“If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as from your own.”
Henry Ford
Look at your product and growth strategies
through the lens of empathy.
Start with your pitch.
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
Theodore Levitt
No one wants to sign up for your website.
They want their problem solved.
Good pitch
Let’s look at lifecycle emails
with empathy.
Lifecycle emails should help users.
Bad example
Good example
A real-world example: AngelList Talent Landing Page
What does the user want?
To find a startup job.
Before
• “Show, don’t tell”
• Dead-end clicks
• Little explanation
After
• Single CTA — “Find a job”
• Fewer clickable elements
• More explanation
• Forced signup
Look at your product and growth strategies
through the lens of empathy.
All growth strategies should help the user
achieve their goals.
Empathy is the building block for influence.
Understanding people leads to
empathy leads to
influence leads to
growth.
“When dealing with people, remember you are not dealing with creatures of logic, but with creatures bristling with prejudice and motivated by pride and vanity.”
Dale Carnegie
People don’t change. Use that to your advantage.
Learn from the masters
6 Types of Influence
Reciprocation
Commitment & Consistency
Social Proof
Liking
Authority
Scarcity
Use as many types of influence as possible.
(Bonus points for all 6)
Reciprocation
Commitment & Consistency
Commitment & Consistency
Social Proof
Liking
Authority
Scarcity
Example: AngelList
Example: Humble Bundle
Empathy is the building block for the six types of influence.