The jobs-to-be-done framework isn’t new, but I’ve only recently started digging into it much more since it’s been gaining a lot of traction everywhere I look. For a nice primer on the topic see Eric Portelance’s recent article for Teehan+Lax called The Iceberg of Jobs-to-be-Done, in which he explains how crucial this framework is for good product design:

[Most successful products are created by] people who understand the importance of creating products that solve real customer problems, and have a set of tools and frameworks like jobs-to-be-done that they use to identify and validate the real human problems they’re trying to solve in the market.

The progress-making forces diagram has been particularly useful for me in client work, since it helps people understand how difficult it can be to change existing user behavior. I’m not a huge fan of the diagram on the JTBD site, so we made a new one:

The basic premise of the diagram is this. For someone to move from their existing behavior (a product they’re currently using) to new behavior (switching to a new product), there are two types of forces at work: progress-making forces, and progress-hindering forces.

Progress-making forces move people from their existing behavior to the new behavior, and consists of the push of the current situation (things they’re not happy with in the current product) and the pull of the new idea (things that sound appealing about the new product). Progress-hindering forces, on the other hand, hold people back from switching to new behavior. It consists of allegiance to the current behavior (things they really like about the current product) and the anxiety of the new solution (worries about learning curves and not being able to accomplish their goals with the new solution).

What this comes down to is that for someone to switch from an existing product to a new product, the progress-making forces have to be stronger than the progress-hindering forces. This might seem obvious, but applying this model to your product planning can inject an extremely healthy dose of reality. Is the product really that much better than a current solution? What does the new product have to do to overcome people’s allegiance to what they’re currently using?

In the context of product design this can be a crucial component to making a go/no-go decision on whether to go ahead with an idea, so it’s always a mental test I run with the teams when we’re working through our planning.

Last month I posted a theory on how Facebook might get taken down by competitors. From Taking down Facebook, piece by piece:

Facebook is in a classic position where, as a dominant provider of horizontal social services, it is in danger of being taken down piece by piece by several vertical players who provide specific, narrow experiences very well. Facebook has become a social media firehose. It won’t be replaced by another firehose, but by a bunch of different cocktails that users can customize as they please.

Over the past few weeks, a couple of things happened that appears to back up that theory. First, there’s The Guardian report Teenagers say goodbye to Facebook and hello to messenger apps:

Their gradual exodus to messaging apps such as WhatsApp, WeChat and KakaoTalk boils down to Facebook becoming a victim of its own success. The road to gaining nearly 1.2 billion monthly active users has seen the mums, dads, aunts and uncles of the generation who pioneered Facebook join it too. No surprise, then, that Facebook is no longer a place for uninhibited status updates about pub antics, but an obligatory communication tool that younger people maintain because everyone else does. All the fun stuff is happening elsewhere.

And then, of course, there is yesterday’s news that Snapchat Spurned $3 Billion Acquisition Offer from Facebook:

Facebook is interested in Snapchat because more of its users are tapping the service via smartphones, where messaging is a core function. Facebook has rapidly increased the share of its revenue coming from mobile advertising, but said last month that fewer young teens were using the service on a daily basis.

Perhaps trying to acquire all their vertical competitors is the wrong approach for Facebook. Ben Evans summed it up very well in Instagram and YouTube:

So buying Instagram certainly looks like a good trade — it would be worth a lot more if it was selling today. But as a strategic move, it’s looking increasingly irrelevant. Is FB going to buy WhatsApp, Snapchat, Line, Kakao and the next ten that emerge as well? Sure, some of those will disappear, but it doesn’t look like FB will crush the competitors the way it did on the desktop. On mobile, FB will be just one of many.

Just maybe, Facebook might have been better off rethinking the core product instead of buying what turned out to be just one of a swarm of alternative services.

That last sentence is key. Instead of trying to expand their territory, Facebook should fortify their core product and defend that territory to the death. Even though everything was different in 2009, I think the conclusion I drew back then in Why Facebook should forget about Twitter still holds true:

So here is my advice to Facebook: go where your users are. Understand how they use the site, what their needs and behaviors are. Go visit them, talk to them, watch them navigate around, understand why they are there in the first place. And then enhance your platform to fulfill those needs. Build new ways to feel closer to the people in your life. Make it easier to share and discuss media. Build families-only mini-communities. Who knows what you can come up with if you just understand your users and build a web site for their needs?

My thanks to Lootback for sponsoring Elezea’s RSS feed this week!

According to recent research, the average small business owner can expect to pay somewhere between $100 and $200 for stock images for their website. Of course, for the owner going through a professional designer, this is just part of a larger number. If you’re a designer, you should always be looking for ways to bring down the final cost of a website. Outbidding the competition isn’t the only factor when it comes to success, but cutting costs where possible certainly won’t hurt.

If you’ve been looking for a way to bring down your stock image costs and increase your bottom line, a new website may be able to help. It’s called Lootback.com, and it functions as a stock image search engine. The site partners with some of the biggest names in the stock photo industry, including iStock, ShutterStock, Graphicriver, Themeforest, and more. The premise is simple: they get a commission on every photo you buy through their site and then split that commission with you.

Lootback provides users with a compilation image search engine. You type in whichever keywords fit your needs and it will come back with results from their industry partners. Helpfully, once you’ve created an account, Lootback will tell you right away how much you will save on a particular image once you’ve clicked on it. Rebates are paid into your account within 12 hours. That said, Lootback only pays out 4 times a year, so don’t expect cash back right away. Still, if you’re a designer who buys hundreds of images a year, the savings could prove substantial.

There are a lot of websites out there that promise to save the average shopper some money, but very few are dedicated to helping out web designers. Lootback aims to save designers time and money and they do a pretty good job of it. If you’ve been in search of a way to bring down your costs, Lootback is a good place to start.

Sponsorship by The Syndicate.

Whenever I see an article that cites academic research in an oversimplified, generic way, one of my hobbies is to dig into the source papers to see if those glib statements are accurate¹. For example, here’s a journey through an article that states that we supposedly get approximately the same type of pleasure from talking about ourselves on social media as we do from having sex.

Having said that, naturally this paragraph from The Guardian’s The secrets of the world’s happiest cities intrigued me:

Stutzer and Frey found that a person with a one-hour commute has to earn 40% more money to be as satisfied with life as someone who walks to the office.

This seemed exactly like the type of sweeping statement that every journalist thinks they can get away with because really, who’s going to read a 40-page academic paper to see if it’s true? Either that, or they don’t understand the research themselves. But let’s assume they’re cunning, not stupid.

Source: xkcd

Anyway, off I went to read the Stutzer and Frey paper Stress That Doesn’t Pay: The Commuting Paradox.

To understand what the paper actually says, we need to dig into the methodology just a little bit. The authors based their study on the principle of economic equilibrium, which is “a state where economic forces such as supply and demand are balanced and in the absence of external influences the (equilibrium) values of economic variables will not change.” They apply this to an underlying mathematical model that predicts that both the monetary and the mental costs of commuting are compensated for on the labor market (higher salaries) and the housing market (lower rent).

In short, what this means is that Utility (the authors use commuters’ reported satisfaction with life as a proxy measure for individual utility) is made up of three factors in this model:

• The negative effect of spending more time commuting
• The positive effect of earning a higher salary
• The positive effect of paying less for rent

The important thing to understand is that it’s all about equilibrium. When people spend longer time commuting, they self-report lower life satisfaction (Utility in our model). So this lower satisfaction has to be offset by higher salaries and/or lower rent to keep the equation in a state of equilibrium.

Ok, now we’re ready to look at that statement again. The Guardian‘s claim is derived from this section in the paper:

Before we discuss the potential explanations, we want to calculate how high the hurdle is. How far short of full compensation does the equilibrium prediction fall for people in the data set? In other words, how much additional income would a commuter have to earn in order to be as well off as somebody who does not commute?

The money quote is from this footnote:

Full compensation for commuting one hour (one way), compared with no commuting, is estimated to require an additional monthly income of approximately 515 Euro or 40 percent of the average monthly wage.

This shows us that there are two main issues with The Guardian’s quote:

1. Earning more money doesn’t increase satisfaction with life. It just compensates for the lack of satisfaction (“Utility” in the formula) caused by longer commutes. Remember, this model is about economic equilibrium. You’re still less satisfied, the additional money just makes you ok with that. To put it another way: more money doesn’t increase satisfaction, it just makes up for the lack of satisfaction caused by the longer commute. You’re not happier, you just deal with the unhappiness because you’re getting paid more.
2. It’s not “40% more money”, it’s 515 Euro, which equals 40% of the average monthly wage. For example, for commutes of 23 minutes (as opposed to one hour), that number is 242 Euros, which is equal to 18.86% of the average monthly wage.

A more accurate statement would therefore be this:

Stutzer and Frey found that a person with a one-hour commute has to earn 515 Euro more (or 40% of an average monthly wage in Germany) to compensate for the dissatisfaction caused by their long commute.

You might think that this is a storm in teacup. Why bother? So they printed a mildly inaccurate statement that most people will gloss over anyway, what’s the big deal? Well, the problem is that these things have a tendency to spread far and wide. Look at the number of retweets here:

A person w/ a 1hr commute has to earn 40% more money to be as satisfied with life as someone who walks to the office http://t.co/XZoOEKPs5H

— Charles Montgomery (@thehappycity) November 10, 2013

The statement is now even further out of context. Immediately we make the connection in our brains: more money = a more satisfied life. That’s not only not what the research says, we also know it’s just not true.

That’s why I think it’s important to call this kind of inaccuracy out, and why I want to encourage us to read the academic papers behind the easy percentages that get thrown around online. I learned a great deal about different economic and happiness models from this paper. It wasn’t boring at all, and I now understand what the research actually says. I think that’s time well spent.

We’ve seen a lot of articles about the negative effects of social networks this year. And yes, I’ve even written a few of those. So it was refreshing to read Roxane Gay’s What Twitter does — a reflection on the positive side of social networks:

Social networking does not offer a universal panacea, but it is something far more significant than “constant self-promotion.” The bonds of this community, at least the one I have found, are sprawled and unruly, but these bonds are not merely virtual. I travel all the time and wherever I go, I meet people with whom I am acquainted online. There may be initial awkwardness, but always, always, there is familiarity. We may not know each other but we know something of each other. We are a little less alone. Sometimes, the change technology brings is simple, intimate, and still significant.

One of the main criticisms against social media is that it fosters superficial relationships. Roxane’s point is that knowing a few superficial things about someone is better than knowing nothing, because it gives you a head start on a possible friendship.

Earlier today I delivered a talk called “How to build an audience in 743 difficult steps” at WordCamp Cape Town. This is a written version of the core points from the talk.

The biggest question every writer asks when they start publishing online is, “How do I get people to read my stuff?” There are many answers to this question, and these answers are usually now referred to as “content marketing”. Proposed methods run the gamut of SEO and Marketing advice, from back-linking and infographic making to the perfect way to write headlines (“People love lists!”).

This is a story about deciding to take a route that avoids most of these traditional content marketing methods. It’s a story of how a struggling blog with an insignificant number of readers has become not only a source of great joy and expression for me, but also a source of non-insignificant income. This is definitely not a story about how to get to 1 million page views a month. It’s a story about how to make your page views count.

Why write, anyway?

We should start at the beginning. Why write and publish online? It’s a lot of work and the payoff doesn’t always seem very clear. So why do it? I believe there are two main reasons for maintaining a personal site (and publishing there regularly).

First, it’s an excellent way to practice what Clive Thompson calls The art of public thinking:

The process of writing exposes your own ignorance and half-baked assumptions. I often don’t realize what I don’t know until I’ve started writing, at which point my unanswered questions and lazy, autofill thinking becomes obvious.

I’ve found this to be 100% true. Often, when I don’t understand a topic, I’ll just start writing about it, and in doing so the areas that need clarification start to crystalize. I also often start writing about something I think I understand well, but as I’m writing it becomes clear that I have huge knowledge/experience gaps somewhere. So I go away and figure it out before finishing the piece.

Second, your personal site is your resume. Many people have written about the importance of owning your identity, but I think Mitch Joel sums it up best in The New Resume:

Resumes have transformed from these static white pages into three dimensional, real-time personas that live, breathe, share and connect. Nothing will impress more than an individual who has taken the time to craft and share their perspectives about either the industry that they serve or what inspires them.

I’ve written quite a bit about the idea of work as platform, and owning your identity — separate from where you currently work — is a crucial component of that.

Let’s build an audience!

So those are the two main reasons I started this site. I wanted to get the benefits of public thinking, I wanted to have a record of my thoughts, and I wanted to do it in a way that’s hopefully interesting enough for others to enjoy as well. With those goals in mind, I was ready to go. I basically went off and did a whole lot of this:

Unfortunately, as anyone who has tried starting blog knows, “if you build it, they will come” is a big fat lie. Instead, this started happening with increasing frequency:

So, instead of happily “building an audience”, I started each day clearing out angry comments, and then walking around like this for the rest of the day:

Once that happens — once things suddenly don’t go according to plan — the lure of the easy can easily get you. Instead of focusing on providing quality content, the shortcuts that you’d vowed you’d never take suddenly become very attractive. Instead of automatically trashing those incessant emails about backlinking and infographic creation and paid content creation, you start reading them and before long you start considering all the ugly SEO tricks you’ve publicly scorned. And before you know it, your site looks like this:

Source: How to get more likes on Facebook

This is a dangerous place to be, and I’ve been there more than once. There have been many times where I’ve been on the verge of just stopping and shutting the site down, because I couldn’t see the use. Yet every time I came close to closing up shop, one question kept coming up in my mind: Why are we so unwilling to work hard for the things that we want? And then I saw someone articulate that thought perfectly…

The long, hard, stupid way (3 lessons)

I came across the idea of the long, hard, stupid way in a brilliant talk by Frank Chimero. He describes an episode of the TV show Treme where chef David Chang describes his cooking philosophy:

Just because we’re a casual restaurant, doesn’t mean we don’t hold ourselves to fine dining standards. We try to do things the right way. That usually means doing things the long, hard, stupid way.

Go ahead and think about a time when you learned to do something really difficult. Maybe it was learning to ride a skateboard, figuring out a new math equation, or debugging your first piece of code. Do you remember the strain, the frustration, and the countless failures? And do you also remember the enormous satisfaction you felt as you slowly mastered that task? Do you remember how doing it the hard way carried with it not only the benefits of learning that skill, but also many tangential thoughts or experiences that sparked new passions or interests?

When we do things the hard way, we invest in ourselves in the best possible way. We kick off an endless cycle of learning and mastery that helps us grow and lead fulfilling lives of purpose. When we take shortcuts, we become mere pretenders. We learn how to play the part, but there is no substance or continued growth. The instant gratification makes us build the house of cards ever higher, which brings anxiety about the whole thing coming tumbling down. Why would we shortchange ourselves like that?

Cal Newport nailed it when he said, “There is no avoiding the deliberate strain of real improvement.” If you want to become a better writer, read more and publish more. If you want to learn to design/code/fly, watch fewer episodes of Downton Abbey and practice the things that don’t come easy. And if you really want more Twitter followers, make and share things that are awesome, and be patient.

So what does this mean for online publishing? Over time I’ve learned 3 important lessons that have formed the foundation of how I write Elezea, and what I want this site to be.

The first lesson is Steven Pressfield’s timeless advice in The Most Important Writing Lesson I Ever Learned:

Nobody — not even your dog or your mother — has the slightest interest in your commercial for Rice Krispies or Delco batteries or Preparation H. Nor does anybody care about your one-act play, your Facebook page or your new sesame chicken joint at Canal and Tchopotoulis.

It isn’t that people are mean or cruel. They’re just busy.

Nobody wants to read your shit.

The thing is, once you realize that no one cares about the stuff you write, it’s actually quite liberating. It’s at that point that you realise that writing is a simple transaction between you and your readers. They have time and attention — which is more valuable than ever — and you have to provide content that is worthy of that time and attention. Otherwise we’re just wasting people’s time, and they certainly won’t stick around for that. No matter how many times I read it, I still love this Paul Ford quote from 10 Timeframes:

If we are going to ask people, in the form of our products, in the form of the things we make, to spend their heartbeats on us, on our ideas, how can we be sure, far more sure than we are now, that they spend those heartbeats wisely?

Remember the transaction between you and your readers, and make sure that when they pay you with their time and attention, they’re getting something worthy in return. But wait… how do I know if something is worthy…?

The second lesson I learned is that not everything is worthy of people’s attention. Content creation is becoming increasingly robotic and algorithmic, so instead of thinking about how people spend their heartbeats, we’re thinking about how to get them to click on things, regardless of what’s behind that click. We know that Yahoo tests more than 45,000 combinations of headlines and images every five minutes on its home page. We also know that The Huffington Post will serve different versions of a page to a couple of random groups and, after five minutes, the best headline will be selected. That sounds really smart, and they’ve obviously been extremely successful at generating traffic, but that approach is missing two key components. It’s missing what Merlin Mann refers to as Obsession times Voice.

Obsession is that thing that people want you to shut up about. The thing that wakes you up at night, the minuscule detail that you can’t stop thinking about. What is that thing that you just can’t let go of? That’s your obsession.

Voice is how you talk about that obsession. It’s the perspective that you bring on the topic, and the way you communicate why it’s your obsession.

So there’s a simple formula for what makes something worthy of people’s time. It’s Obsession times Voice. It’s a unique perspective on something you care deeply about, that no one else can copy. That’s the kind of thing I want to read on the web. Look at sites like The Loop, Daring Fireball, and The Brooks Review. They’re all successful because they’ve figured out the Obsession times Voice equation.

The third lesson I learned is that writing is relatively easy when compared to actually publishing the stuff that you write. That’s where it gets real. I still feel like this every time I hover over the Send to Blog button:

The thing is, publishing what you write is the only way you’re going to get better at it. Once your words are out there, it will be scrutinized. That is terrifying but also really exciting. People will correct you on things when you are wrong. That is a bonus benefit of thinking in public: you learn so much from feedback. But that only happens if you get things out of your drafts folder and onto your site.

How is that working out?

Building Elezea on these principles has worked pretty well for me so far. It has not only brought writing and advertising opportunities, but more importantly, it has brought me a great community of readers who communicate regularly via email and Twitter and other platforms.

If I can sum up what I’ve learned about online publishing in one sentence, it’s that who your readers are is more important than how many you have. Sure, I’d love for my traffic to grow a little bit faster. But I won’t do it if it comes at the cost of compromising the principles I’ve described above, because I know a click is empty until someone actually sticks around for more than a few minutes. That’s what makes this a meaningful and fulfilling experience, and that’s what makes me push on and keep writing here week after week.

So for those of you who keep coming back, THANK YOU. Not to get all mushy on you, but you make me happy.

For those interested, the full slide deck from the talk is here.

From Jared Sinclair’s excellent “Form Follows Function” Is More Complicated Than iOS 7 Thinks, in which he explains why some of the skeuomorphic elements of iOS 1-6 were actually useful:

On iOS, putting function before form is not as simple as paring down icons to a strict grid and color palette. There are functions beyond literal communication that iOS designers must balance. Making icons warm and inviting serves many deeper purposes. It builds your confidence in the device. It makes you feel in control. It sets your mind and thumbs at ease. It communicates through feeling and memory, and when done well, resonates with human experience in a way that PCs never could.

There have been a few other defences of appropriate skeuomorphic elements recently. From Kevin Suttle’s Frame of Reference:

There has been quite a bit of confusion over what skeuomorphism is. Many define it as “creating digital products or interfaces that resemble their physical counterparts”. The goal of skeuomorphic style was to leverage our pre-existing affordances and lend a healthy amount of familiarity and confidence to digital interfaces.

And from Dan Wineman’s must-read Look, and Feel:

Affordances are the baby to skeuomorphism’s bathwater. When they engage our instincts just right, they create an emotional bond, and the unfamiliar becomes inviting. Without them, it’s just pictures under glass. It makes no difference how flat, how deep, how minimal, or how ornate the look-and-feel is if it can’t show us, when we look, how to feel.

So, as it turns out, good design is (still) all about affordance.

A big thanks to Techi.com for sponsoring Elezea’s RSS feed this week!

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Sponsorship by The Syndicate.