tiny, addictive, new behavior doesn’t have to be negative, that’s not the point, but it has to speak to people, emotionally, at the most basic of levels.

This tiny, addictive, new behavior forms some kind of loop.

User A does A then B then C and boom–they’re rewarded. And part of that reward drives them to start all over. It also builds value for you, and possibly for other users as well. So User A does A then B then C, gets rewarded and sets User B in motion (possibly doing the same loop, getting rewarded and engaging User C…and so on…)

Getting retweeted is an example of one user’s tiny behavior driving another user to take a tiny action, which creates value for everyone. User A tweets then User B retweets. User A feels awesome, and so does User B. With Twitter there’s an even earlier example of this sort of thing happening around following and being followed back. Simple, tiny and super addictive.

Remember: The tiny, addictive, new behavior creates amazing value (early on it’s only in short bursts, which like a drug, drives people to do it over and over) and results in creating value for you as well. Eventually these tiny behaviors start to build upon themselves creating more and more value for everyone involved.

You have to find that one tiny, addictive, new behavior and make that the core of your MVP.

Nothing else really matters. If you can’t find that tiny, addictive, new behavior that drives frequent usage (and in turn drives virality and easier user acquisition going forward) you’re going to struggle mightily to succeed.

NOTE: This post is part of Startup Edition, which is an awesome collaboration of bloggers writing on a host of startup-related topics. I encourage you to check it out and sign up for updates. Past topics included pricing, founder mistakes, getting your first customer and more.


Lean Analytics is Now Available to Order (and you can win great prizes too!)

I know this blog has been quiet of late, but it’s with good reason. Lean Analytics is finally done and available for order. Find it in a bookstore near you soon. Or, if you’re too eager and can’t wait to get to a bookstore (yes, they still exist!), you can buy the book on Amazon or O’Reilly and get it immediately. You can get it in hardcover format or e-book.

The best place to go is here: http://leananalyticsbook.com/buy-lean-analytics-book/

If you buy the book or already have, then you can enter our awesome sweepstakes (which ends March 31st!) You could win a free trip to Startup Festival, and there are tons of other prizes.

Writing Lean Analytics with Alistair Croll has taken over a year. It’s been an interesting and amazing experience. I’ll write about it (probably a lot!) someday…but for now the focus is on promoting the book and getting people’s feedback. And we’re getting a lot of great feedback so far. Here’s my favorite to-date:

So what is Lean Analytics all about?

Well, I’d like to share two presentations with you that I’ve done recently that help shed some light on what we’re talking about. There’s some overlap between the two, but hopefully you find these useful.

Thank you to everyone that has bought Lean Analytics (and will). I can’t tell you how much it means to Alistair and I.


Ben Yoskovitz
I'm VP Product at GoInstant (acq. by Salesforce).

I'm also a Founding Partner at Year One Labs, an early stage accelerator in Montreal. Previously I founded Standout Jobs (and sold it).

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