If You're Curious About These Questions...
You should listen to this audiobook
- What's the secret to designing products that don't just sit on a shelf, but actually change the way your customers behave?
- What if the key to your next big breakthrough isn't brainstorming new ideas, but working backward from the exact action you want your customers to take?
- Are you curious about how the hidden forces of behavioral science can be used to predict—and shape—exactly how your potential consumers will act?
Listen to Start at the End — Free Audiobook
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Key Takeaways from Start at the End
- Understand why successful product design requires working backward by first identifying the specific consumer behavior you want to promote and the reality you want to create.
- Learn how to initiate the Intervention Design Process by identifying a potential insight and validating it with qualitative or quantitative data before investing resources.
- Discover how to craft a precise behavioral statement by combining your target behavior, population, motivation, preconditions, and success metrics into a single guiding sentence.
- Master the technique of pressure mapping to uncover the specific promoting factors that encourage your desired consumer behavior and the inhibiting factors that hold people back.
- Recognize the profound impact of irrational promoting pressures, such as superficial visual details, and understand how they can powerfully influence user decisions alongside logical factors.
Start at the End — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: To start the Intervention Design Process, you must first identify and validate a potential insight.
Chapter 3: The next stage in the Intervention Design Process is drafting a behavior statement.
Chapter 4: Now it’s time to chart the pressures shaping your target population’s behavior today.
Chapter 5: The pressures that promote and hinder behavior are complex and ever-changing.
Chapter 6: A pressure map provides a comprehensive picture of why your target population behaves as it does in specific contexts.
Chapter 7: Consider how to alter the pressures that are shaping your target population’s behavior today.
Chapter 8: Next, you must carry out an ethical review of the behavior you aim to promote.
Chapter 9: You also must conduct an ethical review of the interventions you’re currently considering.
Chapter 10: Now it’s time to run pilot studies to test your interventions.
Chapter 11: Finally, you need to carry out more formal tests of your interventions, and then decide which to implement overall.
Start at the End Summary & Overview
Start at the End (2019) provides a highly practical, step-by-step approach to designing products and services that make an impact on the world. Drawing on behavioral science, the process begins with a simple question: How do we want our potential consumers to act? It then works backward to figure out how to make that vision a reality.
Who Should Listen to Start at the End?
- Start-up employees looking for a way to shake up their industry’s playing field
- Leaders of established companies looking for their next big idea
- Entrepreneurs interested in applying behavioral science to their pursuit of business
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