Start at the End 1

What’s in it for me? Learn a systematic, scientific approach to designing products and services. 

When a new product or service is successful, it doesn’t just make a lot of money; it changes the world. That might sound dramatic, but consider the iPhone when it debuted. It didn’t just move a lot of units; it fundamentally changed the way we interact with our mobile devices, integrating them into our everyday lives in many different ways. In other words, it transformed our behavior.  That’s why behavioral modification should be at the forefront of our minds when we approach the task of designing new products and services. Instead of just thinking about how we can sell stuff, we should take a step back and ask ourselves, what’s the behavior we’re trying to promote? Or to put it a little more poetically, what kind of reality are we trying to create?  From there, we can work backward in designing new products and services. That’s what Starting at the End is all about. Drawing on behavioral science, these readims offer a systematic approach to product and service design. In these readims, you’ll learn  how to sum up your vision of a new reality into a single, powerful statement;  how to create a map of the influences on your potential customers’ behavior; and  how to use that map to modify those influences and thereby transform the world. 

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