TRANSCRIPT 🔗
Hey there, product people. If you've ever wondered why some products fly off the shelves while others just gather dust, youre going to LOVE this episode.
I'm Laurier Mandin, and today we're doing something a little different on the podcast.
Instead of our usual interview format, I'll be sharing insights from my new book titled, "I Need That: Creating and Marketing Products People Are Compelled to Buy."
In a nutshell, it’s about how you can “flip” your product from a WANT to a Need, by tapping into customer’s deep aspirations and meaningful goals.
We'll dig into the psychology behind consumer needs, explore how to create products that resonate deeply with your audience, and uncover strategies to make your offerings irresistible. Whether you're a startup founder, product manager, or marketing pro, this episode is packed with actionable tips to transform your approach to product development and marketing.
So… grab a notebook, because we're about to unlock the secrets of creating products people can't live without.
As we dive into the key concepts from "I Need That," I want to share with you why I wrote this book. Over my three decades in marketing, I've seen countless innovative people pour their savings, time, and passion into products that were doomed from the start. It's heartbreaking to watch, and it happens far too often.
In fact, depending on the sector, between 70 and 90 percent of product commercialization efforts fail.
I wrote "I Need That" to give innovators the knowledge they need to avoid launching another failed product. My goal is to help you understand the crucial difference between products people want and products people need.
Think about it: we all want a ridiculous number of things, don't we? Our social media feeds and online browsing histories are filled with cool gadgets, stylish clothes, and shiny new tech that catches our eye. But how many of those things do we actually buy? For most of us, very few.
On the other hand, when we feel we truly need something, it becomes non-negotiable. We find a way to make it happen, whether it's a new tool for work, a solution to a persistent problem, or something that aligns deeply with our personal goals and aspirations.
I uncovered a fascinating trend while researching for "I Need That." It's about the word "need" itself and how its usage has evolved over time.
If we look at data from millions of books published over the past two centuries, we see something remarkable.
The use of the word "need" has increased dramatically, especially in recent decades. In fact, it's now used about SIX TIMES more frequently than it was in the early 1800s.
That’s a lot. And here's the thing: our basic survival needs haven't changed much in that time. We still need food, water, shelter, and safety. So why are we talking about "needs" so much more?
The answer lies in how we've expanded our definition of what constitutes a need. In our modern, affluent societies, we've elevated many wants to the status of need. Things that were once considered luxuries are now seen as necessities by many. Think of air conditioning in cars, smartphones or washing machines in houses. All of these were once things you’d brag about having, but most people now would hate to live without.
For product makers, understanding this shift is critical. It's not just about creating something useful or desirable. It's about tapping into that elevated, and completely fabricated, sense of need that drives purchases in today's market.
Think about your own buying habits. We're all constantly bombarded with ads and exposed to countless products every day. We might want hundreds of things we see, but we only buy a fraction of them. Why? Because we only purchase what we feel we need.
This is where the psychology of need comes into play. When we feel we need something, we're much more likely to overcome the natural resistance to spending money or changing our habits. We'll find a way to justify the purchase, to make it happen.
As a product creator, your job is to position your offering in a way that elevates it from a mere want to a perceived need. This doesn't mean manipulating consumers. Rather, it's about truly understanding their desires, aspirations, and pain points, and creating something that genuinely improves their lives in a meaningful way.
In "I Need That," I delve into strategies for achieving this. We explore how to identify the deep-seated needs your product can fulfill, how to communicate its value effectively, and how to create that sense of "I need that" in your target audience.
Remember, people don't buy products just because they exist or because they're attractive — or because they’re well-made. They buy them because they believe these products will fulfill a need – whether that's a practical need, an emotional need, or an aspirational one.
By recognizing this connection between perceived needs and purchasing behavior, you can create products that resonate more deeply with consumers. You can tap into that powerful feeling of need that turns casual browsers into eager buyers.
Coming up next, we'll explore specific strategies for doing just that...
The key to creating a successful product lies in understanding this distinction and learning how to position your offering as a need rather than just a want. It's about tapping into the psychology of consumer behavior and creating something that resonates on a deeper level.
We’ll explore strategies to help you do just that. We'll look at how to identify true needs, how to validate your ideas effectively, and how to create products that people feel compelled to buy.
So whether you're a seasoned product developer or just starting out with your first big idea, my hope is that "I Need That" will give you the tools and insights you need to create products that truly make a difference in people's lives - products they'll feel they can't live without.
Now, let's dig into some of the key concepts that can help you achieve this,
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starting with a fundamental question:
Why do people buy products?
It's not simply about fulfilling a want or desire. The most successful products tap into a deeper psychological need. They create a sense of urgency, a feeling that owning this product is non-negotiable.
One of the core concepts I explore and build on in the book is what I call the "CLIMB™ framework." CLIMB stands for Customer Life-Improving Mechanisms and Benefits. This framework helps us understand the different levels at which a product can impact a consumer's life:
It's based on a structure in the form of a ladder. At the bottom of the CLIMB ladder are the functional benefits: These are the basic, practical ways a product solves a problem or improves a situation.
Next up are emotional benefits: How does the product make the user feel?
The third ladder rung holds the transformative benefits: In what ways does the product change the user's life for the better?
And finally at the top are transcendent benefits: How does the product contribute to something bigger than the individual user?
By addressing multiple levels of the CLIMB framework, which I’ll teach you how to do in the book, you create a product that's not just useful, but truly compelling.
Another new concept you’ll learn is what I call the "Coveted Condition™." This is the idealized future state that your customer imagines achieving through your product. It's not just about what the product does, but who the customer believes they can become by using it.
For example, when someone buys a high-end camera, they're not just purchasing a device to take pictures. They're investing in the idea of becoming a skilled photographer, capturing beautiful moments, and perhaps even pursuing a new creative career.
Understanding and tapping into this Coveted Condition is key to creating products that people feel they truly need.
Now, let's talk about the importance of validation. One of the biggest mistakes I see product makers make is failing to properly validate their ideas before investing heavily in development. In the book, I outline strategies for effective validation, including:
1. Talking to the right people: Focus on those who represent your ideal customer, not just friends and family.
2. Asking the right questions: Don't just ask if people like your idea. Dig deeper into their current behaviors and pain points.
3. Observing actions, not just words: Pay attention to what people do, not just what they say they'll do.
The goal of validation isn't to prove your idea is great. It's to uncover the truth about whether there's a real market need for your product. Whether or not people will pay good money for it.
I also explore the concept of "Need vs. Resistance" in the book. Even when people recognize a need for a product, there's often resistance to adopting something new. This resistance can come from various sources:
• Fear of change
• Attachment to current solutions
• Concerns about cost or complexity
To overcome this resistance, your product needs to offer benefits that are significantly better than the status quo. In fact, research suggests that a new product needs to be perceived as ten times better than existing solutions to overcome the natural resistance to change.
Now, let's dive into one more crucial concept I explore in the book: the three selves of the consumer. Understanding these three selves is key to creating products that truly resonate with your target audience.
First there is the Remembering Self: This is the part of us that lives in past experiences. It's where we store memories and form opinions based on previous interactions with products or brands.
Then there is the Experiencing Self: This is the part of us that lives in the present moment, actively engaging with a product or service. Your experiencing self is listening to this podcast right now, and checking in with the remembering self to find experiences that either support or contradict what I’m telling you. These two selves are well known in behavioral psychology.
A completely new idea that I introduce is the concept of a Third Self: This is what I call the aspirational self, the version of ourselves we hope to become. It's where our dreams, fantasies, and future goals reside.
When developing and marketing a product, it's crucial to consider how it appeals to all three selves, perhaps most importantly the Third Self that becomes obsessed with products it can envision bringing future joy. It’s the daydreaming self that obsessed over a toy it wanted to have when you were a kid, or daydreams today about that trip you have to take before you kick the bucket.
You really ought to understand this concept if you make a product, so let's break this down before we move on:
For the Remembering Self, consider:
• How does your product align with your ideal buyer’s positive memories or experiences?
• And how can you orchestrate or facilitate memorable moments that will stick with the user long after they've used your product?
For the Experiencing Self, focus on:
• How does your product enhance the user's present moment?
• What immediate gratification, joy or pleasure does it provide?
And for the Third Self, think about:
• How does your product help the user become the person they aspire to be?
• What future goals or dreams does it support, and how does it bring on those dreams?
By learning to address all three selves, you’ll create a product that not only satisfies immediate needs but also aligns with the user's past experiences and future aspirations.
One more important aspect of product development that I discuss in the book is how we create truly intuitive user interfaces. One of those is the concept of "natural mapping." This is the idea that the most intuitive products align with how we naturally think and behave.
For example, think about a stovetop. The most intuitive design places the controls in a layout that mirrors the arrangement of the burners. This natural mapping makes it
immediately clear which control corresponds to which burner, reducing confusion and errors.
When developing your product, ask yourself:
• How can I make its use as intuitive as possible?
• Are there existing mental models or behaviors that I can leverage?
• And how can I absolutely minimize the cognitive load required for people to use the product? Basically, how user friendly can I possibly make it?
The more naturally your product fits into your users' hands, lives and thought processes, the more likely they are to adopt it, continue using it, and tell other people about it. Sharing depends on caring. And caring requires fast and painless adoption.
Now, let's talk about the importance of storytelling in product marketing. In "I Need That," I emphasize that it's never enough to simply list your product's features and benefits. You need to craft a compelling narrative that helps potential customers visualize how your product fits into their lives.
A good product story should:
Identify a problem or pain point that resonates with your target audience
Show how your product solves this problem in a unique or superior way
Paint a vivid picture of the positive outcome of using your product
And connect with the emotional and aspirational aspects of your customers' lives
Remember, people don't just buy products; they buy better versions of themselves. Your story should help them see how your product will help them become that better version.
Research shows that we spend nearly half of our lives daydreaming and fantasizing. And feeding those daydreams with visions of your product delivering an amazing Coveted Condition is something I’ll teach you how to do.
Lastly, I want to touch on the concept of "scaling for needs." As your product grows and reaches more and more customers, it's crucial to maintain focus on the core needs you're addressing. However, you also have to be adaptable.
In the book, I discuss strategies for scaling your product while staying true to your core mission. This includes four important things:
First, Continuous validation: Keep checking in with your customers to ensure you're meeting their evolving needs.
Next, Modular design: Create a core product that can be easily adapted or expanded to meet different user needs or market segments.
Third, Building a learning organization: Foster a culture that values customer feedback and is quick to iterate based on new insights.
And fourth, Balancing innovation and familiarity: As you evolve your product, maintain enough familiarity that existing users don't feel alienated.
Remember, scaling is NEVER only about reaching more customers. It’s really about deepening your understanding of customer needs and continually refining your product to meet those needs. Better, and better, and better still.
And when you scale, everything gets magnified, including every manufacturing flaw, process issue and breakage problem. It’s so important to perfect every detail before you even think of scaling.
These concepts – the three selves, natural mapping, storytelling, and scaling for needs – are just a few of the many topics I explore in depth in "I Need That."
The print edition is over 300 pages, and at the end of every chapter is what I call the Quick Wins. There are over 100 of these in all, and they’re mini workshops, tactics and explorations designed to be completed in 10 to 30 minutes. Each one’s job is to move you forward another notch in your product journey, and to help ensure there is no way your product will fail.
By taking these actions and understanding and applying the principles I cover in I Need That, you can create products that don't just satisfy a temporary want, but fulfill a deep-seated need.
Whether you're a startup founder, a product manager in a large corporation, or anywhere in between, these insights will help you create products that truly resonate with your target audience and stand out in a crowded marketplace.
Of course, we’ve barely scratched the surface in this episode. Throughout the book, I provide practical strategies and tons of real-world examples to help you apply these ideas to your own product development and marketing efforts.
Remember, creating a successful product only starts with having a great idea. That is table stakes. Success depends on DEEPLY understanding your customers' needs, validating your concept thoroughly, and positioning your product in a way that makes it feel essential to the people who will appreciate it and succeed with it the most.
If you've found these insights valuable and are ready to learn step-by-step how to do these things exceptionally well, "I Need That" is available now on Amazon in hardcover, paperback and Kindle editions. And there’s now an audiobook version, beautifully read by voice actor and Radio Disney DJ Dean Wendt. Whatever way YOU love to consume knowledge,
Just search for "I Need That" in books, and look for the yellow and bergundy cover.
Thanks for tuning in to this special episode, and taking an interest in hearing a little about my new book. Until next time, keep innovating and stay curious about what makes us humans say, “I Need That.”
Find out more about the book and get links to order it wherever you live at my personal website at L Mandin dot com.
While you’re there, sign up for the Need Feed, my daily email and blog that gives you a steady and fascinating feed of product marketing tips, insights and advice.
That's it for this episode of Product: Knowledge. Find out more about me at l mandin .com and buy the book in the format you prefer on Amazon. You'll find links in the show notes.
Be sure to also visit GraphosProduct.com, where you'll find all the podcast episodes with transcripts, and get insights from our blog. Reach out to us on Twitter @GraphosProduct, or email us through the form at GraphosProduct.com.
Thanks for listening. I'm Laurier Mandin.