·       goal should be that you customer thinks that they are awesome

·       People with passion

o      show off

o      learn

o      continuously improve

o      evangelise

·       It’s not about your software, it what it let’s them do

·       Help people get better!

·       don’t tell me what to do, teach me and I’ll do the rest

·       don’t make a better X, make a better user of X

·       Word of Mouth vs. Word of Obvious

·       find ways to motivate people when the experience is not yet good. You’ve got to get through the “suck” threshold.

·       There’s a bigger thing than your product or your competitor which is where people’s passion lies. Blog, tweet, teach about that.

·       brains care about stories

·       help them justify using your product – to others!

o      motivate and inspire them

·       help users do something that they wish they could do

·       make the right thing easy and the wrong thing difficult

·       see peter bregman [sic?] blog post on harvardreview.org

·       what would you users want to put on their T-shirt?

·       make your users smarter

·       challenge, discovery, share, knowledge, etc – to help your users get better

·       give users a WTF button, FAQs and help are not good enough

·       you want the users to think that they are awesome