characteristics of homo-economicus• efﬁcient• predictable• motivated by the best deals• inﬂuenced heavily by marketing• will always work in his/her own best interest• mostly rational in buying decisions
characteristics of homo-feelgoodomicus• inefﬁcient• unpredictable• motivated by what makes him/her happy• ignores marketing messages where possible and rails against marketing messages that annoy• will sometimes cut of his/her nose to spite his/her face• buys crap that makes no sense whatsoever, like those big foam ﬁngers for $10 at sports games
you just can’t build prediction models for this stuff
7 reasons that happiness is key to success1. happy customers talk to more people about their positive experience2. unhappy customers talk to the MOST people about their negative experience3. happy customers are repeat customers4. happy customers will pay more for an awesome experience5. happy customers are loyal6. happy customers will drive your marketing for you7. happy employees are more productive, creative and loyal
competence includes:•conﬁdence in one’s abilities/knowing one’s strength’s•feedback from others on one’s performance•learning and growing skills•self-actualization•doing meaningful work•getting into ﬂow
self-esteem includes:•your ‘set-point’ or natural (genetic) conﬁdence level•something you can work on through cognitive behavioral therapy, meditation or medications•not inﬂuenced from the outside world, but apparent when triggered by events from the outside world
the pillars of happiness • autonomy • competence • relatedness • self-esteem or set pointfrom the Journal of Personality and Social Psychology, published by the American Psychological Association (APA) 2007.
what is really important about knowing these pillarsis to understand what works AGAINST happinessas much as what creates it.
we need to take the stuff that leads to peoplefeeling autonomous and build it into what we aredoing...
5 ways to create feelings of autonomy1. give people tools to personalize their experiences2. build tools that democratize previously inaccessible industries3. offer clear and attractive choices4. be open and transparent5. don’t lock people in
5 ways to increase feelings of competence1. create ﬂow...simple entry point to more complex systems2. allow ways for mentors to interact with newbies (create rewards)3. build consecutive levels of achievement into the experience4. plant ‘easter eggs’5. don’t talk down to your customer
The ﬂow state is an optimal state of intrinsicmotivation, where the person is fully immersed inwhat he or she is doing. This is a feeling everyonehas at times, characterized by a feeling of greatfreedom, enjoyment, fulﬁllment, and skill—andduring which temporal concerns (time, food, ego-self, etc.) are typically ignored.
achieving ﬂow• skills acquired along the way• clear goals• feedback provided along the way• user control• facilitate concentration and involvement by making the activity as distinct as possible from so-called reality
5 ways to increase relatedness1. build in multiple ways for customers to interact2. have many collaborative experiences3. create simple ways for customers to share with a friend4. design for generosity5. create online/ofﬂine meeting experiences
makes customers happy by• giving choice in style of notebook - but not too much choice (autonomy)• connecting the experience with turn of the century intellectuals (competence)• moleskinerie (relatedness)• social object (relatedness)
makes customers happy by• creating a tool for simple spurts of self expression (autonomy)• ability to learn more advanced functions (competence)• api allows people to build and be more creative with the core (competence)• simplicity of tweeting questions and getting instant answers (competence)• following others gives stream of consciousness (relatedness)• learning about others day to day mundane to deep thoughts and emotions (relatedness)
makes customers happy by• plugin architecture and templating system allows for total personalization (autonomy)• open source and transparent (autonomy)• really simple hosted solutions all the way to self-installed (competence)• lots of easter eggs (competence)• sphere plugin, promotion of popular blogs, comment systems and trackbacks (relatedness)
exercise: applying the principles of happiness toYOUR company