1. Remove the suck
Lessons in product differentiation
(myths, measures, and a formula to win)
@digitalcandy

2. Myth #1 The only thing you can do is
There's suck and not suck! suck less in specific ways

3. Accept some flaws.
It's unrealistic to be perfect.
Myth #1 The only thing you can do is
There's suck and not suck! suck less in specific ways

4. Myth #2 Feature match commoditizes
Always copy with pride! your job. Makes you cheaper.

5. Conventional wisdom makes
conventional results. Be different
Myth #2 Feature match commoditizes
Always copy with pride! your job. Makes you cheaper.

7. Be imperfect and unconventional?
How do I know when I get it right?

8. Be imperfect and unconventional?
How do I know when I get it right?
1 Measure the suck

9. 1 Measure the suck
Is that even possible?
?
? ?? ?

10. 1 Measure the suck
Is that even possible?
How do you know which
?
friends to keep?
?
? ??

11. 1 Measure the suck
Value adds
Energy required
Over 2x more Over 2x more
energy than value Generally equal value than energy
HATE < 0 < BAD < .5 < MEDIOCRE < 1 < LIKE < 2 < BEST +

12. 1 Measure the suck
Value adds
Energy required
Over 2x more Over 2x more
energy than value Generally equal value than energy
HATE < 0 < BAD < .5 < MEDIOCRE < 1 < LIKE < 2 < BEST +

13. 1 Measure the suck
Remember:
Value adds Suck is relative!
Energy required
Over 2x more Over 2x more
energy than value Generally equal value than energy
HATE < 0 < BAD < .5 < MEDIOCRE < 1 < LIKE < 2 < BEST +

14. 1 Measure the suck
+

15. 1 Measure the suck
Heuristics for
relationship design?
+

16. 1 Measure the suck
Heuristics for
relationship design?
+
Value adds
What does this bring to my life as a whole?
• Relevant to me: Does this fulfill a real NEED?
Helpful in a real situation? Common interests?
• Attachment: How hard is it to go without or
replace with an alternative?
• Dependability: Will I get ripped off? Am I well

17. 1 Measure the suck
Heuristics for
relationship design?
+
Value adds Energy required
What does this bring to my life as a whole? Everything takes commitment, even if just attention.
• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers?
Helpful in a real situation? Common interests? Can be money, amount of information, etc.
• Attachment: How hard is it to go without or • Time: How long to set up & maintain?
replace with an alternative?
• Level of difficulty: Is this relationship strenuous?
• Dependability: Will I get ripped off? Am I well

18. 1 Measure the suck
Heuristics for
relationship design?
+
Value adds Energy required
What does this bring to my life as a whole? Everything takes commitment, even if just attention.
Design research
• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers?
Helpful in a real situation? Common interests? Can be money, amount of information, etc.
• Attachment: How hard is it to go without or • Time: How long to set up & maintain?
replace with an alternative?
• Level of difficulty: Is this relationship strenuous?
• Dependability: Will I get ripped off? Am I well

19. 1 Measure the suck
Heuristics for
relationship design?
+
Value adds Energy required
What does this bring to my life as a whole? Everything takes commitment, even if just attention.
Design research
• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers?
Helpful in a real situation? Common interests? Can be money, amount of information, etc.
Seductive interactions
• Attachment: How hard is it to go without or • Time: How long to set up & maintain?
replace with an alternative?
• Level of difficulty: Is this relationship strenuous?
• Dependability: Will I get ripped off? Am I well

20. 1 Measure the suck
Heuristics for
relationship design?
+
Value adds Energy required
What does this bring to my life as a whole? Everything takes commitment, even if just attention.
Design research
• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers?
Helpful in a real situation? Common interests? Can be money, amount of information, etc.
Seductive interactions
• Attachment: How hard is it to go without or • Time: How long to set up & maintain?
replace with an alternative?
Help, availability, ethics • Level of difficulty: Is this relationship strenuous?
• Dependability: Will I get ripped off? Am I well

21. 1 Measure the suck
Heuristics for
relationship design?
+
Value adds Energy required
What does this bring to my life as a whole? Everything takes commitment, even if just attention.
Design research
• Relevant to me: Does this fulfill a real NEED? "the catch"
• Cost: Is this relationship taxing for what it offers?
Helpful in a real situation? Common interests? Can be money, amount of information, etc.
Seductive interactions
• Attachment: How hard is it to go without or • Time: How long to set up & maintain?
replace with an alternative?
Help, availability, ethics • Level of difficulty: Is this relationship strenuous?
• Dependability: Will I get ripped off? Am I well

22. 1 Measure the suck
Heuristics for
relationship design?
+
Value adds Energy required
What does this bring to my life as a whole? Everything takes commitment, even if just attention.
Design research
• Relevant to me: Does this fulfill a real NEED? "the catch"
• Cost: Is this relationship taxing for what it offers?
Helpful in a real situation? Common interests? Can be money, amount of information, etc.
Seductive interactions
• Attachment: How hard is it to go without or • Time: How long to set up & maintain?
replace with an alternative? Usability
Help, availability, ethics • Level of difficulty: Is this relationship strenuous?
• Dependability: Will I get ripped off? Am I well

23. 1 Measure the suck
Value adds +
• Relevant to me: Does this fulfill a real NEED?
-5 -4 -3 -2 -1 1 2 3 4 5
Helpful in a real situation? Common interests?
• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5
replace with an alternative?
-5 -4 -3 -2 -1 1 2 3 4 5
• Dependability: Will I get ripped off? Am I well
Energy required
• Cost: Is this relationship taxing? 5 4 3 2 1
Can be money, amount of information, etc.
10 9 8 7 6 5 4 3 2 1
• Time: How long to set up & maintain?
10 9 8 7 6 5 4 3 2 1
• Level of difficulty: Is this relationship strenuous?

24. 1 Measure the suck
Value adds + 10
• Relevant to me: Does this fulfill a real NEED?
-5 -4 -3 -2 -1 1 2 3 4 5
Helpful in a real situation? Common interests?
• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5
replace with an alternative?
-5 -4 -3 -2 -1 1 2 3 4 5
• Dependability: Will I get ripped off? Am I well
Energy required
15 5 4 3 2 1
• Cost: Is this relationship taxing?
Can be money, amount of information, etc.
10 9 8 7 6 5 4 3 2 1
• Time: How long to set up & maintain?
10 9 8 7 6 5 4 3 2 1
• Level of difficulty: Is this relationship strenuous?

25. 1 Measure the suck
Value adds + 10
2
• Relevant to me: Does this fulfill a real NEED?
-5 -4 -3 -2 -1 1 2 3 4 5
Helpful in a real situation? Common interests?
• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5
replace with an alternative?
-5 -4 -3 -2 -1 1 2 3 4 5
• Dependability: Will I get ripped off? Am I well
Energy required
15
3 5 4 3 2 1
• Cost: Is this relationship taxing?
Can be money, amount of information, etc.
10 9 8 7 6 5 4 3 2 1
• Time: How long to set up & maintain?
10 9 8 7 6 5 4 3 2 1
• Level of difficulty: Is this relationship strenuous?

26. 1 Measure the suck
Value adds + 10
2
• Relevant to me: Does this fulfill a real NEED?
-5 -4 -3 -2 -1 1 2 3 4 5
Helpful in a real situation? Common interests?
50% more
• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5
replace with an alternative?
work than
value!
-5 -4 -3 -2 -1 1 2 3 4 5
• Dependability: Will I get ripped off? Am I well
Energy required
15
3 5 4 3 2 1
• Cost: Is this relationship taxing?
Can be money, amount of information, etc.
10 9 8 7 6 5 4 3 2 1
• Time: How long to set up & maintain?
10 9 8 7 6 5 4 3 2 1
• Level of difficulty: Is this relationship strenuous?

27. And after I measure!?
2 Visualize

28. 2 Visualize
0
Value
0 5 10 15
3
-3.75
Over 2x more value
6
2.0
Energy
-7.5
9
more value
-11.25
more energy
12
Over 2x more energy
0.5 1.0
-15
0 2.5 5 7.5 10 12.5 15

29. 2 Visualize
0
Value
0 5 10 15
3
-3.75
Over 2x more value
6
2.0
Energy
-7.5 50% less
9 suck
more value
-11.25
more energy
12
Over 2x more energy
0.5 1.0
-15
0 2.5 5 7.5 10 12.5 15

30. 2 Visualize
0
Value
0 5 10 15
3
-3.75
Over 2x more value
6 100% less
2.0
suck
Energy
-7.5 50% less
9 suck
more value
-11.25
more energy
12
Over 2x more energy
0.5 1.0
-15
0 2.5 5 7.5 10 12.5 15

31. How do I prioritize!?
3 Use Strategy

32. About the Joneses 3 Use Strategy

33. When to say NO 3 Use Strategy
0
Value
0 5 10 15
3
-3.75
6
Energy
-7.5
9
-11.25
12
-15
0 2.5 5 7.5 10 12.5 15

34. When to say NO 3 Use Strategy
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5
9
-11.25
12
-15
0 2.5 5 7.5 10 12.5 15

35. When to say NO 3 Use Strategy
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5
9
1.5
-11.25
12
0.25 0.75
-15
0 2.5 5 7.5 10 12.5 15

36. When to say NO 3 Use Strategy
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5 Get testimonials
9
1.5
-11.25
12
0.25 0.75
-15
0 2.5 5 7.5 10 12.5 15

37. When to say NO 3 Use Strategy
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5 Get testimonials
9
1.5
-11.25
12
Invest in
root causes
0.25 0.75
-15
0 2.5 5 7.5 10 12.5 15

38. When to say NO 3 Use Strategy
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5 Get testimonials
9
Invest in things 1.5
non-standard
-11.25
12
Invest in
root causes
0.25 0.75
-15
0 2.5 5 7.5 10 12.5 15

39. When to say NO 3 Use Strategy
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5 Get testimonials
9
Invest in things 1.5
non-standard
-11.25 Cut, partner, or
12
Invest in use a standard
root causes (.25 to .75)
0.25 0.75
-15
0 2.5 5 7.5 10 12.5 15

40. How to convince others!?
4 Build a case

41. Point out where, why, 4 Build a case
and how much
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5 Get testimonials
B
9
Invest Invest
-11.25 Cut, partner, or
12
use a standard
C (.25 to .75)
-15
A
0 2.5 5 7.5 10 12.5 15

42. Point out where, why, 4 Build a case
and how much
0
Value
0 5 10 15
3
Market these features
-3.75
6
Energy
-7.5 Get testimonials
B
9
Invest Invest
-11.25
12
Cut, partner, or 36%
use a standard less
C (.25 to .75)
-15
A
0 2.5 5 7.5 10 12.5 15

43. Point out where, why, 4 Build a case
and how much
0
Value
0 5 10 15
3
Market these features
-3.75
66%
6 less
Energy
-7.5 Get testimonials
B
9
Invest Invest
-11.25
12
Cut, partner, or 36%
use a standard less
C (.25 to .75)
-15
A
0 2.5 5 7.5 10 12.5 15

44. Point out where, why, 4 Build a case
and how much
0
Value
0 5 10 15
3
Market these features
-3.75
66%
6 less
0%
26 ss
Energy
-7.5 Get testimonials
le B
9
Invest Invest
-11.25
12
Cut, partner, or 36%
use a standard less
C (.25 to .75)
-15
A
0 2.5 5 7.5 10 12.5 15

45. Compare the impact 4 Build a case
of features A, B, and C
Competitiv What it
Feature Suck* Dev cost
e zone means?
Incremental
A 36% less Medium Invest
investment
Testimonial Press
B 66% less Medium s/
Release
Marketable
Significant
C 260% less Large Standard
release
(*Suck calculation is "after" ratio divided by "before". And YES, some
features can actually increase suck!)

46. How to Differentiate:
2 Visualize
1 Measure the suck 3 Strategize
4 Build case
Accept Plan around

47. Remove the suck
Lessons in product differentiation
(myths, measures, and a formula to win)
@digitalcandy