SlideShare a Scribd company logo
how to be useful?
ingmar de lange / mountview.nl

@idelange
how do we avoid this?
1. user
2. brand
3. journey
4. organization
focus.
1. user
2. brand
3. journey
4. organization
let’s start with a classic.
think about what people do.
runshoe
ability
make them do it better.
motivation
run
ability
remove friction they experience.
motivation
run
there is always friction.
ability
make it seamless for them.
motivation
run
seamless is key for utilities.
seamless changes industries.
the possibilities are endless.
focus on what people do.
make that seamless.
in short: user.
1. user
2. brand
3. journey
4. organization
approach your brand differently.
1 2
why do people use your brand?
price speed
this is amazon.
its organization is aligned to these values.
its advertising budget was used for free delivery.
it offers fast purchases…
and even faster purchases…
and even fasterrrr purchases…
1 2
why do people use your brand?
how to attract attention with your utility?
make your utility spectaculair.
-
!
there are three kinds of utilities.
+
-
!
your utility should be here.
+
tesla has spectacular brand utilities.
tesla has spectacular brand utilities.
32
in short: brand.
simple spectaculair
1. user
2. brand
3. journey
4. organization
don’t try to do everything well.
customer journey
which part has the most friction?
customer journey
uber found a pain point.
focus your utility on this part.
use existing utilities for the other parts.
then grow your utility!
reach depth
use data for this.
i
grow your reach.
grow your depth.
create a positive lock-in.
focus on friction.
use other utilities.
extend reach and depth.
in short: journey.
1. user
2. brand
3. journey
4. organization
so many ideas, where to start?
47
focus on the 20% where you can make a difference.
48
start with 6 months and the budget of 1 campaign.
1
49
start small, but scalable.
50
act like a corporate garage.
51
where is the main bottleneck?
people culture
tools budget
pick your battles.
act like a start-up.
know your bottleneck.
in short: organization.
thank you!
ingmar de lange
ingmar@mountview.nl

@idelange

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Useful brands by Ingmar de Lange. UBX Conference 2015, Munich