[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.53,0:00:01.11,Default,,0000,0000,0000,,All right.
Dialogue: 0,0:00:01.11,0:00:05.80,Default,,0000,0000,0000,,So when I talk about making\Nproducts users love what I
Dialogue: 0,0:00:05.80,0:00:09.50,Default,,0000,0000,0000,,mean specifically is like\Nhow do we make things that
Dialogue: 0,0:00:09.50,0:00:12.80,Default,,0000,0000,0000,,has a passionate user base\Nthat our users
Dialogue: 0,0:00:12.80,0:00:16.95,Default,,0000,0000,0000,,are unconditionally wanting\Nit to
Dialogue: 0,0:00:16.95,0:00:19.59,Default,,0000,0000,0000,,be successful both on the\Nproducts that we build, but
Dialogue: 0,0:00:19.59,0:00:20.96,Default,,0000,0000,0000,,also the companies behind\Nthem.
Dialogue: 0,0:00:22.40,0:00:25.68,Default,,0000,0000,0000,,We're gonna go over tons of\Ninformation.
Dialogue: 0,0:00:25.68,0:00:27.26,Default,,0000,0000,0000,,Try not to take too many\Nnotes,
Dialogue: 0,0:00:27.26,0:00:28.29,Default,,0000,0000,0000,,mostly just try to listen.
Dialogue: 0,0:00:28.29,0:00:30.75,Default,,0000,0000,0000,,I'll post the link to the\Nslides on my Twitter account
Dialogue: 0,0:00:30.75,0:00:33.47,Default,,0000,0000,0000,,and on that link, there will\Nbe a way for you to
Dialogue: 0,0:00:33.47,0:00:35.57,Default,,0000,0000,0000,,annotate the slide and you\Ncan ask me questions.
Dialogue: 0,0:00:35.57,0:00:36.84,Default,,0000,0000,0000,,And so if we don't get to\Nthem,
Dialogue: 0,0:00:36.84,0:00:38.40,Default,,0000,0000,0000,,I'll answer them after the\Ntalk.
Dialogue: 0,0:00:39.12,0:00:40.84,Default,,0000,0000,0000,,So, you guys have been.
Dialogue: 0,0:00:40.84,0:00:41.48,Default,,0000,0000,0000,,Listening to and
Dialogue: 0,0:00:41.48,0:00:45.29,Default,,0000,0000,0000,,hearing a lot about growth\Nover the last several weeks,
Dialogue: 0,0:00:45.30,0:00:48.50,Default,,0000,0000,0000,,and to me I feel like growth\Nis usually fairly simple.
Dialogue: 0,0:00:48.50,0:00:50.41,Default,,0000,0000,0000,,It's the interaction between\Ntwo sort of concepts or
Dialogue: 0,0:00:50.41,0:00:51.45,Default,,0000,0000,0000,,variables.
Dialogue: 0,0:00:51.45,0:00:54.43,Default,,0000,0000,0000,,Conversion rate and churn.
Dialogue: 0,0:00:54.43,0:00:55.10,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:00:55.10,0:00:57.95,Default,,0000,0000,0000,,And the gap between those\Ntwo things pretty
Dialogue: 0,0:00:57.95,0:01:00.92,Default,,0000,0000,0000,,much indicate how fast\Nyou're gonna grow.
Dialogue: 0,0:01:00.92,0:01:04.19,Default,,0000,0000,0000,,And most people, especially\Nbusiness type people,
Dialogue: 0,0:01:04.19,0:01:06.29,Default,,0000,0000,0000,,tend to look at this\Ninteraction in terms of
Dialogue: 0,0:01:06.29,0:01:08.98,Default,,0000,0000,0000,,a very calculated in a\Nmathematical sort of way.
Dialogue: 0,0:01:08.98,0:01:10.70,Default,,0000,0000,0000,,And today, I sort of want to
Dialogue: 0,0:01:10.70,0:01:12.18,Default,,0000,0000,0000,,talk about these things at a\Nmore human scale.
Dialogue: 0,0:01:12.18,0:01:14.72,Default,,0000,0000,0000,,All right, cuz at start up\Nwhen you're interacting with
Dialogue: 0,0:01:14.72,0:01:16.70,Default,,0000,0000,0000,,your users, you have a\Nfairly intimate
Dialogue: 0,0:01:16.70,0:01:19.10,Default,,0000,0000,0000,,interaction that you have in\Nthe early stages.
Dialogue: 0,0:01:19.10,0:01:21.20,Default,,0000,0000,0000,,And so, I think there's a\Ndifferent way of looking at
Dialogue: 0,0:01:21.20,0:01:23.20,Default,,0000,0000,0000,,this stuff in terms of how\Nwe build our products.
Dialogue: 0,0:01:23.20,0:01:25.80,Default,,0000,0000,0000,,And we'll look at a lot of\Ndifferent examples of that.
Dialogue: 0,0:01:25.80,0:01:26.19,Default,,0000,0000,0000,,And how it's executed well.
Dialogue: 0,0:01:27.50,0:01:31.30,Default,,0000,0000,0000,,My philosophy behind a lot\Nof things that I teach
Dialogue: 0,0:01:31.30,0:01:33.43,Default,,0000,0000,0000,,startups is the best way to\Nsort of get to a billion
Dialogue: 0,0:01:33.43,0:01:36.00,Default,,0000,0000,0000,,dollars is to focus on the\Nvalues that help you
Dialogue: 0,0:01:36.00,0:01:38.87,Default,,0000,0000,0000,,get that first dollar, to\Nacquire that first user.
Dialogue: 0,0:01:38.87,0:01:41.80,Default,,0000,0000,0000,,If you sort of get that\Nright everything else will
Dialogue: 0,0:01:41.80,0:01:43.27,Default,,0000,0000,0000,,sort of take care of itself.
Dialogue: 0,0:01:43.27,0:01:45.19,Default,,0000,0000,0000,,It's a sort of faith thing.
Dialogue: 0,0:01:45.19,0:01:49.77,Default,,0000,0000,0000,,So I came to be a partner at\NYC by way of being alumni.
Dialogue: 0,0:01:49.77,0:01:51.80,Default,,0000,0000,0000,,I went to the program in\Nwinter of 2006, so
Dialogue: 0,0:01:51.80,0:01:53.89,Default,,0000,0000,0000,,it's the second ever program\Nand
Dialogue: 0,0:01:53.89,0:01:55.42,Default,,0000,0000,0000,,I built a product called\NWufoo.
Dialogue: 0,0:01:55.42,0:01:57.50,Default,,0000,0000,0000,,Wufoo's an online forum\Nbuilder.
Dialogue: 0,0:01:57.50,0:01:58.83,Default,,0000,0000,0000,,It helps you create contact\Nforums and
Dialogue: 0,0:01:58.83,0:02:01.17,Default,,0000,0000,0000,,online surveys and simple\Npayment forms.
Dialogue: 0,0:02:01.17,0:02:03.35,Default,,0000,0000,0000,,It's basically a database\Nthat looks like it's
Dialogue: 0,0:02:03.35,0:02:05.89,Default,,0000,0000,0000,,designed by Fisher Price.
Dialogue: 0,0:02:05.90,0:02:05.81,Default,,0000,0000,0000,,What's.
Dialogue: 0,0:02:05.81,0:02:09.45,Default,,0000,0000,0000,,Interesting, though, is that\Nbecause it was fairly easy
Dialogue: 0,0:02:09.45,0:02:13.29,Default,,0000,0000,0000,,to use, we're had customers\Nfrom every industry, market,
Dialogue: 0,0:02:13.29,0:02:15.71,Default,,0000,0000,0000,,and vertical you can think\Nof, including a,
Dialogue: 0,0:02:15.71,0:02:18.27,Default,,0000,0000,0000,,a majority of the Fortune\N500 companies out there.
Dialogue: 0,0:02:18.27,0:02:21.43,Default,,0000,0000,0000,,Ran the company for five\Nyears, and
Dialogue: 0,0:02:21.43,0:02:24.70,Default,,0000,0000,0000,,then we were acquired by\NSurveyMonkey in 2013.
Dialogue: 0,0:02:24.70,0:02:26.42,Default,,0000,0000,0000,,And at the time,
Dialogue: 0,0:02:26.42,0:02:28.50,Default,,0000,0000,0000,,we were a very interesting\Nacquisition.
Dialogue: 0,0:02:28.50,0:02:30.46,Default,,0000,0000,0000,,We were only a team of ten\Npeople at the time.
Dialogue: 0,0:02:30.46,0:02:32.68,Default,,0000,0000,0000,,And, while we acquired\Nfunding out here in
Dialogue: 0,0:02:32.68,0:02:35.82,Default,,0000,0000,0000,,Silicon Valley through Y\NCombinator we actually ran
Dialogue: 0,0:02:35.82,0:02:37.42,Default,,0000,0000,0000,,the company from Florida.
Dialogue: 0,0:02:37.42,0:02:39.33,Default,,0000,0000,0000,,We had no office.
Dialogue: 0,0:02:39.33,0:02:40.47,Default,,0000,0000,0000,,Everyone worked from home.
Dialogue: 0,0:02:41.67,0:02:44.16,Default,,0000,0000,0000,,And we're an interesting\Noutlier.
Dialogue: 0,0:02:44.16,0:02:47.94,Default,,0000,0000,0000,,So, each dot here represents\Na start up that was,
Dialogue: 0,0:02:47.94,0:02:50.40,Default,,0000,0000,0000,,that exited through IPO or\Nacquisition.
Dialogue: 0,0:02:50.40,0:02:51.76,Default,,0000,0000,0000,,And we're this outlier to\Nthe left.
Dialogue: 0,0:02:51.76,0:02:53.69,Default,,0000,0000,0000,,The bottom is the funding\Namount they took.
Dialogue: 0,0:02:53.69,0:02:55.53,Default,,0000,0000,0000,,And the vertical axis is,
Dialogue: 0,0:02:55.53,0:02:57.44,Default,,0000,0000,0000,,the valuation of the company\Nat the time.
Dialogue: 0,0:02:57.44,0:02:58.17,Default,,0000,0000,0000,,To sum it up,
Dialogue: 0,0:02:58.17,0:03:01.68,Default,,0000,0000,0000,,the average startup rates as\Nabout $25 million.
Dialogue: 0,0:03:01.68,0:03:04.93,Default,,0000,0000,0000,,And they return to their\Ninvestors about 676%.
Dialogue: 0,0:03:04.93,0:03:09.44,Default,,0000,0000,0000,,Wufoo raised about $118\Nthousand total.
Dialogue: 0,0:03:09.44,0:03:13.83,Default,,0000,0000,0000,,And our return to our\Ninvestors is about 29,000%.
Dialogue: 0,0:03:13.83,0:03:14.81,Default,,0000,0000,0000,,>> So a lot of people were\Nvery interested.
Dialogue: 0,0:03:14.81,0:03:15.80,Default,,0000,0000,0000,,And are sort of like.
Dialogue: 0,0:03:15.80,0:03:16.40,Default,,0000,0000,0000,,What makes.
Dialogue: 0,0:03:16.40,0:03:17.51,Default,,0000,0000,0000,,Wufoo a little bit different\Nor
Dialogue: 0,0:03:17.51,0:03:19.59,Default,,0000,0000,0000,,how do we run the company\Nvery differently, and
Dialogue: 0,0:03:19.59,0:03:20.91,Default,,0000,0000,0000,,a lot of it was focused on\Nproduct.
Dialogue: 0,0:03:22.54,0:03:24.65,Default,,0000,0000,0000,,We weren't interested in\Nbuilding software that,
Dialogue: 0,0:03:24.65,0:03:28.91,Default,,0000,0000,0000,,I guess that just people\Nwanted to use.
Dialogue: 0,0:03:28.91,0:03:30.70,Default,,0000,0000,0000,,Right.\NThat reminding you that you
Dialogue: 0,0:03:30.70,0:03:30.99,Default,,0000,0000,0000,,worked in a cubicle,
Dialogue: 0,0:03:30.99,0:03:33.56,Default,,0000,0000,0000,,cuz it was database app at\Nits sort of core.
Dialogue: 0,0:03:33.56,0:03:36.56,Default,,0000,0000,0000,,We wanted a product that\Npeople wanted to love.
Dialogue: 0,0:03:36.56,0:03:38.60,Default,,0000,0000,0000,,That people wanted to have a\Nrelationship with, and we
Dialogue: 0,0:03:38.60,0:03:41.92,Default,,0000,0000,0000,,were actually very fanatical\Nabout how we approached.
Dialogue: 0,0:03:41.92,0:03:43.57,Default,,0000,0000,0000,,This idea.
Dialogue: 0,0:03:43.57,0:03:44.93,Default,,0000,0000,0000,,At the point where it's\Nalmost sort of
Dialogue: 0,0:03:46.92,0:03:48.73,Default,,0000,0000,0000,,sort of sciency sort of way.
Dialogue: 0,0:03:50.17,0:03:52.44,Default,,0000,0000,0000,,So what we said was like\NOkay.
Dialogue: 0,0:03:52.44,0:03:55.30,Default,,0000,0000,0000,,What's interesting about\Nstart-ups in terms of
Dialogue: 0,0:03:55.30,0:03:58.58,Default,,0000,0000,0000,,us wanting to create things\Nthat people love is that,
Dialogue: 0,0:03:58.58,0:04:00.93,Default,,0000,0000,0000,,love and unconditional sort\Nof feelings are things that
Dialogue: 0,0:04:00.93,0:04:02.92,Default,,0000,0000,0000,,are difficult for us to do\Nin sort of real life.
Dialogue: 0,0:04:03.99,0:04:06.58,Default,,0000,0000,0000,,And at start-ups we have to\Ndo it sort of at scale.
Dialogue: 0,0:04:06.58,0:04:07.59,Default,,0000,0000,0000,,So we've decided to do is
Dialogue: 0,0:04:07.59,0:04:09.51,Default,,0000,0000,0000,,just start of by just\Nlooking at, Okay,
Dialogue: 0,0:04:09.51,0:04:12.75,Default,,0000,0000,0000,,how does real relationships\Nwork in the real world, and
Dialogue: 0,0:04:12.75,0:04:14.39,Default,,0000,0000,0000,,how can we apply them to\Nsort of how we
Dialogue: 0,0:04:14.39,0:04:17.63,Default,,0000,0000,0000,,run our business and sort of\Nbuild our product that way.
Dialogue: 0,0:04:17.63,0:04:20.40,Default,,0000,0000,0000,,So we'll go over basically\Nthese two metaphors,
Dialogue: 0,0:04:20.40,0:04:22.19,Default,,0000,0000,0000,,find new users as if we're\Ntrying to date them and
Dialogue: 0,0:04:22.19,0:04:25.52,Default,,0000,0000,0000,,existing users as if it were\Na successful marriage.
Dialogue: 0,0:04:25.52,0:04:28.46,Default,,0000,0000,0000,,So when it comes to dating,\Nlot of the stuff that
Dialogue: 0,0:04:28.46,0:04:31.63,Default,,0000,0000,0000,,we uncovered had to do with\Nfirst impressions.
Dialogue: 0,0:04:33.16,0:04:36.27,Default,,0000,0000,0000,,all, all of you often talk\Nabout your relationships in
Dialogue: 0,0:04:36.27,0:04:37.44,Default,,0000,0000,0000,,terms of the origin story.
Dialogue: 0,0:04:37.44,0:04:38.95,Default,,0000,0000,0000,,If I asked you to tell me\Nabout the first kiss,
Dialogue: 0,0:04:38.95,0:04:40.76,Default,,0000,0000,0000,,how you sort of met, how you\Nproposed,
Dialogue: 0,0:04:40.76,0:04:42.53,Default,,0000,0000,0000,,these are the things that we\Nsay over and
Dialogue: 0,0:04:42.53,0:04:43.25,Default,,0000,0000,0000,,over and over again.
Dialogue: 0,0:04:43.25,0:04:45.58,Default,,0000,0000,0000,,They're basically the\Nword-of-mouth stories of our
Dialogue: 0,0:04:45.58,0:04:47.59,Default,,0000,0000,0000,,relationships, and they're\Nthe same kinds of
Dialogue: 0,0:04:47.59,0:04:49.99,Default,,0000,0000,0000,,things that we do with\Ncompanies.
Dialogue: 0,0:04:49.99,0:04:50.56,Default,,0000,0000,0000,,Human beings
Dialogue: 0,0:04:50.56,0:04:52.26,Default,,0000,0000,0000,,are relationship\Nmanufacturing creatures.
Dialogue: 0,0:04:52.26,0:04:56.44,Default,,0000,0000,0000,,We cannot help, but create\Nand anthropomorphize
Dialogue: 0,0:04:56.44,0:04:59.59,Default,,0000,0000,0000,,the things we interact with\Nover and over again.
Dialogue: 0,0:04:59.59,0:05:01.20,Default,,0000,0000,0000,,So, whether it's the cars we\Ndrive,
Dialogue: 0,0:05:01.20,0:05:04.22,Default,,0000,0000,0000,,the clothes we wear, the\Ntools and software's we use,
Dialogue: 0,0:05:04.22,0:05:06.47,Default,,0000,0000,0000,,we eventually prescribe\Ncharacteristics to it.
Dialogue: 0,0:05:06.47,0:05:07.25,Default,,0000,0000,0000,,A personality.
Dialogue: 0,0:05:07.25,0:05:08.57,Default,,0000,0000,0000,,And we expect it to behave a\Ncertain way.
Dialogue: 0,0:05:08.57,0:05:11.35,Default,,0000,0000,0000,,And that's how we sort of\Ninteract with it.
Dialogue: 0,0:05:11.35,0:05:13.14,Default,,0000,0000,0000,,Now first impressions are\Nimportant for
Dialogue: 0,0:05:13.14,0:05:14.76,Default,,0000,0000,0000,,the starting of any\Nrelationship,
Dialogue: 0,0:05:14.76,0:05:16.42,Default,,0000,0000,0000,,because it's the one we tell\Nover and over again.
Dialogue: 0,0:05:16.42,0:05:16.96,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:05:16.96,0:05:19.71,Default,,0000,0000,0000,,And there's something\Nspecial about how we
Dialogue: 0,0:05:19.71,0:05:20.91,Default,,0000,0000,0000,,regard that origin story.
Dialogue: 0,0:05:20.91,0:05:22.30,Default,,0000,0000,0000,,I'll give an example.
Dialogue: 0,0:05:22.30,0:05:24.10,Default,,0000,0000,0000,,If you're on a first date\Nwith somebody,
Dialogue: 0,0:05:24.10,0:05:26.90,Default,,0000,0000,0000,,and you're having a nice\Ndinner, and
Dialogue: 0,0:05:26.90,0:05:28.51,Default,,0000,0000,0000,,you catch them picking their\Nnose.
Dialogue: 0,0:05:28.51,0:05:31.93,Default,,0000,0000,0000,,You are probably not gonna\Nhave another date with them.
Dialogue: 0,0:05:31.93,0:05:33.44,Default,,0000,0000,0000,,Right, but if you're married\Nto someone for
Dialogue: 0,0:05:33.44,0:05:34.13,Default,,0000,0000,0000,,about 20 to 30 years,
Dialogue: 0,0:05:34.13,0:05:37.56,Default,,0000,0000,0000,,and you catch on the Barca\NLounger digging for
Dialogue: 0,0:05:37.56,0:05:38.64,Default,,0000,0000,0000,,gold right?
Dialogue: 0,0:05:38.64,0:05:40.38,Default,,0000,0000,0000,,You don't immediately like\Ncall your lawyer,
Dialogue: 0,0:05:40.38,0:05:42.66,Default,,0000,0000,0000,,right, and then say like we\Nhave a problem here.
Dialogue: 0,0:05:42.66,0:05:45.31,Default,,0000,0000,0000,,I need to start drawing up\Npapers for divorce.
Dialogue: 0,0:05:45.31,0:05:46.85,Default,,0000,0000,0000,,You shrug your shoulders and
Dialogue: 0,0:05:46.85,0:05:48.51,Default,,0000,0000,0000,,say at least he has a heart\Nof gold.
Dialogue: 0,0:05:49.56,0:05:51.47,Default,,0000,0000,0000,,So solving about.
Dialogue: 0,0:05:51.47,0:05:54.74,Default,,0000,0000,0000,,First time interactions\Nmeans that the threshold is
Dialogue: 0,0:05:54.74,0:05:58.15,Default,,0000,0000,0000,,so much lower in terms of\Npass fail.
Dialogue: 0,0:05:58.15,0:06:00.59,Default,,0000,0000,0000,,So, in software, and for
Dialogue: 0,0:06:00.59,0:06:03.25,Default,,0000,0000,0000,,most products in internet\Nsoftware that we use, like,
Dialogue: 0,0:06:03.25,0:06:05.29,Default,,0000,0000,0000,,first impressions are pretty\Nobvious.
Dialogue: 0,0:06:05.29,0:06:06.42,Default,,0000,0000,0000,,And they're the things that\Nyou see a lot of
Dialogue: 0,0:06:06.42,0:06:07.89,Default,,0000,0000,0000,,companies sort of pay\Nattention to in terms of
Dialogue: 0,0:06:07.89,0:06:10.41,Default,,0000,0000,0000,,what they send their\Nmarketing people to work on.
Dialogue: 0,0:06:10.41,0:06:13.83,Default,,0000,0000,0000,,My argument for people who\Nare very good at product is
Dialogue: 0,0:06:13.83,0:06:16.30,Default,,0000,0000,0000,,they discover so many other\Nfirst moments, and
Dialogue: 0,0:06:16.30,0:06:18.89,Default,,0000,0000,0000,,they make those something\Nmemorable.
Dialogue: 0,0:06:18.89,0:06:21.99,Default,,0000,0000,0000,,Right, the first email you\Never get from a piece of
Dialogue: 0,0:06:21.10,0:06:21.76,Default,,0000,0000,0000,,software.
Dialogue: 0,0:06:21.76,0:06:24.90,Default,,0000,0000,0000,,What happens when you first\Nlog in?
Dialogue: 0,0:06:24.90,0:06:26.48,Default,,0000,0000,0000,,The links, the advertising,\Nthe very first time you
Dialogue: 0,0:06:26.48,0:06:27.73,Default,,0000,0000,0000,,interact with customer\Nsupport.
Dialogue: 0,0:06:27.73,0:06:31.94,Default,,0000,0000,0000,,All of those are\Nopportunities to seduce.
Dialogue: 0,0:06:31.94,0:06:33.89,Default,,0000,0000,0000,,So how did we think about.
Dialogue: 0,0:06:33.89,0:06:35.85,Default,,0000,0000,0000,,Sort of like making first\Nmoments on there,
Dialogue: 0,0:06:35.85,0:06:38.61,Default,,0000,0000,0000,,and we actually took this\Nconcept from the Japanese.
Dialogue: 0,0:06:38.61,0:06:41.12,Default,,0000,0000,0000,,They actually have two words\Nfor
Dialogue: 0,0:06:41.12,0:06:43.20,Default,,0000,0000,0000,,how to describe things when\Nyou're finished with them
Dialogue: 0,0:06:43.20,0:06:45.54,Default,,0000,0000,0000,,in terms of saying like is\Nthis a quality item.
Dialogue: 0,0:06:45.54,0:06:47.40,Default,,0000,0000,0000,,And the two words of quality\Nare atarimae hinshitsu and
Dialogue: 0,0:06:47.40,0:06:48.29,Default,,0000,0000,0000,,miryokuteki hinshitsu.
Dialogue: 0,0:06:48.29,0:06:51.47,Default,,0000,0000,0000,,And the first one means,\Ntaken for
Dialogue: 0,0:06:51.47,0:06:53.20,Default,,0000,0000,0000,,granted quality, basically\Nfunctionality.
Dialogue: 0,0:06:53.20,0:06:55.12,Default,,0000,0000,0000,,And the last one sort of\Nmeans,
Dialogue: 0,0:06:55.12,0:06:56.55,Default,,0000,0000,0000,,enchanting quality, right?
Dialogue: 0,0:06:58.10,0:06:59.75,Default,,0000,0000,0000,,Take for example a pen,\Nright?
Dialogue: 0,0:06:59.75,0:07:04.17,Default,,0000,0000,0000,,Something has miryokuteki,\Nright, if the weight of
Dialogue: 0,0:07:04.17,0:07:06.22,Default,,0000,0000,0000,,the pen, the way the ink\Nflows out of it, the way
Dialogue: 0,0:07:06.22,0:07:08.96,Default,,0000,0000,0000,,it's viewed by the people\Nreading the handwriting from
Dialogue: 0,0:07:08.96,0:07:12.20,Default,,0000,0000,0000,,the pen is pleasurable both\Nto the user of the pen and
Dialogue: 0,0:07:12.20,0:07:15.11,Default,,0000,0000,0000,,the people who experience\Nthe byproducts of it,
Dialogue: 0,0:07:15.11,0:07:16.84,Default,,0000,0000,0000,,right, taking it to the sort\Nof next level.
Dialogue: 0,0:07:19.15,0:07:20.15,Default,,0000,0000,0000,,Start with some examples.
Dialogue: 0,0:07:20.15,0:07:23.43,Default,,0000,0000,0000,,So this is Wufoo's Login\Nlink, and
Dialogue: 0,0:07:23.43,0:07:26.28,Default,,0000,0000,0000,,it has a dinosaur on it,\Nwhich I think is awesome.
Dialogue: 0,0:07:26.28,0:07:29.80,Default,,0000,0000,0000,,But if you hover over it,
Dialogue: 0,0:07:29.80,0:07:32.60,Default,,0000,0000,0000,,the spec has the added\Nbenefit of having a tool tip
Dialogue: 0,0:07:32.60,0:07:33.69,Default,,0000,0000,0000,,that doesn't explain like\Nhow to login or
Dialogue: 0,0:07:33.69,0:07:36.26,Default,,0000,0000,0000,,what it does, but basically,\Nrawr.
Dialogue: 0,0:07:36.26,0:07:37.80,Default,,0000,0000,0000,,And.
Dialogue: 0,0:07:37.80,0:07:39.89,Default,,0000,0000,0000,,What we noticed about this,\Nlike in early usability
Dialogue: 0,0:07:39.89,0:07:42.28,Default,,0000,0000,0000,,studies as like this put a\Nsmile on people's faces.
Dialogue: 0,0:07:42.28,0:07:43.63,Default,,0000,0000,0000,,Like, hands down.
Dialogue: 0,0:07:43.63,0:07:44.17,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:07:44.17,0:07:45.30,Default,,0000,0000,0000,,Universally.
Dialogue: 0,0:07:45.30,0:07:46.64,Default,,0000,0000,0000,,And I think a lot of times\Nwhen we
Dialogue: 0,0:07:46.64,0:07:48.53,Default,,0000,0000,0000,,are assessing products, we\Nnever think about,
Dialogue: 0,0:07:48.53,0:07:50.19,Default,,0000,0000,0000,,like, hey what is the\Nemotion on
Dialogue: 0,0:07:50.19,0:07:52.49,Default,,0000,0000,0000,,the person's face when they\Ninteract with this?
Dialogue: 0,0:07:53.58,0:07:55.50,Default,,0000,0000,0000,,This is Vimeo's log in page\Nthis is
Dialogue: 0,0:07:55.50,0:07:57.70,Default,,0000,0000,0000,,actually a couple integr,\Niterations ago.
Dialogue: 0,0:07:57.70,0:07:59.54,Default,,0000,0000,0000,,It's one I find to be the\Nmost beautiful, but.
Dialogue: 0,0:08:00.57,0:08:02.20,Default,,0000,0000,0000,,It lets you know that when\Nyou're starting out on
Dialogue: 0,0:08:02.20,0:08:03.18,Default,,0000,0000,0000,,this journey with Vimeo,
Dialogue: 0,0:08:03.18,0:08:04.64,Default,,0000,0000,0000,,that this is gonna be\Nsomething different.
Dialogue: 0,0:08:05.82,0:08:07.17,Default,,0000,0000,0000,,They do this all over the\Napp.
Dialogue: 0,0:08:07.17,0:08:09.81,Default,,0000,0000,0000,,If you search for the word\Nfart, as you scroll up and
Dialogue: 0,0:08:09.81,0:08:12.19,Default,,0000,0000,0000,,down it makes fart noises as\Nyou do this.
Dialogue: 0,0:08:12.19,0:08:12.73,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:08:12.73,0:08:13.92,Default,,0000,0000,0000,,There's something different,
Dialogue: 0,0:08:13.92,0:08:15.70,Default,,0000,0000,0000,,like this site interacts\Nwith you.
Dialogue: 0,0:08:15.70,0:08:16.29,Default,,0000,0000,0000,,>> Mm-hm.\N>> It's a little bit
Dialogue: 0,0:08:16.29,0:08:17.53,Default,,0000,0000,0000,,magical, it's a little bit\Ndifferent.
Dialogue: 0,0:08:17.53,0:08:19.51,Default,,0000,0000,0000,,And it's something that you\Nwanna talk about.
Dialogue: 0,0:08:20.94,0:08:23.60,Default,,0000,0000,0000,,You don't have to always do\Nit with design.
Dialogue: 0,0:08:23.60,0:08:24.70,Default,,0000,0000,0000,,This is a sign up form for
Dialogue: 0,0:08:24.70,0:08:26.43,Default,,0000,0000,0000,,Cork which used to be a\Nsocial network for
Dialogue: 0,0:08:26.43,0:08:28.70,Default,,0000,0000,0000,,people who loved to drink\Nwine.
Dialogue: 0,0:08:28.70,0:08:31.19,Default,,0000,0000,0000,,On it, it says email\Naddress,
Dialogue: 0,0:08:31.19,0:08:33.24,Default,,0000,0000,0000,,it's also your sign-in and\Nhas to be legit.
Dialogue: 0,0:08:33.24,0:08:35.50,Default,,0000,0000,0000,,First name, what your mom\Ncalls you, last name,
Dialogue: 0,0:08:35.50,0:08:37.26,Default,,0000,0000,0000,,what your Army buddies call\Nyou.
Dialogue: 0,0:08:37.26,0:08:39.80,Default,,0000,0000,0000,,Password, something you'll\Nremember, but hard to guess,
Dialogue: 0,0:08:39.80,0:08:42.34,Default,,0000,0000,0000,,password confirmation, think\Nit a, type it again.
Dialogue: 0,0:08:42.34,0:08:43.56,Default,,0000,0000,0000,,Think of it as a test.
Dialogue: 0,0:08:43.56,0:08:46.70,Default,,0000,0000,0000,,It's literally a poem as you\Nfill out the form.
Dialogue: 0,0:08:46.70,0:08:47.54,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:08:47.54,0:08:50.69,Default,,0000,0000,0000,,And this is a kind of like\Nthing where you like,
Dialogue: 0,0:08:50.69,0:08:52.11,Default,,0000,0000,0000,,oh, I like the people behind\Nthis.
Dialogue: 0,0:08:52.11,0:08:53.85,Default,,0000,0000,0000,,I, I, I'm gonna enjoy this\Nexperience.
Dialogue: 0,0:08:53.85,0:08:55.97,Default,,0000,0000,0000,,Now what does it say when\Nyou fill out form like this?
Dialogue: 0,0:08:55.97,0:08:56.47,Default,,0000,0000,0000,,Right.
Dialogue: 0,0:08:56.47,0:08:58.96,Default,,0000,0000,0000,,On Yahoo, about what the\Npersonality.
Dialogue: 0,0:08:58.96,0:08:59.89,Default,,0000,0000,0000,,Of the site it's gonna be.
Dialogue: 0,0:08:59.89,0:09:02.50,Default,,0000,0000,0000,,And what's disappointing to\Nme is like,
Dialogue: 0,0:09:02.50,0:09:04.57,Default,,0000,0000,0000,,Yahoo forces every product\Nand
Dialogue: 0,0:09:04.57,0:09:07.96,Default,,0000,0000,0000,,service under them to use\Nthis exact same login form.
Dialogue: 0,0:09:07.96,0:09:09.45,Default,,0000,0000,0000,,Flickr, I had thought,
Dialogue: 0,0:09:09.45,0:09:11.28,Default,,0000,0000,0000,,had one of the best sort of\Ncall to actions.
Dialogue: 0,0:09:11.28,0:09:13.70,Default,,0000,0000,0000,,It was, get in there.
Dialogue: 0,0:09:13.70,0:09:14.20,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:09:16.20,0:09:17.26,Default,,0000,0000,0000,,This is Heroku's.
Dialogue: 0,0:09:19.90,0:09:19.65,Default,,0000,0000,0000,,Sign up page.
Dialogue: 0,0:09:19.65,0:09:21.23,Default,,0000,0000,0000,,I think this is an older\Nversion.
Dialogue: 0,0:09:21.23,0:09:24.34,Default,,0000,0000,0000,,But, what's remarkable about\Nit is that, what you
Dialogue: 0,0:09:24.34,0:09:28.18,Default,,0000,0000,0000,,start getting a feel for is\Nlike, oh, scaling up.
Dialogue: 0,0:09:28.18,0:09:29.00,Default,,0000,0000,0000,,My sort of server, and
Dialogue: 0,0:09:29.00,0:09:33.19,Default,,0000,0000,0000,,back end services is as easy\Nas sort of dragging up and
Dialogue: 0,0:09:33.19,0:09:36.46,Default,,0000,0000,0000,,down, different sort of nobs\Nand levers.
Dialogue: 0,0:09:36.46,0:09:37.82,Default,,0000,0000,0000,,It's gonna be beautifully\Nused, and
Dialogue: 0,0:09:37.82,0:09:39.57,Default,,0000,0000,0000,,it looks fairly easy to\Nscale.
Dialogue: 0,0:09:41.26,0:09:45.46,Default,,0000,0000,0000,,Since we're in a room full\Nof computer science people,
Dialogue: 0,0:09:45.46,0:09:46.88,Default,,0000,0000,0000,,I think you'll appreciate\Nthis.
Dialogue: 0,0:09:46.88,0:09:47.66,Default,,0000,0000,0000,,This is Chocolat.
Dialogue: 0,0:09:47.66,0:09:49.75,Default,,0000,0000,0000,,This is a code editor, and
Dialogue: 0,0:09:49.75,0:09:51.32,Default,,0000,0000,0000,,they only have one call to\Naction.
Dialogue: 0,0:09:51.32,0:09:55.27,Default,,0000,0000,0000,,When the time limit is up,\Nthey say, everything in
Dialogue: 0,0:09:55.27,0:09:58.50,Default,,0000,0000,0000,,terms of all the pieces are\Nexactly the same except we
Dialogue: 0,0:09:58.50,0:09:59.60,Default,,0000,0000,0000,,change the font.
Dialogue: 0,0:09:59.60,0:10:00.60,Default,,0000,0000,0000,,To comic sans.
Dialogue: 0,0:10:03.67,0:10:06.54,Default,,0000,0000,0000,,And what they're basically\Nsaying is like hey
Dialogue: 0,0:10:06.54,0:10:09.93,Default,,0000,0000,0000,,we know who our users are,\Nwho our real customers are.
Dialogue: 0,0:10:09.93,0:10:12.30,Default,,0000,0000,0000,,They're gonna be the people\Nwho care about this.
Dialogue: 0,0:10:15.47,0:10:17.48,Default,,0000,0000,0000,,This is Hurl, this is a\Nwebsite for
Dialogue: 0,0:10:17.48,0:10:22.58,Default,,0000,0000,0000,,checking htp requests, and\Nsometimes the places where
Dialogue: 0,0:10:22.58,0:10:24.65,Default,,0000,0000,0000,,you get errors are\Nopportunities for
Dialogue: 0,0:10:24.65,0:10:26.53,Default,,0000,0000,0000,,first moments,
Dialogue: 0,0:10:26.53,0:10:29.39,Default,,0000,0000,0000,,you had a four of four this\Nis what you get it,
Dialogue: 0,0:10:29.39,0:10:32.40,Default,,0000,0000,0000,,when we need help oftentimes\Nwhat we do is where we
Dialogue: 0,0:10:32.40,0:10:39.77,Default,,0000,0000,0000,,create like really beautiful\Nmark, marketing materials.
Dialogue: 0,0:10:39.77,0:10:42.82,Default,,0000,0000,0000,,But when you actually need,\Nlike, documentation we sort
Dialogue: 0,0:10:42.82,0:10:45.85,Default,,0000,0000,0000,,of like skimp out on sort of\Ndesign features.
Dialogue: 0,0:10:45.85,0:10:48.60,Default,,0000,0000,0000,,And this is a point that,\Nlike,
Dialogue: 0,0:10:48.60,0:10:49.83,Default,,0000,0000,0000,,you see happen over and over\Nagain.
Dialogue: 0,0:10:49.83,0:10:51.52,Default,,0000,0000,0000,,A company that gets this\Nright is MailChimp.
Dialogue: 0,0:10:51.52,0:10:53.47,Default,,0000,0000,0000,,And what they did was they\Nredesigned all of their
Dialogue: 0,0:10:53.47,0:10:56.35,Default,,0000,0000,0000,,help guides so that they\Nlooked like magazine covers.
Dialogue: 0,0:10:56.35,0:10:57.89,Default,,0000,0000,0000,,And overnight, basically,
Dialogue: 0,0:10:57.89,0:10:59.92,Default,,0000,0000,0000,,readership goes up on all\Nthese features.
Dialogue: 0,0:10:59.92,0:11:02.79,Default,,0000,0000,0000,,And customer support for\Nthese things that sort of
Dialogue: 0,0:11:02.80,0:11:04.22,Default,,0000,0000,0000,,help people optimize emails\Ngoes down.
Dialogue: 0,0:11:06.35,0:11:08.40,Default,,0000,0000,0000,,Speaking of documentation,\Nstripe.
Dialogue: 0,0:11:09.81,0:11:13.55,Default,,0000,0000,0000,,What's interesting about an\NAPI company is that there is
Dialogue: 0,0:11:13.55,0:11:14.34,Default,,0000,0000,0000,,no UX.
Dialogue: 0,0:11:14.34,0:11:16.81,Default,,0000,0000,0000,,The UX is actually just\Ndocumentation, right?
Dialogue: 0,0:11:16.81,0:11:19.39,Default,,0000,0000,0000,,And there's opportunities\Neven in documentation.
Dialogue: 0,0:11:19.39,0:11:20.72,Default,,0000,0000,0000,,Sort of the enchant and\Namaze.
Dialogue: 0,0:11:20.72,0:11:21.66,Default,,0000,0000,0000,,So one of the things that I
Dialogue: 0,0:11:21.66,0:11:24.14,Default,,0000,0000,0000,,love about them is their\Nexamples are wonderful.
Dialogue: 0,0:11:24.14,0:11:25.28,Default,,0000,0000,0000,,But if you're actually,\Nlike,
Dialogue: 0,0:11:25.28,0:11:26.83,Default,,0000,0000,0000,,sort of logging into the\Napp,
Dialogue: 0,0:11:26.83,0:11:29.34,Default,,0000,0000,0000,,one of the things that is a\Nsuper pain for most people,
Dialogue: 0,0:11:29.34,0:11:30.77,Default,,0000,0000,0000,,when you're dealing with\Nmost people's APIs, is,
Dialogue: 0,0:11:30.77,0:11:33.92,Default,,0000,0000,0000,,like, grabbing your API\Ncredentials and keys.
Dialogue: 0,0:11:33.92,0:11:35.61,Default,,0000,0000,0000,,And what Stripe does is it\Nsays oh,
Dialogue: 0,0:11:35.61,0:11:36.61,Default,,0000,0000,0000,,if you're logged into the\Napp.
Dialogue: 0,0:11:36.61,0:11:37.39,Default,,0000,0000,0000,,We automatically put
Dialogue: 0,0:11:37.39,0:11:40.11,Default,,0000,0000,0000,,your API credentials into\Nthe examples, so you only
Dialogue: 0,0:11:40.11,0:11:43.90,Default,,0000,0000,0000,,have to copy paste once when\Ntrying to learn their API.
Dialogue: 0,0:11:47.60,0:11:50.50,Default,,0000,0000,0000,,When Wufoo wanted to launch\Nthe third version of our API
Dialogue: 0,0:11:50.50,0:11:51.94,Default,,0000,0000,0000,,we realized like, Okay, that\Nfinally this is good enough
Dialogue: 0,0:11:51.94,0:11:54.70,Default,,0000,0000,0000,,that we want people to sort\Nof build on top of it.
Dialogue: 0,0:11:54.70,0:11:55.40,Default,,0000,0000,0000,,We were trying to figure\Nout,
Dialogue: 0,0:11:55.40,0:11:56.74,Default,,0000,0000,0000,,like, how do we launch this\Nout to the world,
Dialogue: 0,0:11:56.74,0:11:58.55,Default,,0000,0000,0000,,that sort of has our\Npersonality behind it.
Dialogue: 0,0:11:58.55,0:11:59.43,Default,,0000,0000,0000,,Because a lot of people,
Dialogue: 0,0:11:59.43,0:12:02.00,Default,,0000,0000,0000,,they usually do things like\Na programming API contest,
Dialogue: 0,0:12:02.00,0:12:03.96,Default,,0000,0000,0000,,and they give out iPads and\NiPhones.
Dialogue: 0,0:12:03.96,0:12:05.83,Default,,0000,0000,0000,,And it makes you look like\Neveryone else.
Dialogue: 0,0:12:05.83,0:12:09.44,Default,,0000,0000,0000,,And so, in our company one\Nweird value to
Dialogue: 0,0:12:09.44,0:12:10.74,Default,,0000,0000,0000,,have it's a quirk of us,
Dialogue: 0,0:12:10.74,0:12:13.57,Default,,0000,0000,0000,,is that the co-founders are\Nbig medieval nuts.
Dialogue: 0,0:12:13.57,0:12:16.51,Default,,0000,0000,0000,,And we take everyone out to\NMedieval Times every single
Dialogue: 0,0:12:16.51,0:12:19.13,Default,,0000,0000,0000,,year, on the anniversary of\Nthe founding of the company.
Dialogue: 0,0:12:19.13,0:12:21.76,Default,,0000,0000,0000,,And so, we said we have to\Ndo something in that flavor.
Dialogue: 0,0:12:21.76,0:12:23.65,Default,,0000,0000,0000,,And so we contacted the guys\Nat armor.com,
Dialogue: 0,0:12:23.65,0:12:26.80,Default,,0000,0000,0000,,we said can you forward us a\Ncustom battle-ax.
Dialogue: 0,0:12:26.80,0:12:27.63,Default,,0000,0000,0000,,And what we said was if
Dialogue: 0,0:12:27.63,0:12:31.58,Default,,0000,0000,0000,,you win our programming\Ncontest you would win one.
Dialogue: 0,0:12:33.39,0:12:35.80,Default,,0000,0000,0000,,The result is like people\Nwanted to talk about this.
Dialogue: 0,0:12:35.80,0:12:37.38,Default,,0000,0000,0000,,It's something that people\Nwanted to work on cuz
Dialogue: 0,0:12:37.38,0:12:39.86,Default,,0000,0000,0000,,they wanted to be able to\Nsay it like I'm programming.
Dialogue: 0,0:12:39.86,0:12:40.42,Default,,0000,0000,0000,,For a weapon.
Dialogue: 0,0:12:43.27,0:12:46.85,Default,,0000,0000,0000,,And what's cool is we had\Nover 25 different
Dialogue: 0,0:12:46.85,0:12:50.79,Default,,0000,0000,0000,,applications created for us\Nof quality and quantity that
Dialogue: 0,0:12:50.79,0:12:53.41,Default,,0000,0000,0000,,we could not have paid for\Non the budget and
Dialogue: 0,0:12:53.41,0:12:54.82,Default,,0000,0000,0000,,the sort of time that we had\Nfor this.
Dialogue: 0,0:12:54.82,0:12:56.15,Default,,0000,0000,0000,,We got things like an iPhone\Napp and
Dialogue: 0,0:12:56.15,0:12:58.72,Default,,0000,0000,0000,,Android and WordPress\Nplugins, right?
Dialogue: 0,0:12:58.72,0:13:00.85,Default,,0000,0000,0000,,And all because what we did\Nwas we changed how
Dialogue: 0,0:13:00.85,0:13:02.52,Default,,0000,0000,0000,,people wanna talk about the\Norigin story of
Dialogue: 0,0:13:02.52,0:13:04.78,Default,,0000,0000,0000,,how they're interacting with\None of our services.
Dialogue: 0,0:13:06.10,0:13:08.99,Default,,0000,0000,0000,,And go like all day long of\Ngoing over these examples.
Dialogue: 0,0:13:08.99,0:13:11.00,Default,,0000,0000,0000,,But I'm gonna short cut this\Nby saying,
Dialogue: 0,0:13:11.00,0:13:12.75,Default,,0000,0000,0000,,you should just subscribe a\Nlittle bit of details.
Dialogue: 0,0:13:12.75,0:13:16.48,Default,,0000,0000,0000,,It's just basically tons of\Nscreen shots of software
Dialogue: 0,0:13:16.48,0:13:17.37,Default,,0000,0000,0000,,that's just doing it right.
Dialogue: 0,0:13:17.37,0:13:18.16,Default,,0000,0000,0000,,That shows that they're\Nbeing
Dialogue: 0,0:13:18.16,0:13:21.98,Default,,0000,0000,0000,,conscientious of the user\Nand the customers.
Dialogue: 0,0:13:28.47,0:13:30.80,Default,,0000,0000,0000,,When it comes to long term\Nrelationships or
Dialogue: 0,0:13:30.80,0:13:33.84,Default,,0000,0000,0000,,marriages, the only research\Nthat we ended up having to
Dialogue: 0,0:13:33.84,0:13:37.39,Default,,0000,0000,0000,,read was the stuff that was\Ndone by John Gottman.
Dialogue: 0,0:13:37.39,0:13:39.52,Default,,0000,0000,0000,,He's been featured in This\NAmerican Life,
Dialogue: 0,0:13:39.52,0:13:41.49,Default,,0000,0000,0000,,in Malcolm Gladwell's books.
Dialogue: 0,0:13:41.49,0:13:43.40,Default,,0000,0000,0000,,He's a marriage researcher\Nup in Seattle.
Dialogue: 0,0:13:43.40,0:13:45.25,Default,,0000,0000,0000,,And he has an interesting\Nparlor trick that he can do.
Dialogue: 0,0:13:45.25,0:13:48.73,Default,,0000,0000,0000,,He can watch a video tape of\Na couple fighting about some
Dialogue: 0,0:13:48.73,0:13:50.32,Default,,0000,0000,0000,,issue for 15 minutes.
Dialogue: 0,0:13:50.32,0:13:52.90,Default,,0000,0000,0000,,And predict with an 85%\Naccuracy rate whether that
Dialogue: 0,0:13:52.90,0:13:53.93,Default,,0000,0000,0000,,couple will be together or
Dialogue: 0,0:13:53.93,0:13:55.63,Default,,0000,0000,0000,,not, or divorced in four\Nyears.
Dialogue: 0,0:13:56.78,0:13:58.77,Default,,0000,0000,0000,,If he increases that video\Nup to an hour.
Dialogue: 0,0:13:58.77,0:14:00.62,Default,,0000,0000,0000,,And asks them to also talk\Nabout their hopes and
Dialogue: 0,0:14:00.62,0:14:01.54,Default,,0000,0000,0000,,dreams.
Dialogue: 0,0:14:01.54,0:14:03.17,Default,,0000,0000,0000,,That prediction rating goes\Nup to 94%.
Dialogue: 0,0:14:03.17,0:14:06.15,Default,,0000,0000,0000,,They showed these same video\Ntapes to marriage
Dialogue: 0,0:14:06.15,0:14:07.70,Default,,0000,0000,0000,,counselors, successfully\Nmarried couples,
Dialogue: 0,0:14:07.70,0:14:11.63,Default,,0000,0000,0000,,sociologists, psychiatrists,\Npriests, et cetera and
Dialogue: 0,0:14:11.63,0:14:14.68,Default,,0000,0000,0000,,they can't predict with\Nrandom chance whether people
Dialogue: 0,0:14:14.68,0:14:16.25,Default,,0000,0000,0000,,are gonna be together or\Nnot.
Dialogue: 0,0:14:16.25,0:14:18.59,Default,,0000,0000,0000,,So John Gauntman understands\Nsomething fundamental about.
Dialogue: 0,0:14:19.91,0:14:22.11,Default,,0000,0000,0000,,How relationships work in\Nthe long term.
Dialogue: 0,0:14:22.11,0:14:25.65,Default,,0000,0000,0000,,And that basically how we\Nfight, even in a short term
Dialogue: 0,0:14:25.65,0:14:29.30,Default,,0000,0000,0000,,period can indicate sort of\Nthe whole system and
Dialogue: 0,0:14:29.30,0:14:30.14,Default,,0000,0000,0000,,what it's gonna look like.
Dialogue: 0,0:14:30.14,0:14:31.90,Default,,0000,0000,0000,,And one of the surprising\Nthings he discovered,
Dialogue: 0,0:14:31.90,0:14:32.42,Default,,0000,0000,0000,,it's not that
Dialogue: 0,0:14:32.42,0:14:34.43,Default,,0000,0000,0000,,successfully married people\Ndon't fight at all.
Dialogue: 0,0:14:34.43,0:14:36.43,Default,,0000,0000,0000,,It turns out everybody\Nfights.
Dialogue: 0,0:14:36.43,0:14:39.89,Default,,0000,0000,0000,,And we all fight about the\Nexact same things money,
Dialogue: 0,0:14:39.90,0:14:41.30,Default,,0000,0000,0000,,kids, sex, time and others.
Dialogue: 0,0:14:41.30,0:14:45.26,Default,,0000,0000,0000,,And others are things like\Njealousy and in-laws.
Dialogue: 0,0:14:45.26,0:14:47.54,Default,,0000,0000,0000,,To bring this around, right,\Nyou can actually attribute
Dialogue: 0,0:14:47.54,0:14:49.54,Default,,0000,0000,0000,,every single one of these to\Nproblems that you see in
Dialogue: 0,0:14:49.54,0:14:51.93,Default,,0000,0000,0000,,customer support when you're\Nbuilding out your products.
Dialogue: 0,0:14:53.37,0:14:56.53,Default,,0000,0000,0000,,Right, so.
Dialogue: 0,0:14:56.53,0:14:58.45,Default,,0000,0000,0000,,This costs too much.
Dialogue: 0,0:14:58.45,0:15:00.40,Default,,0000,0000,0000,,I'm having problems with a\Ncredit card.
Dialogue: 0,0:15:00.40,0:15:02.26,Default,,0000,0000,0000,,If you're building a service\Nthat helps people deal with
Dialogue: 0,0:15:02.26,0:15:03.19,Default,,0000,0000,0000,,their clients they're very
Dialogue: 0,0:15:03.19,0:15:05.48,Default,,0000,0000,0000,,sensitive about anything\Nhappening with that.
Dialogue: 0,0:15:05.48,0:15:06.53,Default,,0000,0000,0000,,Performance.
Dialogue: 0,0:15:06.53,0:15:08.75,Default,,0000,0000,0000,,How long you're up and how\Nfast.
Dialogue: 0,0:15:10.78,0:15:14.11,Default,,0000,0000,0000,,Others are I said jealousy\Nand in-laws.
Dialogue: 0,0:15:14.11,0:15:15.96,Default,,0000,0000,0000,,Right, so that's competition\Nand partnerships.
Dialogue: 0,0:15:15.96,0:15:17.31,Default,,0000,0000,0000,,So anything weird happening\Nthere,
Dialogue: 0,0:15:17.31,0:15:19.89,Default,,0000,0000,0000,,people are gonna write to\Nyou about.
Dialogue: 0,0:15:19.90,0:15:20.52,Default,,0000,0000,0000,,And the reason I like to\Nthink about this in
Dialogue: 0,0:15:20.52,0:15:23.43,Default,,0000,0000,0000,,terms of customer support is\Nthat in every ones that
Dialogue: 0,0:15:23.43,0:15:25.92,Default,,0000,0000,0000,,are processing of like a\Nconversion funnel,
Dialogue: 0,0:15:25.92,0:15:27.79,Default,,0000,0000,0000,,customer support is the\Nthing that happens in
Dialogue: 0,0:15:27.79,0:15:29.99,Default,,0000,0000,0000,,between every one of these\Nsteps.
Dialogue: 0,0:15:29.10,0:15:30.72,Default,,0000,0000,0000,,It's the reason why people\Ndon't make it
Dialogue: 0,0:15:30.72,0:15:31.65,Default,,0000,0000,0000,,further down there.
Dialogue: 0,0:15:31.65,0:15:33.63,Default,,0000,0000,0000,,It's the thing that prevents\Nconversion from happening.
Dialogue: 0,0:15:35.46,0:15:38.13,Default,,0000,0000,0000,,Now, as we were thinking\Nthrough all these ideas and
Dialogue: 0,0:15:38.13,0:15:39.68,Default,,0000,0000,0000,,as we were building up the\Ncompany,
Dialogue: 0,0:15:39.68,0:15:42.47,Default,,0000,0000,0000,,we realized that there's a\Nbig problem about how
Dialogue: 0,0:15:42.47,0:15:43.76,Default,,0000,0000,0000,,everyone sort of starts\Ntheir company or
Dialogue: 0,0:15:43.76,0:15:46.23,Default,,0000,0000,0000,,build up their sort of\Nengineering teams.
Dialogue: 0,0:15:46.23,0:15:48.76,Default,,0000,0000,0000,,And that is that there's a\Nbroken feedback loop there.
Dialogue: 0,0:15:48.76,0:15:50.56,Default,,0000,0000,0000,,People are divorced from the\Nconsequences of
Dialogue: 0,0:15:50.56,0:15:51.81,Default,,0000,0000,0000,,their actions.
Dialogue: 0,0:15:51.81,0:15:53.58,Default,,0000,0000,0000,,And this is the result of\Nactually the natural
Dialogue: 0,0:15:53.58,0:15:55.60,Default,,0000,0000,0000,,evolution of how most\Ncompanies get founded,
Dialogue: 0,0:15:55.60,0:15:57.88,Default,,0000,0000,0000,,especially by technical\Nco-founders, right.
Dialogue: 0,0:15:57.88,0:16:01.63,Default,,0000,0000,0000,,Before launch it is a time\Nof bliss, nirvana, and
Dialogue: 0,0:16:01.63,0:16:03.50,Default,,0000,0000,0000,,opportunity, right?
Dialogue: 0,0:16:03.50,0:16:05.47,Default,,0000,0000,0000,,Nothing that you do is\Nwrong, right?
Dialogue: 0,0:16:06.66,0:16:09.85,Default,,0000,0000,0000,,By your hand, which you feel\Nis like god, everything that
Dialogue: 0,0:16:09.85,0:16:12.75,Default,,0000,0000,0000,,you write, every line of\Ncode feels perfect, right,
Dialogue: 0,0:16:12.75,0:16:14.77,Default,,0000,0000,0000,,and is ingenious to you.
Dialogue: 0,0:16:14.77,0:16:17.83,Default,,0000,0000,0000,,The thing that happens is\Nafter launch reality sort of
Dialogue: 0,0:16:17.83,0:16:20.30,Default,,0000,0000,0000,,sets in and then all these\Nother tasks sort of
Dialogue: 0,0:16:20.30,0:16:21.58,Default,,0000,0000,0000,,come into place that we have\Nto deal with.
Dialogue: 0,0:16:23.33,0:16:25.72,Default,,0000,0000,0000,,Now what technical\Nco-founders wanna do is get
Dialogue: 0,0:16:25.72,0:16:29.24,Default,,0000,0000,0000,,back to that initial state\Nand so what we often do,
Dialogue: 0,0:16:29.24,0:16:31.38,Default,,0000,0000,0000,,and what we often see is\Nthat companies start
Dialogue: 0,0:16:31.38,0:16:34.24,Default,,0000,0000,0000,,siloing off all these other\Nthings that actually is
Dialogue: 0,0:16:34.24,0:16:37.41,Default,,0000,0000,0000,,what makes a start up or a\Ncompany sort of real, right?
Dialogue: 0,0:16:37.41,0:16:39.54,Default,,0000,0000,0000,,And have other people do\Nthem.
Dialogue: 0,0:16:39.54,0:16:42.59,Default,,0000,0000,0000,,To, in our minds, these\Nother tasks are inferior.
Dialogue: 0,0:16:42.59,0:16:43.66,Default,,0000,0000,0000,,Right?\NAnd we have other people in
Dialogue: 0,0:16:43.66,0:16:44.31,Default,,0000,0000,0000,,the company do them.
Dialogue: 0,0:16:45.82,0:16:47.58,Default,,0000,0000,0000,,And so for us, what we're\Ntrying to figure out
Dialogue: 0,0:16:47.58,0:16:49.59,Default,,0000,0000,0000,,is how do we change software\Ndevelopment so that we
Dialogue: 0,0:16:49.59,0:16:53.97,Default,,0000,0000,0000,,inject some values that we\Ndon't talk about enough?
Dialogue: 0,0:16:53.97,0:16:55.97,Default,,0000,0000,0000,,Responsibility,\Naccountability,
Dialogue: 0,0:16:55.97,0:16:57.78,Default,,0000,0000,0000,,humility, modesty.
Dialogue: 0,0:16:57.78,0:17:01.30,Default,,0000,0000,0000,,Right, and we called this,\Nlike a lot of other people,
Dialogue: 0,0:17:01.30,0:17:05.72,Default,,0000,0000,0000,,we had an acronym, Support\NDriven Development, and
Dialogue: 0,0:17:05.72,0:17:09.90,Default,,0000,0000,0000,,it's very similar to TDD or\Nother agile practice.
Dialogue: 0,0:17:09.90,0:17:12.59,Default,,0000,0000,0000,,It's a way of creating high\Nquality software, but
Dialogue: 0,0:17:12.59,0:17:13.82,Default,,0000,0000,0000,,it's super simple.
Dialogue: 0,0:17:13.82,0:17:15.18,Default,,0000,0000,0000,,You don't need like, a\NSCRUM,
Dialogue: 0,0:17:15.18,0:17:17.61,Default,,0000,0000,0000,,you don't need a bunch of\Npost-it notes, all you
Dialogue: 0,0:17:17.61,0:17:19.91,Default,,0000,0000,0000,,have to do is make everyone\Ndo customer support.
Dialogue: 0,0:17:21.88,0:17:22.80,Default,,0000,0000,0000,,And what you end up having\Nis
Dialogue: 0,0:17:22.80,0:17:23.99,Default,,0000,0000,0000,,you fix the feedback loop,\Nright?
Dialogue: 0,0:17:23.99,0:17:25.45,Default,,0000,0000,0000,,The people who build the\Nsoftware are the ones
Dialogue: 0,0:17:25.45,0:17:26.24,Default,,0000,0000,0000,,supporting it and
Dialogue: 0,0:17:26.24,0:17:28.94,Default,,0000,0000,0000,,you get all these sort of\Nnice benefits as a result.
Dialogue: 0,0:17:30.32,0:17:33.34,Default,,0000,0000,0000,,So one of them is, support\Nresponsible developers and
Dialogue: 0,0:17:33.34,0:17:35.12,Default,,0000,0000,0000,,designers and people who\Nbuild the stuff,
Dialogue: 0,0:17:35.12,0:17:36.60,Default,,0000,0000,0000,,they give the very best\Nsupport.
Dialogue: 0,0:17:36.60,0:17:38.60,Default,,0000,0000,0000,,Now we're not the first\Nperson to think of this.
Dialogue: 0,0:17:38.60,0:17:41.48,Default,,0000,0000,0000,,Paul English was a big\Nproporter of this at Kayak,
Dialogue: 0,0:17:41.48,0:17:44.75,Default,,0000,0000,0000,,and what he did was install\Na red customer support phone
Dialogue: 0,0:17:44.75,0:17:46.64,Default,,0000,0000,0000,,line in the middle of the\Nengineering floor.
Dialogue: 0,0:17:46.64,0:17:49.95,Default,,0000,0000,0000,,And they were just regular\Ncustomer support calls.
Dialogue: 0,0:17:49.95,0:17:53.89,Default,,0000,0000,0000,,And people would ask him\Noften times,
Dialogue: 0,0:17:53.89,0:17:55.56,Default,,0000,0000,0000,,why would you pay engineers\N$120,000 or
Dialogue: 0,0:17:55.56,0:17:59.39,Default,,0000,0000,0000,,more to do something that\Nyou can pay other people
Dialogue: 0,0:17:59.39,0:18:02.89,Default,,0000,0000,0000,,a fraction of to handle in\Nlike a call center?
Dialogue: 0,0:18:02.89,0:18:04.56,Default,,0000,0000,0000,,And he says, well, after the\Nsecond or
Dialogue: 0,0:18:04.56,0:18:06.93,Default,,0000,0000,0000,,third time that phone rings\Nand the engineer gets
Dialogue: 0,0:18:06.93,0:18:09.99,Default,,0000,0000,0000,,the same problem they stop\Nwhat they're doing, they fix
Dialogue: 0,0:18:09.99,0:18:13.94,Default,,0000,0000,0000,,the bug, and we stop getting\Nphone calls about it.
Dialogue: 0,0:18:13.94,0:18:16.67,Default,,0000,0000,0000,,It, it's a way of having Q-A\Nin a sort of
Dialogue: 0,0:18:16.67,0:18:17.84,Default,,0000,0000,0000,,nice elegant solution.
Dialogue: 0,0:18:19.71,0:18:23.82,Default,,0000,0000,0000,,Now, John Gotman talks about\Nthe reason that we often
Dialogue: 0,0:18:23.82,0:18:26.60,Default,,0000,0000,0000,,break up with one another as\Ndue to four major causes and
Dialogue: 0,0:18:26.60,0:18:27.39,Default,,0000,0000,0000,,their warning signs.
Dialogue: 0,0:18:27.39,0:18:29.30,Default,,0000,0000,0000,,He calls them the four\Nhorsemen, right?
Dialogue: 0,0:18:29.30,0:18:32.83,Default,,0000,0000,0000,,Criticism, contempt,\Ndefensiveness,
Dialogue: 0,0:18:32.83,0:18:33.68,Default,,0000,0000,0000,,and stonewalling.
Dialogue: 0,0:18:33.68,0:18:38.59,Default,,0000,0000,0000,,Now, criticism is basically\Npeople starting to focus,
Dialogue: 0,0:18:38.59,0:18:40.35,Default,,0000,0000,0000,,not just on the specific\Nissue at hand, but
Dialogue: 0,0:18:40.35,0:18:41.45,Default,,0000,0000,0000,,on the overarching issues.
Dialogue: 0,0:18:41.45,0:18:45.78,Default,,0000,0000,0000,,Like, you never, right,\Nlisten to your users or
Dialogue: 0,0:18:45.78,0:18:48.48,Default,,0000,0000,0000,,you never think about us all\Nthe time.
Dialogue: 0,0:18:48.48,0:18:48.98,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:18:50.39,0:18:53.88,Default,,0000,0000,0000,,Contempt is when someone is\Npurposely trying to
Dialogue: 0,0:18:53.88,0:18:55.17,Default,,0000,0000,0000,,insult somebody.
Dialogue: 0,0:18:55.17,0:18:59.62,Default,,0000,0000,0000,,Defensiveness is not trying\Nto take accountability
Dialogue: 0,0:18:59.62,0:19:01.81,Default,,0000,0000,0000,,trying to make excuses for\Nthe actions.
Dialogue: 0,0:19:01.81,0:19:03.53,Default,,0000,0000,0000,,And stonewalling is\Nbasically shutting down.
Dialogue: 0,0:19:03.53,0:19:07.12,Default,,0000,0000,0000,,Stonewalling, to John\NGotman, is, is one of
Dialogue: 0,0:19:07.12,0:19:09.25,Default,,0000,0000,0000,,the worst things that we can\Ndo in a relationship.
Dialogue: 0,0:19:09.26,0:19:10.59,Default,,0000,0000,0000,,Hold up.
Dialogue: 0,0:19:14.59,0:19:17.71,Default,,0000,0000,0000,,And oftentimes, you know, we\Ndon't worry much about this
Dialogue: 0,0:19:17.71,0:19:19.97,Default,,0000,0000,0000,,in customer se, criticism\Nand contempt.
Dialogue: 0,0:19:19.97,0:19:20.77,Default,,0000,0000,0000,,Right?\NDefensiveness,
Dialogue: 0,0:19:20.77,0:19:22.53,Default,,0000,0000,0000,,you see this all the time,\Nall the times in companies,
Dialogue: 0,0:19:22.53,0:19:23.79,Default,,0000,0000,0000,,especially as they get\Nolder.
Dialogue: 0,0:19:23.79,0:19:25.32,Default,,0000,0000,0000,,But stonewalling, this is\Nsomething I
Dialogue: 0,0:19:25.32,0:19:27.23,Default,,0000,0000,0000,,see happen with start-ups\Nall the time.
Dialogue: 0,0:19:28.72,0:19:30.10,Default,,0000,0000,0000,,You get a bunch of customer\Nsupport sort of
Dialogue: 0,0:19:30.10,0:19:32.38,Default,,0000,0000,0000,,coming in and you just think\NI don't need to answer it.
Dialogue: 0,0:19:32.38,0:19:33.13,Default,,0000,0000,0000,,I don't need to respond.
Dialogue: 0,0:19:33.13,0:19:34.42,Default,,0000,0000,0000,,Right?\NAnd
Dialogue: 0,0:19:34.42,0:19:36.41,Default,,0000,0000,0000,,that act of just not even\Ngetting back to
Dialogue: 0,0:19:36.41,0:19:38.29,Default,,0000,0000,0000,,them is one of the worst\Nthings you can do.
Dialogue: 0,0:19:38.29,0:19:40.16,Default,,0000,0000,0000,,And it's probably some of\Nthe biggest causes of
Dialogue: 0,0:19:40.16,0:19:42.34,Default,,0000,0000,0000,,churn in the early stages of\Nstart-ups.
Dialogue: 0,0:19:43.58,0:19:45.43,Default,,0000,0000,0000,,This is how support worked\Nout with Wufoo.
Dialogue: 0,0:19:45.43,0:19:48.25,Default,,0000,0000,0000,,When we were acquired we had\Nabout 500,000 users on
Dialogue: 0,0:19:48.25,0:19:51.23,Default,,0000,0000,0000,,the system, 5 million people\Nused Wufoo forms and
Dialogue: 0,0:19:51.23,0:19:52.94,Default,,0000,0000,0000,,reports, whether they knew\Nit or not, and
Dialogue: 0,0:19:52.94,0:19:56.10,Default,,0000,0000,0000,,all those people got support\Nfrom the same ten people,
Dialogue: 0,0:19:56.10,0:19:56.64,Default,,0000,0000,0000,,and usually it was
Dialogue: 0,0:19:56.64,0:20:00.20,Default,,0000,0000,0000,,only one person dedicated\Nsupport a day, or any shift.
Dialogue: 0,0:20:00.20,0:20:02.18,Default,,0000,0000,0000,,Results in about 400 issues\Na week.
Dialogue: 0,0:20:02.18,0:20:04.11,Default,,0000,0000,0000,,That's about 800 emails.
Dialogue: 0,0:20:04.11,0:20:05.93,Default,,0000,0000,0000,,But a response time from 9\Na.m.
Dialogue: 0,0:20:05.93,0:20:06.44,Default,,0000,0000,0000,,to 9 p.m.\Nwas
Dialogue: 0,0:20:06.44,0:20:07.86,Default,,0000,0000,0000,,between seven to 12 minutes.
Dialogue: 0,0:20:07.86,0:20:08.98,Default,,0000,0000,0000,,Right?\NAnd from 9 p.m.
Dialogue: 0,0:20:08.98,0:20:11.13,Default,,0000,0000,0000,,to midnight it was an hour.
Dialogue: 0,0:20:11.13,0:20:13.30,Default,,0000,0000,0000,,And on the weekend it would\Nbe no longer than 24 hours.
Dialogue: 0,0:20:13.30,0:20:16.20,Default,,0000,0000,0000,,And we carried this up all\Nthe way up to the scale.
Dialogue: 0,0:20:18.30,0:20:19.78,Default,,0000,0000,0000,,What a lot of people forget\Nabout, and
Dialogue: 0,0:20:19.78,0:20:23.20,Default,,0000,0000,0000,,often talk about with\NAirbnb, is how, like oh,
Dialogue: 0,0:20:23.20,0:20:24.87,Default,,0000,0000,0000,,they did this interesting\Nthing where they had,
Dialogue: 0,0:20:24.87,0:20:26.70,Default,,0000,0000,0000,,went up to New York and\Noffered, like,
Dialogue: 0,0:20:26.70,0:20:28.28,Default,,0000,0000,0000,,professional photographers,\Nand the founders would go
Dialogue: 0,0:20:28.28,0:20:30.40,Default,,0000,0000,0000,,out there and actually take\Npictures of
Dialogue: 0,0:20:30.40,0:20:31.86,Default,,0000,0000,0000,,the people's apartments to\Nhelp them sell more.
Dialogue: 0,0:20:31.86,0:20:34.39,Default,,0000,0000,0000,,Focusing on the stories\Naround conversion.
Dialogue: 0,0:20:34.39,0:20:36.44,Default,,0000,0000,0000,,What most people don't\Nrealize is a lot of
Dialogue: 0,0:20:36.44,0:20:38.78,Default,,0000,0000,0000,,times when I saw Joe in the\Nearly days of Airbnb,
Dialogue: 0,0:20:38.78,0:20:41.30,Default,,0000,0000,0000,,he had a phone, sort of head\Nset stuck to his head all
Dialogue: 0,0:20:41.30,0:20:44.72,Default,,0000,0000,0000,,the time, because he was\Ndoing phone support nonstop.
Dialogue: 0,0:20:46.29,0:20:48.31,Default,,0000,0000,0000,,Churn is a story we don't\Nlike to talk about often,
Dialogue: 0,0:20:48.31,0:20:49.28,Default,,0000,0000,0000,,all the time.
Dialogue: 0,0:20:49.28,0:20:52.54,Default,,0000,0000,0000,,Airbnb's sort of growth\Nreally started picking up
Dialogue: 0,0:20:52.54,0:20:53.44,Default,,0000,0000,0000,,once they figured out
Dialogue: 0,0:20:53.44,0:20:56.30,Default,,0000,0000,0000,,how to match capacity to the\Ndemand, or the phone
Dialogue: 0,0:20:56.30,0:20:58.73,Default,,0000,0000,0000,,calls that they were getting\Ninto their support system.
Dialogue: 0,0:21:00.58,0:21:02.96,Default,,0000,0000,0000,,At Wufoo we actually\Nconstantly did experiments
Dialogue: 0,0:21:02.96,0:21:05.55,Default,,0000,0000,0000,,around support, because\Nwe're so obsessed with it.
Dialogue: 0,0:21:05.55,0:21:08.54,Default,,0000,0000,0000,,One experiment we did was,\Nwe heard Kathy Sierra
Dialogue: 0,0:21:08.54,0:21:10.86,Default,,0000,0000,0000,,do a talk about there's a\Ndisconnect between the
Dialogue: 0,0:21:10.86,0:21:14.58,Default,,0000,0000,0000,,motions that we have when we\Nneed help, and sort of.
Dialogue: 0,0:21:14.58,0:21:16.62,Default,,0000,0000,0000,,The content and the\Nreactions we get from
Dialogue: 0,0:21:16.62,0:21:18.43,Default,,0000,0000,0000,,people when we get help from\Nthem, especially online.
Dialogue: 0,0:21:18.43,0:21:22.78,Default,,0000,0000,0000,,Because they just don't see\Nall those nonverbal cues.
Dialogue: 0,0:21:22.78,0:21:25.44,Default,,0000,0000,0000,,So she said unless there's\Nface recognition on the web,
Dialogue: 0,0:21:25.44,0:21:26.42,Default,,0000,0000,0000,,we're just always going to\Nbe
Dialogue: 0,0:21:26.42,0:21:27.98,Default,,0000,0000,0000,,disconnected from our users.
Dialogue: 0,0:21:27.98,0:21:28.76,Default,,0000,0000,0000,,Our feeling was,
Dialogue: 0,0:21:28.76,0:21:31.11,Default,,0000,0000,0000,,like, well we're not face\Nrecognition experts but
Dialogue: 0,0:21:31.11,0:21:32.70,Default,,0000,0000,0000,,I think there's another way\Nof getting empathy.
Dialogue: 0,0:21:32.70,0:21:35.71,Default,,0000,0000,0000,,So, as form builders, we\Nadded a drop-down and
Dialogue: 0,0:21:35.71,0:21:37.59,Default,,0000,0000,0000,,what we said was like, hey,\Nwhat's your emotional state?
Dialogue: 0,0:21:39.64,0:21:41.18,Default,,0000,0000,0000,,And our hypothesis was
Dialogue: 0,0:21:41.18,0:21:42.30,Default,,0000,0000,0000,,that no one was gonna fill\Nthis out.
Dialogue: 0,0:21:42.30,0:21:45.79,Default,,0000,0000,0000,,We basically thought, oh\Nokay, you know what the,
Dialogue: 0,0:21:45.79,0:21:48.91,Default,,0000,0000,0000,,this is gonna be pretty a\Nlame experiment, but
Dialogue: 0,0:21:48.91,0:21:49.93,Default,,0000,0000,0000,,we'll see how it sort of\Ngoes.
Dialogue: 0,0:21:49.93,0:21:51.12,Default,,0000,0000,0000,,And it turned out the\NEmotional State
Dialogue: 0,0:21:51.12,0:21:53.77,Default,,0000,0000,0000,,drop-down field was filled\Nout 75.8% of the time.
Dialogue: 0,0:21:55.30,0:21:57.37,Default,,0000,0000,0000,,The browser type drop-down\Nfilled just in
Dialogue: 0,0:21:57.37,0:22:00.18,Default,,0000,0000,0000,,comparison was filled out\N78.1% of the time.
Dialogue: 0,0:22:00.18,0:22:00.82,Default,,0000,0000,0000,,All right?
Dialogue: 0,0:22:00.82,0:22:03.34,Default,,0000,0000,0000,,So people were basically\Ntelling us, for
Dialogue: 0,0:22:03.34,0:22:06.51,Default,,0000,0000,0000,,my technical support issue\Nhow I feel about this
Dialogue: 0,0:22:06.51,0:22:10.36,Default,,0000,0000,0000,,problem is just as important\Nas, like, all the technical
Dialogue: 0,0:22:10.36,0:22:13.22,Default,,0000,0000,0000,,details you need to sorta\Nfigure out how to debug it.
Dialogue: 0,0:22:14.48,0:22:16.58,Default,,0000,0000,0000,,Now we didn't prioritize\Nthings or
Dialogue: 0,0:22:16.58,0:22:18.38,Default,,0000,0000,0000,,triage things by emotion,\Nright, and for
Dialogue: 0,0:22:18.38,0:22:19.86,Default,,0000,0000,0000,,the most part, people didn't\Ngame the system.
Dialogue: 0,0:22:19.86,0:22:22.82,Default,,0000,0000,0000,,One of the interesting\Nbyproducts of it was that we
Dialogue: 0,0:22:22.82,0:22:24.45,Default,,0000,0000,0000,,noticed that people started\Nbeing nicer to
Dialogue: 0,0:22:24.45,0:22:25.85,Default,,0000,0000,0000,,us in the customer support.
Dialogue: 0,0:22:25.85,0:22:27.27,Default,,0000,0000,0000,,It was something sort of\Nsubconscious.
Dialogue: 0,0:22:27.27,0:22:28.59,Default,,0000,0000,0000,,We just were thinking like,\Nwow,
Dialogue: 0,0:22:28.59,0:22:29.87,Default,,0000,0000,0000,,users are so much better\Nnow.
Dialogue: 0,0:22:29.87,0:22:31.43,Default,,0000,0000,0000,,What's going on?
Dialogue: 0,0:22:31.43,0:22:33.71,Default,,0000,0000,0000,,And we went back and looked\Nat the data and
Dialogue: 0,0:22:33.71,0:22:36.91,Default,,0000,0000,0000,,we did some text analysis\Nand we realized is that, oh,
Dialogue: 0,0:22:36.91,0:22:39.79,Default,,0000,0000,0000,,when it comes to only\Ncommunicating with
Dialogue: 0,0:22:39.79,0:22:43.62,Default,,0000,0000,0000,,people over written words,\Nlike email, there's
Dialogue: 0,0:22:43.62,0:22:45.75,Default,,0000,0000,0000,,only three ways that you\Nshow strong emotions, right?
Dialogue: 0,0:22:45.75,0:22:49.56,Default,,0000,0000,0000,,Exclamation marks curse\Nwords, and all caps.
Dialogue: 0,0:22:49.56,0:22:52.14,Default,,0000,0000,0000,,And sure enough on all three\Nof those metrics,
Dialogue: 0,0:22:52.14,0:22:52.84,Default,,0000,0000,0000,,they've gone down.
Dialogue: 0,0:22:52.84,0:22:55.70,Default,,0000,0000,0000,,In sort of the way people\Nwere talking to us in
Dialogue: 0,0:22:55.70,0:22:56.34,Default,,0000,0000,0000,,the customer support.
Dialogue: 0,0:22:56.34,0:22:58.78,Default,,0000,0000,0000,,Once people had a simple\Noutlet for their emotions,
Dialogue: 0,0:22:58.78,0:23:00.34,Default,,0000,0000,0000,,right, people would be a lot\Nmore rational,
Dialogue: 0,0:23:00.34,0:23:02.100,Default,,0000,0000,0000,,and it made our jobs a lot\Nmore pleasant as a result.
Dialogue: 0,0:23:02.100,0:23:08.86,Default,,0000,0000,0000,,The other byproduct that is\Nawesome is that
Dialogue: 0,0:23:08.86,0:23:11.28,Default,,0000,0000,0000,,you actually build better\Nsoftware when you do this.
Dialogue: 0,0:23:11.28,0:23:12.31,Default,,0000,0000,0000,,Far better software.
Dialogue: 0,0:23:12.31,0:23:14.90,Default,,0000,0000,0000,,This is actually backed up\Nby tons of research.
Dialogue: 0,0:23:14.90,0:23:16.19,Default,,0000,0000,0000,,Jared Spool, a user\Ninterface engineer, which is
Dialogue: 0,0:23:16.19,0:23:18.74,Default,,0000,0000,0000,,sort of the big players in\Nthis space says like,
Dialogue: 0,0:23:18.74,0:23:21.40,Default,,0000,0000,0000,,there's a direct correlation\Nto how much time we
Dialogue: 0,0:23:21.40,0:23:24.81,Default,,0000,0000,0000,,spend directly exposed to\Nusers and
Dialogue: 0,0:23:24.81,0:23:27.80,Default,,0000,0000,0000,,how good our designs sort of\Nget.
Dialogue: 0,0:23:27.80,0:23:28.80,Default,,0000,0000,0000,,He says it has to come in\Nthis specific way.
Dialogue: 0,0:23:28.80,0:23:30.68,Default,,0000,0000,0000,,It has to be direct\Nexposure, right?
Dialogue: 0,0:23:30.68,0:23:31.71,Default,,0000,0000,0000,,It can't be something where
Dialogue: 0,0:23:31.71,0:23:34.37,Default,,0000,0000,0000,,someone generates a report\Nor through a graph, you
Dialogue: 0,0:23:34.37,0:23:37.70,Default,,0000,0000,0000,,have to be interacting with\Nthem somewhat real time.
Dialogue: 0,0:23:37.70,0:23:39.29,Default,,0000,0000,0000,,It has to be a minimum of\Nevery six weeks.
Dialogue: 0,0:23:39.29,0:23:41.18,Default,,0000,0000,0000,,And it has to be for at\Nleast two hours.
Dialogue: 0,0:23:41.18,0:23:43.72,Default,,0000,0000,0000,,Otherwise your software will\Nget worse over time.
Dialogue: 0,0:23:46.34,0:23:48.86,Default,,0000,0000,0000,,Our developers, our people\Nwho are on,
Dialogue: 0,0:23:48.86,0:23:51.20,Default,,0000,0000,0000,,on Wufoo were getting\Nexposed to our users four to
Dialogue: 0,0:23:51.20,0:23:52.82,Default,,0000,0000,0000,,eight hours every single\Nweek.
Dialogue: 0,0:23:54.28,0:23:56.57,Default,,0000,0000,0000,,And what it does is it\Nchanges the way you sort of
Dialogue: 0,0:23:56.57,0:23:57.44,Default,,0000,0000,0000,,build software.
Dialogue: 0,0:23:57.44,0:24:00.15,Default,,0000,0000,0000,,Jared Spool has another way\Nof talking about how
Dialogue: 0,0:24:00.15,0:24:01.38,Default,,0000,0000,0000,,we build products.
Dialogue: 0,0:24:01.38,0:24:02.65,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:24:02.65,0:24:06.78,Default,,0000,0000,0000,,Let's imagine that this\Nrepresents all the knowledge
Dialogue: 0,0:24:06.78,0:24:09.90,Default,,0000,0000,0000,,needed to sort of use your\Napp on a spectrum.
Dialogue: 0,0:24:09.90,0:24:11.77,Default,,0000,0000,0000,,Right?\NThis is like no knowledge.
Dialogue: 0,0:24:11.77,0:24:12.34,Default,,0000,0000,0000,,Right?\NAnd this is
Dialogue: 0,0:24:12.34,0:24:13.78,Default,,0000,0000,0000,,all the knowledge needed.
Dialogue: 0,0:24:13.78,0:24:14.30,Default,,0000,0000,0000,,Right?\NAnd
Dialogue: 0,0:24:14.30,0:24:16.28,Default,,0000,0000,0000,,these two lines are pretty\Nmuch your interactions with
Dialogue: 0,0:24:16.28,0:24:17.61,Default,,0000,0000,0000,,users what you're trying to\Nget them to.
Dialogue: 0,0:24:17.61,0:24:20.27,Default,,0000,0000,0000,,This is currently where\Ntheir knowledge point is and
Dialogue: 0,0:24:20.27,0:24:22.46,Default,,0000,0000,0000,,this is the target knowledge\Npoint that you're trying to
Dialogue: 0,0:24:22.46,0:24:25.25,Default,,0000,0000,0000,,get them to, to understand\Nthat to use your app.
Dialogue: 0,0:24:25.25,0:24:27.10,Default,,0000,0000,0000,,The gap between those is\Ncalled the knowledge gap,
Dialogue: 0,0:24:27.10,0:24:28.50,Default,,0000,0000,0000,,Jared Spool called it, Spool\Ncalls.
Dialogue: 0,0:24:28.50,0:24:31.85,Default,,0000,0000,0000,,And what's interesting about\Nthis is there's only two
Dialogue: 0,0:24:31.85,0:24:34.28,Default,,0000,0000,0000,,ways, right, to sort of fix\Nthis.
Dialogue: 0,0:24:34.28,0:24:36.13,Default,,0000,0000,0000,,That gap represents how\Nintuitive your
Dialogue: 0,0:24:36.13,0:24:38.10,Default,,0000,0000,0000,,app is, right?
Dialogue: 0,0:24:38.10,0:24:41.21,Default,,0000,0000,0000,,You either get the user to\Nincrease their
Dialogue: 0,0:24:41.21,0:24:44.80,Default,,0000,0000,0000,,knowledge or you decrease\Nthe amount of knowledge
Dialogue: 0,0:24:44.80,0:24:45.87,Default,,0000,0000,0000,,that's needed to use your\Napplication.
Dialogue: 0,0:24:45.87,0:24:48.45,Default,,0000,0000,0000,,And oftentimes, as engineers\Nand people who build and
Dialogue: 0,0:24:48.45,0:24:50.70,Default,,0000,0000,0000,,work on products, we think\Nlet's add new features.
Dialogue: 0,0:24:51.80,0:24:52.79,Default,,0000,0000,0000,,And new features only
Dialogue: 0,0:24:52.79,0:24:55.15,Default,,0000,0000,0000,,means let's increase the\Nknowledge gap.
Dialogue: 0,0:24:57.87,0:25:00.70,Default,,0000,0000,0000,,So for us we actually\Nfocused a lot on
Dialogue: 0,0:25:00.70,0:25:01.79,Default,,0000,0000,0000,,the other sort of direction.
Dialogue: 0,0:25:01.79,0:25:03.53,Default,,0000,0000,0000,,And so what that meant we\Nspent a lot of time,
Dialogue: 0,0:25:03.53,0:25:06.87,Default,,0000,0000,0000,,30% of our engineering time\Nwas spent on internal tools
Dialogue: 0,0:25:06.87,0:25:09.10,Default,,0000,0000,0000,,to help with our customer\Nsupport stuff.
Dialogue: 0,0:25:09.10,0:25:10.20,Default,,0000,0000,0000,,But oftentimes it
Dialogue: 0,0:25:10.20,0:25:12.75,Default,,0000,0000,0000,,was spent helping people\Nhelp themselves.
Dialogue: 0,0:25:12.75,0:25:15.87,Default,,0000,0000,0000,,Things like frequently asked\Nquestions, tool tips.
Dialogue: 0,0:25:15.87,0:25:17.65,Default,,0000,0000,0000,,Things like, if you just\Nclick the help link,
Dialogue: 0,0:25:17.65,0:25:20.51,Default,,0000,0000,0000,,right, instead of taking you\Nto the generic help sort of
Dialogue: 0,0:25:20.51,0:25:21.48,Default,,0000,0000,0000,,documentation page,
Dialogue: 0,0:25:21.48,0:25:24.15,Default,,0000,0000,0000,,you go to the specific page\Nwhere you're looking at
Dialogue: 0,0:25:24.15,0:25:25.54,Default,,0000,0000,0000,,is going to be most, sort\Nof,
Dialogue: 0,0:25:25.54,0:25:27.96,Default,,0000,0000,0000,,appropriate for what you're\Nworking on.
Dialogue: 0,0:25:27.96,0:25:29.70,Default,,0000,0000,0000,,We redesigned our\Ndocumentation over and
Dialogue: 0,0:25:29.70,0:25:31.87,Default,,0000,0000,0000,,over again, AB tested it\Nconstantly.
Dialogue: 0,0:25:31.87,0:25:34.40,Default,,0000,0000,0000,,One iteration of our\Ndocumentation reduced
Dialogue: 0,0:25:34.40,0:25:36.29,Default,,0000,0000,0000,,customer support by 30% over\Nnight.
Dialogue: 0,0:25:37.33,0:25:38.90,Default,,0000,0000,0000,,It's one of those things\Nwhere,
Dialogue: 0,0:25:38.90,0:25:41.40,Default,,0000,0000,0000,,like, overnight, all the\Npeople that work on
Dialogue: 0,0:25:41.40,0:25:43.96,Default,,0000,0000,0000,,the product immediately had\N30% less work to do.
Dialogue: 0,0:25:46.80,0:25:48.49,Default,,0000,0000,0000,,Now what happens if you have\Neveryone work on
Dialogue: 0,0:25:48.49,0:25:49.63,Default,,0000,0000,0000,,customer support constantly,\Nand
Dialogue: 0,0:25:49.63,0:25:52.22,Default,,0000,0000,0000,,thinking about it in terms\Nof a remarkable way?
Dialogue: 0,0:25:52.22,0:25:53.43,Default,,0000,0000,0000,,Well, I talked a lot about,
Dialogue: 0,0:25:53.43,0:25:56.29,Default,,0000,0000,0000,,in the very beginning growth\Nis a function of
Dialogue: 0,0:25:56.29,0:25:58.00,Default,,0000,0000,0000,,conversion and churn.
Dialogue: 0,0:25:58.00,0:26:01.14,Default,,0000,0000,0000,,This is Wufoo's growth curve\Nfor the first five years.
Dialogue: 0,0:26:01.14,0:26:02.27,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:26:02.27,0:26:03.39,Default,,0000,0000,0000,,What's interesting is that\Nwe
Dialogue: 0,0:26:03.39,0:26:08.20,Default,,0000,0000,0000,,paid no money on\Nadvertising, on marketing.
Dialogue: 0,0:26:08.20,0:26:10.72,Default,,0000,0000,0000,,All of it was done by word\Nof mouth growth.
Dialogue: 0,0:26:10.72,0:26:11.80,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:26:11.80,0:26:13.48,Default,,0000,0000,0000,,And the interaction between,\Nlike,
Dialogue: 0,0:26:13.48,0:26:16.46,Default,,0000,0000,0000,,new users and downgrades are\Nthis.
Dialogue: 0,0:26:18.57,0:26:20.94,Default,,0000,0000,0000,,It's so slight what it\Ntakes, that gap,
Dialogue: 0,0:26:20.94,0:26:21.80,Default,,0000,0000,0000,,making that sort of work.
Dialogue: 0,0:26:21.80,0:26:24.71,Default,,0000,0000,0000,,And what a lot of people\Nkeep forgetting is that
Dialogue: 0,0:26:24.71,0:26:26.97,Default,,0000,0000,0000,,there's almost no difference\Nbetween an increase in
Dialogue: 0,0:26:26.97,0:26:30.37,Default,,0000,0000,0000,,conversion rate, 1% increase\Nand a 1% decrease churn.
Dialogue: 0,0:26:30.37,0:26:32.84,Default,,0000,0000,0000,,They do exactly the same\Nthing to your growth.
Dialogue: 0,0:26:32.84,0:26:35.71,Default,,0000,0000,0000,,However, the ladder is\Nactually much easier to do.
Dialogue: 0,0:26:35.71,0:26:38.38,Default,,0000,0000,0000,,It's much cheaper to do, in\Nyour apps, and
Dialogue: 0,0:26:38.38,0:26:39.94,Default,,0000,0000,0000,,a lot of the times we\Nneglect this,
Dialogue: 0,0:26:39.94,0:26:42.10,Default,,0000,0000,0000,,neglect this to way far\Nalong.
Dialogue: 0,0:26:42.10,0:26:42.96,Default,,0000,0000,0000,,Right?\NAnd we usually have our
Dialogue: 0,0:26:42.96,0:26:46.90,Default,,0000,0000,0000,,B team works on these sort\Nof projects and services.
Dialogue: 0,0:26:46.90,0:26:47.77,Default,,0000,0000,0000,,This is actually not the\Ngraph that we track most of
Dialogue: 0,0:26:47.77,0:26:49.25,Default,,0000,0000,0000,,the time at Wufoo, it's not\Neven the one I'm proud of.
Dialogue: 0,0:26:49.25,0:26:51.86,Default,,0000,0000,0000,,This is the one I'm proud\Nof.
Dialogue: 0,0:26:51.86,0:26:54.98,Default,,0000,0000,0000,,Cuz even though we have this\Nsort of nice, awesome curve
Dialogue: 0,0:26:54.98,0:26:58.40,Default,,0000,0000,0000,,of growth, this is what, how\Nloud is this scale?
Dialogue: 0,0:26:58.40,0:27:00.34,Default,,0000,0000,0000,,Keep the company small, have\Nan awesome culture.
Dialogue: 0,0:27:01.68,0:27:02.92,Default,,0000,0000,0000,,And that required doing a\Nlot of
Dialogue: 0,0:27:02.92,0:27:08.80,Default,,0000,0000,0000,,these things to help people\Nsort of do what they need.
Dialogue: 0,0:27:08.80,0:27:13.71,Default,,0000,0000,0000,,So John Gotman noticed there\Nwas a different type of
Dialogue: 0,0:27:13.71,0:27:18.98,Default,,0000,0000,0000,,behavior for relationships\Nand why people divorced.
Dialogue: 0,0:27:18.98,0:27:21.94,Default,,0000,0000,0000,,Basically there would be\Nsome subset of people who
Dialogue: 0,0:27:21.94,0:27:24.40,Default,,0000,0000,0000,,would stay together 10, 15\Nyears and
Dialogue: 0,0:27:24.40,0:27:26.87,Default,,0000,0000,0000,,then all of a sudden they\Ndivorce and
Dialogue: 0,0:27:26.87,0:27:29.90,Default,,0000,0000,0000,,there was none of the other\Nindicators which sort of
Dialogue: 0,0:27:29.90,0:27:32.32,Default,,0000,0000,0000,,show that this is what was\Ngonna happen.
Dialogue: 0,0:27:32.32,0:27:34.67,Default,,0000,0000,0000,,And I was looking through\Nthe data and
Dialogue: 0,0:27:34.67,0:27:35.87,Default,,0000,0000,0000,,I realized oh, there's no\Npassion,
Dialogue: 0,0:27:35.87,0:27:38.19,Default,,0000,0000,0000,,there's no fire between\Nthese people, right?
Dialogue: 0,0:27:38.19,0:27:39.68,Default,,0000,0000,0000,,When it comes to\Nrelationships they
Dialogue: 0,0:27:39.68,0:27:42.59,Default,,0000,0000,0000,,kinda follow the second law\Nof thermodynamics, right?
Dialogue: 0,0:27:42.59,0:27:44.50,Default,,0000,0000,0000,,In a closed energy system\Nthings tend to run down so
Dialogue: 0,0:27:44.51,0:27:46.66,Default,,0000,0000,0000,,you have to constantly be\Nputting energy and
Dialogue: 0,0:27:46.66,0:27:47.72,Default,,0000,0000,0000,,effort back into it.
Dialogue: 0,0:27:47.72,0:27:50.43,Default,,0000,0000,0000,,Now the way a lot of people\Nsort of think about showing
Dialogue: 0,0:27:50.43,0:27:54.40,Default,,0000,0000,0000,,people that I care about you\Nin products and in companies
Dialogue: 0,0:27:54.40,0:27:56.87,Default,,0000,0000,0000,,is to do things like let's\Nhave a blog, right?
Dialogue: 0,0:27:56.87,0:27:58.24,Default,,0000,0000,0000,,Lets' have a newsletter?
Dialogue: 0,0:27:59.46,0:28:01.87,Default,,0000,0000,0000,,The thing is, we look at\Nthese rates and basically it
Dialogue: 0,0:28:01.87,0:28:03.96,Default,,0000,0000,0000,,was such a small percentage\Nof our active users that it
Dialogue: 0,0:28:03.96,0:28:06.29,Default,,0000,0000,0000,,was like, most of our users\Nhave no idea all
Dialogue: 0,0:28:06.29,0:28:08.66,Default,,0000,0000,0000,,the awesome stuff that we're\Ndoing for them.
Dialogue: 0,0:28:08.66,0:28:09.98,Default,,0000,0000,0000,,So we built a new tool.
Dialogue: 0,0:28:09.98,0:28:11.54,Default,,0000,0000,0000,,We called it the Wufoo\Nsystem, and
Dialogue: 0,0:28:11.54,0:28:13.57,Default,,0000,0000,0000,,what it allowed us to do was\Njust time stamp every new
Dialogue: 0,0:28:13.57,0:28:15.99,Default,,0000,0000,0000,,feature that we're building\Nfor users and
Dialogue: 0,0:28:15.99,0:28:17.54,Default,,0000,0000,0000,,then every time they would\Nlog in, we would look at
Dialogue: 0,0:28:17.54,0:28:20.83,Default,,0000,0000,0000,,the difference between their\Nlog in time or last log in
Dialogue: 0,0:28:20.83,0:28:22.58,Default,,0000,0000,0000,,time and the new features\Nthat were implemented.
Dialogue: 0,0:28:22.58,0:28:24.12,Default,,0000,0000,0000,,And when you had this\Nmessage show up,
Dialogue: 0,0:28:24.12,0:28:25.30,Default,,0000,0000,0000,,hey since you've been gone
Dialogue: 0,0:28:25.30,0:28:27.80,Default,,0000,0000,0000,,here's all the awesome stuff\Nthat Wufoo did for you.
Dialogue: 0,0:28:27.80,0:28:29.84,Default,,0000,0000,0000,,Hands down this was the most\Ntalked about feature I've
Dialogue: 0,0:28:29.84,0:28:32.58,Default,,0000,0000,0000,,ever had every time I went\Nout to talk to users.
Dialogue: 0,0:28:32.58,0:28:34.86,Default,,0000,0000,0000,,Right they'd say like dude I\Nlove that since you've be,
Dialogue: 0,0:28:34.86,0:28:37.49,Default,,0000,0000,0000,,since you've gone thing even\Nthough I pay the same amount
Dialogue: 0,0:28:37.49,0:28:39.51,Default,,0000,0000,0000,,every single month you guys\Nare doing something for
Dialogue: 0,0:28:39.51,0:28:42.11,Default,,0000,0000,0000,,me almost every week and\Nit's totally awesome and
Dialogue: 0,0:28:42.11,0:28:43.78,Default,,0000,0000,0000,,makes me feel, I'm getting\Nmaximum value.
Dialogue: 0,0:28:47.20,0:28:48.20,Default,,0000,0000,0000,,The other thing that we did\Nin
Dialogue: 0,0:28:48.20,0:28:50.30,Default,,0000,0000,0000,,addition to having everyone\Nsupport the people that
Dialogue: 0,0:28:50.30,0:28:52.50,Default,,0000,0000,0000,,paid their pay check is have\Nthem say thank you.
Dialogue: 0,0:28:52.50,0:28:56.79,Default,,0000,0000,0000,,And this was a large part\Ndue to us injecting sort of
Dialogue: 0,0:28:56.79,0:28:59.28,Default,,0000,0000,0000,,humility and modesty in to\Nsort of the equation.
Dialogue: 0,0:29:01.20,0:29:03.27,Default,,0000,0000,0000,,Every single Friday we would\Nget together and
Dialogue: 0,0:29:03.27,0:29:05.35,Default,,0000,0000,0000,,we'd just write simple hand\Nwritten thank you cards to
Dialogue: 0,0:29:05.35,0:29:06.29,Default,,0000,0000,0000,,our users.
Dialogue: 0,0:29:07.34,0:29:10.61,Default,,0000,0000,0000,,And I know there's tons of\Npeople who would not be sort
Dialogue: 0,0:29:10.61,0:29:13.80,Default,,0000,0000,0000,,of excited about doing this,\Nbut it was a ritual that
Dialogue: 0,0:29:13.80,0:29:16.48,Default,,0000,0000,0000,,made sort of all the\Ndifference in terms of,
Dialogue: 0,0:29:16.48,0:29:19.82,Default,,0000,0000,0000,,like, having a team that was\Nvery tightly neat,
Dialogue: 0,0:29:19.82,0:29:21.23,Default,,0000,0000,0000,,tightly knit, also.
Dialogue: 0,0:29:21.23,0:29:23.19,Default,,0000,0000,0000,,And working on stuff that\Nthey really cared about.
Dialogue: 0,0:29:23.19,0:29:26.13,Default,,0000,0000,0000,,They always constantly knew\Nwhat the mission was for,
Dialogue: 0,0:29:26.13,0:29:27.96,Default,,0000,0000,0000,,and why we sort of did what\Nwe did.
Dialogue: 0,0:29:27.96,0:29:30.10,Default,,0000,0000,0000,,These aren't fancy thank you\Ncards, right?
Dialogue: 0,0:29:30.10,0:29:30.81,Default,,0000,0000,0000,,They're just simple,
Dialogue: 0,0:29:30.81,0:29:32.86,Default,,0000,0000,0000,,like handwritten stuff on an\Nindex card.
Dialogue: 0,0:29:32.86,0:29:33.99,Default,,0000,0000,0000,,We threw in a sticker, and
Dialogue: 0,0:29:33.99,0:29:37.14,Default,,0000,0000,0000,,slapped on a dinosaur on the\Nfront of it.
Dialogue: 0,0:29:37.14,0:29:41.72,Default,,0000,0000,0000,,And, what's interesting is\Nwe started this practice as
Dialogue: 0,0:29:41.72,0:29:45.83,Default,,0000,0000,0000,,a result of the early days\Nof starting Wufoo.
Dialogue: 0,0:29:45.83,0:29:48.39,Default,,0000,0000,0000,,Chris, Ron, and I were\Ntalking, and we're trying to
Dialogue: 0,0:29:48.39,0:29:50.10,Default,,0000,0000,0000,,figure out, what are we\Ngonna do to sort of show
Dialogue: 0,0:29:50.10,0:29:52.14,Default,,0000,0000,0000,,users that we appreciate\Nthem around Christmas.
Dialogue: 0,0:29:52.14,0:29:55.34,Default,,0000,0000,0000,,And he, Chris came up with\Nthis idea where he said
Dialogue: 0,0:29:55.34,0:29:58.82,Default,,0000,0000,0000,,hey guys, so a couple years\Nago my mom, like, made me
Dialogue: 0,0:29:58.82,0:30:01.83,Default,,0000,0000,0000,,write thank you notes to all\Nof my relatives.
Dialogue: 0,0:30:01.83,0:30:03.55,Default,,0000,0000,0000,,For my Christmas gifts.
Dialogue: 0,0:30:03.56,0:30:05.44,Default,,0000,0000,0000,,And I didn't really like to\Ndo it but
Dialogue: 0,0:30:05.44,0:30:07.75,Default,,0000,0000,0000,,the following year all my\Npresents were super good.
Dialogue: 0,0:30:07.75,0:30:12.17,Default,,0000,0000,0000,,So, I think we should try\Nthis for our business and
Dialogue: 0,0:30:12.17,0:30:13.77,Default,,0000,0000,0000,,see how it goes.
Dialogue: 0,0:30:13.77,0:30:17.32,Default,,0000,0000,0000,,So, that first year we wrote\Nhandwritten Christmas cards
Dialogue: 0,0:30:17.32,0:30:19.75,Default,,0000,0000,0000,,to all of our users that\Nfirst year.
Dialogue: 0,0:30:19.75,0:30:21.36,Default,,0000,0000,0000,,Second year rolls around,\Nand
Dialogue: 0,0:30:21.36,0:30:22.68,Default,,0000,0000,0000,,we have too many customers,\Nlike, and
Dialogue: 0,0:30:22.68,0:30:24.67,Default,,0000,0000,0000,,it's still just the three\Nfounders.
Dialogue: 0,0:30:24.67,0:30:26.92,Default,,0000,0000,0000,,And we were going like we're\Nkinda screwed,
Dialogue: 0,0:30:26.92,0:30:28.65,Default,,0000,0000,0000,,I don't know what we're\Ngonna do.
Dialogue: 0,0:30:28.65,0:30:30.94,Default,,0000,0000,0000,,And we read a book called\Nthe ultimate question, and
Dialogue: 0,0:30:30.94,0:30:32.54,Default,,0000,0000,0000,,in it he talks about hey,
Dialogue: 0,0:30:32.54,0:30:35.49,Default,,0000,0000,0000,,just focus on your most\Nprofitable users.
Dialogue: 0,0:30:35.49,0:30:36.51,Default,,0000,0000,0000,,And just tend them and
Dialogue: 0,0:30:36.51,0:30:38.33,Default,,0000,0000,0000,,take care of them, then\Nit'll work out.
Dialogue: 0,0:30:38.33,0:30:38.91,Default,,0000,0000,0000,,So we're like, all right,
Dialogue: 0,0:30:38.91,0:30:41.00,Default,,0000,0000,0000,,that, that makes sense,\Nthat's scalable.
Dialogue: 0,0:30:41.00,0:30:41.77,Default,,0000,0000,0000,,So that year we
Dialogue: 0,0:30:41.77,0:30:43.46,Default,,0000,0000,0000,,only write to our highest\Npaying customers.
Dialogue: 0,0:30:44.48,0:30:47.63,Default,,0000,0000,0000,,And the January rolls around\Nthat second year and
Dialogue: 0,0:30:47.63,0:30:50.54,Default,,0000,0000,0000,,one of our long time loyal\Nusers writes us and
Dialogue: 0,0:30:50.54,0:30:55.62,Default,,0000,0000,0000,,he's basically like, hey\Nguys I, I really loved
Dialogue: 0,0:30:55.62,0:30:58.29,Default,,0000,0000,0000,,that Christmas card you sent\Nme the first year and I just
Dialogue: 0,0:30:58.29,0:31:01.00,Default,,0000,0000,0000,,wanted you to know I haven't\Nreceived my second card yet
Dialogue: 0,0:31:01.00,0:31:02.52,Default,,0000,0000,0000,,and I'm just looking forward\Nto it.
Dialogue: 0,0:31:02.52,0:31:04.40,Default,,0000,0000,0000,,I know you didn't forget\Nabout me.
Dialogue: 0,0:31:06.50,0:31:07.40,Default,,0000,0000,0000,,Thanks a lot.
Dialogue: 0,0:31:07.40,0:31:11.93,Default,,0000,0000,0000,,So we're like, fuck, because\Nthe best way to sort of
Dialogue: 0,0:31:11.93,0:31:13.89,Default,,0000,0000,0000,,exceed expectations is not\Nto send any to begin with,
Dialogue: 0,0:31:13.89,0:31:15.50,Default,,0000,0000,0000,,so we were like sort of in\Nthis conundrum.
Dialogue: 0,0:31:15.50,0:31:17.94,Default,,0000,0000,0000,,And what we decided, after\Nthinking about it for
Dialogue: 0,0:31:17.94,0:31:20.27,Default,,0000,0000,0000,,a while, is that we need to\Nstop doing it,
Dialogue: 0,0:31:20.27,0:31:22.40,Default,,0000,0000,0000,,you know, just one time a\Nyear.
Dialogue: 0,0:31:22.40,0:31:23.76,Default,,0000,0000,0000,,It needs to be something\Nthat's part of the culture.
Dialogue: 0,0:31:23.76,0:31:25.80,Default,,0000,0000,0000,,Happens every, every, every\Nsort of week, even.
Dialogue: 0,0:31:25.80,0:31:27.95,Default,,0000,0000,0000,,And even though we'll never\Ncatch up to all of
Dialogue: 0,0:31:27.95,0:31:29.50,Default,,0000,0000,0000,,our customers.
Dialogue: 0,0:31:29.50,0:31:29.71,Default,,0000,0000,0000,,Just the practice of
Dialogue: 0,0:31:29.71,0:31:31.49,Default,,0000,0000,0000,,doing it will make all the\Ndifference.
Dialogue: 0,0:31:33.30,0:31:34.31,Default,,0000,0000,0000,,I talked a lot
Dialogue: 0,0:31:34.31,0:31:37.32,Default,,0000,0000,0000,,about a bunch of like\Nlovey-dovey stuff and
Dialogue: 0,0:31:37.32,0:31:39.47,Default,,0000,0000,0000,,sort of like touchy-feely\Nthings that I think a lot of
Dialogue: 0,0:31:39.47,0:31:41.45,Default,,0000,0000,0000,,engineers don't like to\Nthink about too often.
Dialogue: 0,0:31:41.45,0:31:45.57,Default,,0000,0000,0000,,And so I'll end on some sort\Nof hard business
Dialogue: 0,0:31:45.57,0:31:47.32,Default,,0000,0000,0000,,data or research.
Dialogue: 0,0:31:47.32,0:31:49.16,Default,,0000,0000,0000,,There's an article that was\Nput out by
Dialogue: 0,0:31:49.16,0:31:51.22,Default,,0000,0000,0000,,the Harvard Business Review\Nseveral years ago by
Dialogue: 0,0:31:51.22,0:31:53.80,Default,,0000,0000,0000,,Michael Treacy and Fred\NWiersema and in it they
Dialogue: 0,0:31:53.80,0:31:55.56,Default,,0000,0000,0000,,talk about the discipline of\Nmarket leaders.
Dialogue: 0,0:31:55.56,0:31:57.36,Default,,0000,0000,0000,,They say there's only three\Nways that you
Dialogue: 0,0:31:57.36,0:32:01.63,Default,,0000,0000,0000,,achieve market dominance and\Ndepending on how you want to
Dialogue: 0,0:32:01.63,0:32:03.30,Default,,0000,0000,0000,,achieve that market\Ndominance you have
Dialogue: 0,0:32:03.30,0:32:05.87,Default,,0000,0000,0000,,to organize your company in\Na very specific way.
Dialogue: 0,0:32:05.87,0:32:09.35,Default,,0000,0000,0000,,Best price, best product and\Nbest overall solution.
Dialogue: 0,0:32:09.35,0:32:09.86,Default,,0000,0000,0000,,If you want to be
Dialogue: 0,0:32:09.86,0:32:12.27,Default,,0000,0000,0000,,the best price out there you\Nfocus on logistics.
Dialogue: 0,0:32:12.27,0:32:13.68,Default,,0000,0000,0000,,A Wal-Mart, an Amazon.
Dialogue: 0,0:32:13.68,0:32:15.39,Default,,0000,0000,0000,,If you want to be the best\Nproduct out there you
Dialogue: 0,0:32:15.39,0:32:16.54,Default,,0000,0000,0000,,focus on R&D.
Dialogue: 0,0:32:16.54,0:32:17.46,Default,,0000,0000,0000,,Apple's usually
Dialogue: 0,0:32:17.46,0:32:19.49,Default,,0000,0000,0000,,a quintessential example of\Nthat.
Dialogue: 0,0:32:19.49,0:32:21.40,Default,,0000,0000,0000,,Best overall solution is\Nabout
Dialogue: 0,0:32:21.40,0:32:21.93,Default,,0000,0000,0000,,being customer intimate.
Dialogue: 0,0:32:21.93,0:32:23.41,Default,,0000,0000,0000,,And this is the path that\Nyou see followed by
Dialogue: 0,0:32:23.41,0:32:25.95,Default,,0000,0000,0000,,luxury brands and\Nhospitality industry.
Dialogue: 0,0:32:27.19,0:32:30.40,Default,,0000,0000,0000,,What I love about this path\Ntowards market dominance is
Dialogue: 0,0:32:30.40,0:32:34.75,Default,,0000,0000,0000,,that the third one is the\Nonly one that
Dialogue: 0,0:32:34.75,0:32:37.62,Default,,0000,0000,0000,,everyone can do at any stage\Nof their company.
Dialogue: 0,0:32:37.62,0:32:40.46,Default,,0000,0000,0000,,Requires almost no money to\Nget started with.
Dialogue: 0,0:32:40.46,0:32:41.54,Default,,0000,0000,0000,,Usually just co.
Dialogue: 0,0:32:41.54,0:32:44.78,Default,,0000,0000,0000,,Requires a little bit of\Nhumility and some manners.
Dialogue: 0,0:32:44.78,0:32:48.59,Default,,0000,0000,0000,,And as a result you can\Nachieve the success as any
Dialogue: 0,0:32:48.59,0:32:50.19,Default,,0000,0000,0000,,other people in sort of your\Nmarket.
Dialogue: 0,0:32:52.11,0:32:53.68,Default,,0000,0000,0000,,That's all I got.
Dialogue: 0,0:32:53.68,0:32:54.34,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:33:00.37,0:33:03.23,Default,,0000,0000,0000,,Yeah, let's take some\Nquestions if you guys
Dialogue: 0,0:33:03.23,0:33:03.91,Default,,0000,0000,0000,,have any.
Dialogue: 0,0:33:03.91,0:33:04.85,Default,,0000,0000,0000,,Right in the back there.
Dialogue: 0,0:33:04.85,0:33:07.34,Default,,0000,0000,0000,,>> Building products that\Nusers love?
Dialogue: 0,0:33:07.34,0:33:10.34,Default,,0000,0000,0000,,You might have multiple\Ndifferent types of users.
Dialogue: 0,0:33:10.34,0:33:14.15,Default,,0000,0000,0000,,How do you build one product\Nthat all users love?
Dialogue: 0,0:33:14.15,0:33:16.15,Default,,0000,0000,0000,,Maybe there is a feature\Nthat one really likes but
Dialogue: 0,0:33:16.15,0:33:18.11,Default,,0000,0000,0000,,detracts value from one\Nthat.
Dialogue: 0,0:33:18.11,0:33:19.15,Default,,0000,0000,0000,,>> All right.\NSo what do you do
Dialogue: 0,0:33:19.15,0:33:20.95,Default,,0000,0000,0000,,when you have a product with\Nlots of
Dialogue: 0,0:33:20.95,0:33:22.25,Default,,0000,0000,0000,,different type of users,\Nright?
Dialogue: 0,0:33:22.25,0:33:23.49,Default,,0000,0000,0000,,Some users will love one\Nthing and
Dialogue: 0,0:33:23.49,0:33:25.25,Default,,0000,0000,0000,,another will, will another.
Dialogue: 0,0:33:25.25,0:33:25.97,Default,,0000,0000,0000,,And I agree, there's
Dialogue: 0,0:33:25.97,0:33:27.29,Default,,0000,0000,0000,,a interesting fine line for\Nthat.
Dialogue: 0,0:33:27.29,0:33:29.37,Default,,0000,0000,0000,,What I always, usually tell\Npeople,
Dialogue: 0,0:33:29.37,0:33:31.70,Default,,0000,0000,0000,,is focus on the people who\Nare the most passionate,
Dialogue: 0,0:33:31.70,0:33:32.36,Default,,0000,0000,0000,,especially in the early\Nstages.
Dialogue: 0,0:33:32.36,0:33:34.20,Default,,0000,0000,0000,,Right?\NWhoever's, whatever niche
Dialogue: 0,0:33:34.20,0:33:37.32,Default,,0000,0000,0000,,it's gonna be, that's who I\Nfocus on completely.
Dialogue: 0,0:33:37.32,0:33:39.28,Default,,0000,0000,0000,,Things that a lot of\Ndifferent projects did.
Dialogue: 0,0:33:39.28,0:33:40.14,Default,,0000,0000,0000,,I think Ben Silverman of
Dialogue: 0,0:33:40.14,0:33:43.29,Default,,0000,0000,0000,,Pinterest started off with a\Ndesigner bloggers, right?
Dialogue: 0,0:33:43.29,0:33:44.90,Default,,0000,0000,0000,,Curtail your thing for
Dialogue: 0,0:33:44.90,0:33:46.61,Default,,0000,0000,0000,,them and eventually you'll\Nfigure out sort of universal
Dialogue: 0,0:33:46.61,0:33:49.15,Default,,0000,0000,0000,,values that will appeal to a\Nlot of other people.
Dialogue: 0,0:33:49.15,0:33:50.92,Default,,0000,0000,0000,,So, just start one at a\Ntime.
Dialogue: 0,0:33:50.92,0:33:51.72,Default,,0000,0000,0000,,And.
Dialogue: 0,0:33:51.72,0:33:53.90,Default,,0000,0000,0000,,The, a lot of the examples\Nthat you see up there,
Dialogue: 0,0:33:53.90,0:33:55.28,Default,,0000,0000,0000,,a lot of people make the\Nmistake is like, oh,
Dialogue: 0,0:33:55.28,0:33:56.96,Default,,0000,0000,0000,,I'll just make my app funny.
Dialogue: 0,0:33:56.96,0:34:00.13,Default,,0000,0000,0000,,But, humor is like really\Ndifficult to do.
Dialogue: 0,0:34:00.13,0:34:01.20,Default,,0000,0000,0000,,Right?\NWhat you wanna shoot for
Dialogue: 0,0:34:01.20,0:34:02.35,Default,,0000,0000,0000,,is something sort of witty.
Dialogue: 0,0:34:02.35,0:34:03.72,Default,,0000,0000,0000,,And, quite honestly,
Dialogue: 0,0:34:03.72,0:34:05.73,Default,,0000,0000,0000,,you have to get\Nfunctionality right.
Dialogue: 0,0:34:05.73,0:34:07.22,Default,,0000,0000,0000,,So like the Japanese\Nquality.
Dialogue: 0,0:34:07.22,0:34:10.21,Default,,0000,0000,0000,,If you don't have a on\Nthere, right, don't try to
Dialogue: 0,0:34:10.21,0:34:13.10,Default,,0000,0000,0000,,do anything witty, right,\Ncuz it will backfire on you.
Dialogue: 0,0:34:13.10,0:34:15.81,Default,,0000,0000,0000,,So hands down, our number\None focus is make it as
Dialogue: 0,0:34:15.81,0:34:18.11,Default,,0000,0000,0000,,easy to use as possible for\Nand
Dialogue: 0,0:34:18.11,0:34:20.16,Default,,0000,0000,0000,,anything else on top was\Npolish.
Dialogue: 0,0:34:20.16,0:34:20.60,Default,,0000,0000,0000,,Right here.
Dialogue: 0,0:34:20.60,0:34:28.31,Default,,0000,0000,0000,,>> So so everybody says that\Nto focus on your product.
Dialogue: 0,0:34:28.31,0:34:29.29,Default,,0000,0000,0000,,I'm also good at that.
Dialogue: 0,0:34:29.30,0:34:32.30,Default,,0000,0000,0000,,I love to do a project and I\Nlove to make it the best.
Dialogue: 0,0:34:32.30,0:34:35.10,Default,,0000,0000,0000,,But we are to that certain\Npoint that we are focused on
Dialogue: 0,0:34:35.10,0:34:37.51,Default,,0000,0000,0000,,our product but we don't get\Nlike constantly right?
Dialogue: 0,0:34:37.51,0:34:38.27,Default,,0000,0000,0000,,Sorry.
Dialogue: 0,0:34:38.27,0:34:41.64,Default,,0000,0000,0000,,So second thing so how much\Nwe should focus on product?
Dialogue: 0,0:34:41.64,0:34:43.64,Default,,0000,0000,0000,,But because we should do now\Nmarketing.
Dialogue: 0,0:34:43.64,0:34:45.49,Default,,0000,0000,0000,,We should get somebody\Ncustomers and
Dialogue: 0,0:34:45.49,0:34:47.98,Default,,0000,0000,0000,,like and like start talking\Nto customers but
Dialogue: 0,0:34:47.98,0:34:50.18,Default,,0000,0000,0000,,when you are too focused on\Nyour product.
Dialogue: 0,0:34:50.18,0:34:52.94,Default,,0000,0000,0000,,Like users online have them.
Dialogue: 0,0:34:52.94,0:34:55.46,Default,,0000,0000,0000,,Right, so what exactly do\Nyou guys mean when you
Dialogue: 0,0:34:55.46,0:34:57.86,Default,,0000,0000,0000,,are saying like focus only\Non your product and
Dialogue: 0,0:34:57.86,0:34:59.13,Default,,0000,0000,0000,,give the best product?
Dialogue: 0,0:34:59.13,0:35:01.55,Default,,0000,0000,0000,,>> Okay.
Dialogue: 0,0:35:01.55,0:35:04.96,Default,,0000,0000,0000,,So the question sort of is\Nhow do we balance this
Dialogue: 0,0:35:04.96,0:35:07.89,Default,,0000,0000,0000,,sort of thing where we wanna\Nbe obsessed with
Dialogue: 0,0:35:07.89,0:35:09.80,Default,,0000,0000,0000,,working on product.
Dialogue: 0,0:35:09.80,0:35:11.63,Default,,0000,0000,0000,,Yet.\NBut all the other skills,
Dialogue: 0,0:35:11.63,0:35:14.80,Default,,0000,0000,0000,,and sort of tasks that are\Nneeded by a company,
Dialogue: 0,0:35:14.80,0:35:15.51,Default,,0000,0000,0000,,like marketing and branding\Nand
Dialogue: 0,0:35:15.51,0:35:17.73,Default,,0000,0000,0000,,all that stuff, and how, how\Nwe sort of balance that.
Dialogue: 0,0:35:17.73,0:35:20.10,Default,,0000,0000,0000,,And the thing is, like, it\Nstarts off as you juggling,
Dialogue: 0,0:35:20.10,0:35:22.54,Default,,0000,0000,0000,,like, tons of things\Nconstantly in the air.
Dialogue: 0,0:35:22.54,0:35:24.44,Default,,0000,0000,0000,,The thing is, if you're\Nworking on products, like,
Dialogue: 0,0:35:24.44,0:35:26.50,Default,,0000,0000,0000,,you should also always have\Nthis flip side as
Dialogue: 0,0:35:26.50,0:35:28.50,Default,,0000,0000,0000,,when you're talking to\Nusers.
Dialogue: 0,0:35:28.50,0:35:28.56,Default,,0000,0000,0000,,Right?\NAnd for
Dialogue: 0,0:35:28.56,0:35:31.90,Default,,0000,0000,0000,,us inside of Wufoo, the way\Nwe got people to talk to
Dialogue: 0,0:35:31.10,0:35:32.44,Default,,0000,0000,0000,,users is they just did\Ncustomer support.
Dialogue: 0,0:35:32.44,0:35:34.68,Default,,0000,0000,0000,,And they got to see\Nfirsthand, right away.
Dialogue: 0,0:35:34.68,0:35:35.93,Default,,0000,0000,0000,,Whether that feature sucked\Nor not,
Dialogue: 0,0:35:35.93,0:35:37.50,Default,,0000,0000,0000,,and also impacted everyone\Nelse in the company,
Dialogue: 0,0:35:37.50,0:35:39.42,Default,,0000,0000,0000,,because everyone had a\Ncustomer support shift.
Dialogue: 0,0:35:39.42,0:35:42.17,Default,,0000,0000,0000,,So you have this sort of\Nsocial incentive to sort of
Dialogue: 0,0:35:42.17,0:35:43.36,Default,,0000,0000,0000,,make everything work.
Dialogue: 0,0:35:43.36,0:35:46.15,Default,,0000,0000,0000,,And so, like I said, there\Nshould be no point where
Dialogue: 0,0:35:46.15,0:35:47.23,Default,,0000,0000,0000,,you're only focused on\Nproduct.
Dialogue: 0,0:35:47.23,0:35:49.34,Default,,0000,0000,0000,,You should always have time\Nwhere you work on product,
Dialogue: 0,0:35:49.34,0:35:51.42,Default,,0000,0000,0000,,and then you see sort of\Nwhat users say, say to you.
Dialogue: 0,0:35:51.42,0:35:53.27,Default,,0000,0000,0000,,And you should always have\Nthis virtual, like,
Dialogue: 0,0:35:53.27,0:35:54.42,Default,,0000,0000,0000,,feedback loop on there.
Dialogue: 0,0:35:54.42,0:35:56.63,Default,,0000,0000,0000,,So be careful when you don't\Nhave that.
Dialogue: 0,0:35:56.63,0:35:58.34,Default,,0000,0000,0000,,Usually what ends up\Nhappening, if you're lucky.
Dialogue: 0,0:35:59.38,0:36:00.70,Default,,0000,0000,0000,,In terms of marketing and
Dialogue: 0,0:36:00.70,0:36:03.70,Default,,0000,0000,0000,,sales, like, usually my\Nfeeling is like, you have to
Dialogue: 0,0:36:03.70,0:36:05.90,Default,,0000,0000,0000,,spend money on marketing and\Nadvertising, all this stuff.
Dialogue: 0,0:36:05.90,0:36:06.68,Default,,0000,0000,0000,,It's usually a tax you pay\Nbecause you
Dialogue: 0,0:36:06.68,0:36:08.28,Default,,0000,0000,0000,,haven't made your product\Nremarkable.
Dialogue: 0,0:36:08.28,0:36:09.51,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:36:09.51,0:36:11.63,Default,,0000,0000,0000,,Word of mouth growth is the\Neasiest kind of growth, and
Dialogue: 0,0:36:11.63,0:36:14.26,Default,,0000,0000,0000,,it's how a lot of the great\Ncompanies sort of grow.
Dialogue: 0,0:36:14.26,0:36:16.22,Default,,0000,0000,0000,,So figure out how to wait,\Nhow to like,
Dialogue: 0,0:36:16.22,0:36:18.12,Default,,0000,0000,0000,,have a story that people\Nwant to tell.
Dialogue: 0,0:36:18.12,0:36:18.83,Default,,0000,0000,0000,,About your product.
Dialogue: 0,0:36:18.83,0:36:20.40,Default,,0000,0000,0000,,Where they're the most\Ninteresting person at
Dialogue: 0,0:36:20.40,0:36:21.66,Default,,0000,0000,0000,,the dinner table, right?
Dialogue: 0,0:36:21.66,0:36:23.82,Default,,0000,0000,0000,,And then that person is your\Nsales person, right?
Dialogue: 0,0:36:23.82,0:36:25.46,Default,,0000,0000,0000,,That person is your sales\Nforce for you.
Dialogue: 0,0:36:25.46,0:36:28.11,Default,,0000,0000,0000,,Right here.
Dialogue: 0,0:36:28.11,0:36:32.11,Default,,0000,0000,0000,,>> like, where do you find\Ncrystal clear customer or
Dialogue: 0,0:36:32.11,0:36:36.14,Default,,0000,0000,0000,,user need and the demand is\Nthere is the right solution.
Dialogue: 0,0:36:36.14,0:36:38.10,Default,,0000,0000,0000,,How do you communicate with\Nengineering and
Dialogue: 0,0:36:38.10,0:36:41.71,Default,,0000,0000,0000,,designing team to make sure\Nthat because sometimes
Dialogue: 0,0:36:41.71,0:36:44.47,Default,,0000,0000,0000,,people in the team come up\Nwith ideas, and but
Dialogue: 0,0:36:44.47,0:36:45.62,Default,,0000,0000,0000,,still at the end of the day,
Dialogue: 0,0:36:45.62,0:36:48.34,Default,,0000,0000,0000,,how can you make a decision\Nwith where to go?
Dialogue: 0,0:36:48.34,0:36:50.30,Default,,0000,0000,0000,,>> Oh, so how do you make a\Ndecision on product?
Dialogue: 0,0:36:51.58,0:36:53.00,Default,,0000,0000,0000,,And communicate that with\Nyour sort of
Dialogue: 0,0:36:53.00,0:36:54.35,Default,,0000,0000,0000,,engineering team when\Nthere's like lots of
Dialogue: 0,0:36:54.35,0:36:55.41,Default,,0000,0000,0000,,different directions to go?
Dialogue: 0,0:36:57.29,0:36:58.95,Default,,0000,0000,0000,,My feeling is that.
Dialogue: 0,0:37:01.15,0:37:03.18,Default,,0000,0000,0000,,So for us we just looked at\Nsupport.
Dialogue: 0,0:37:03.18,0:37:04.18,Default,,0000,0000,0000,,It was really easy cuz
Dialogue: 0,0:37:04.18,0:37:06.48,Default,,0000,0000,0000,,you often just saw what are\Nthings that
Dialogue: 0,0:37:06.48,0:37:08.41,Default,,0000,0000,0000,,people are having the most\Namount of problems with?
Dialogue: 0,0:37:08.41,0:37:09.98,Default,,0000,0000,0000,,Or people asking all the\Ntime.
Dialogue: 0,0:37:09.98,0:37:12.36,Default,,0000,0000,0000,,You cannot help but get\Nfeature requests from
Dialogue: 0,0:37:12.36,0:37:14.28,Default,,0000,0000,0000,,people no matter like\Nwhatever opening or
Dialogue: 0,0:37:14.28,0:37:15.94,Default,,0000,0000,0000,,orifice you have in your\Nproduct or app.
Dialogue: 0,0:37:15.94,0:37:18.43,Default,,0000,0000,0000,,Like, people will like jam\Nfeature requests in there.
Dialogue: 0,0:37:18.43,0:37:19.21,Default,,0000,0000,0000,,So you're easily going to
Dialogue: 0,0:37:19.21,0:37:20.45,Default,,0000,0000,0000,,know sort of what they sort\Nof what.
Dialogue: 0,0:37:20.45,0:37:22.27,Default,,0000,0000,0000,,Your job as a product person\Nand
Dialogue: 0,0:37:22.27,0:37:25.50,Default,,0000,0000,0000,,engineer is to not just do\Nwhat they say, because that
Dialogue: 0,0:37:25.50,0:37:27.68,Default,,0000,0000,0000,,way, you'll just be a slave,\Nis to figure out,
Dialogue: 0,0:37:27.68,0:37:30.93,Default,,0000,0000,0000,,sort of deeply, what are the\Nreasons why underlying those
Dialogue: 0,0:37:30.93,0:37:33.41,Default,,0000,0000,0000,,things and sort of solve\Nthat deep underlying reason.
Dialogue: 0,0:37:33.41,0:37:34.61,Default,,0000,0000,0000,,The thing is that everyone\Nwants to
Dialogue: 0,0:37:34.61,0:37:35.99,Default,,0000,0000,0000,,have a different way of.
Dialogue: 0,0:37:35.99,0:37:38.39,Default,,0000,0000,0000,,To sort of go, then\Nultimately it comes down to,
Dialogue: 0,0:37:38.39,0:37:39.85,Default,,0000,0000,0000,,like, someone's gonna figure\Nsomething out.
Dialogue: 0,0:37:39.85,0:37:43.18,Default,,0000,0000,0000,,But I also make the smallest\Nversion of each little idea.
Dialogue: 0,0:37:43.18,0:37:46.80,Default,,0000,0000,0000,,No longer than a week or two\Nweeks to build it out there.
Dialogue: 0,0:37:46.80,0:37:46.98,Default,,0000,0000,0000,,And you can try them out and
Dialogue: 0,0:37:46.98,0:37:48.89,Default,,0000,0000,0000,,see sort of what works and\Ndon't work.
Dialogue: 0,0:37:48.89,0:37:50.60,Default,,0000,0000,0000,,I think it's dangerous to
Dialogue: 0,0:37:50.60,0:37:51.80,Default,,0000,0000,0000,,have multiple different\Nproduct directions that
Dialogue: 0,0:37:51.80,0:37:53.88,Default,,0000,0000,0000,,requires lots of time to\Nsort of figure out.
Dialogue: 0,0:37:55.43,0:37:56.49,Default,,0000,0000,0000,,Sam.
Dialogue: 0,0:37:56.50,0:37:57.76,Default,,0000,0000,0000,,>> Related to that can you\Ntell the story of
Dialogue: 0,0:37:57.76,0:38:00.91,Default,,0000,0000,0000,,how the king for a day thing\N>> Yeah.
Dialogue: 0,0:38:00.91,0:38:01.77,Default,,0000,0000,0000,,Okay.\NSo
Dialogue: 0,0:38:03.92,0:38:06.76,Default,,0000,0000,0000,,so I don't like hackathons.
Dialogue: 0,0:38:06.76,0:38:09.66,Default,,0000,0000,0000,,I think they sort of suck in\Nterms of ones done inside
Dialogue: 0,0:38:09.66,0:38:10.21,Default,,0000,0000,0000,,of companies.
Dialogue: 0,0:38:10.21,0:38:11.27,Default,,0000,0000,0000,,Because.
Dialogue: 0,0:38:11.27,0:38:13.94,Default,,0000,0000,0000,,You spend like 48 hours\Nworking on something really
Dialogue: 0,0:38:13.94,0:38:16.12,Default,,0000,0000,0000,,hard that you're sort of\Npassionate about and
Dialogue: 0,0:38:16.12,0:38:20.28,Default,,0000,0000,0000,,99% of them never make it to\Nproduction right, and
Dialogue: 0,0:38:20.28,0:38:22.41,Default,,0000,0000,0000,,it's sort, sort of real like\Nsuper sad.
Dialogue: 0,0:38:22.41,0:38:24.19,Default,,0000,0000,0000,,So for us we like flipped it\Non it's head and
Dialogue: 0,0:38:24.19,0:38:25.72,Default,,0000,0000,0000,,we came up with an idea that\Nwe called king for
Dialogue: 0,0:38:25.72,0:38:28.60,Default,,0000,0000,0000,,a day and it actually worked\Nover the weekend.
Dialogue: 0,0:38:28.60,0:38:31.92,Default,,0000,0000,0000,,But how it worked is someone\Nrandomly in the company got
Dialogue: 0,0:38:31.92,0:38:34.66,Default,,0000,0000,0000,,drawn and they got to be the\Nking, and the king got to
Dialogue: 0,0:38:34.66,0:38:36.40,Default,,0000,0000,0000,,tell everyone else what to\Ndo on the product.
Dialogue: 0,0:38:36.40,0:38:39.85,Default,,0000,0000,0000,,So everything that was\Nbothering them about Wufoo.
Dialogue: 0,0:38:39.85,0:38:40.89,Default,,0000,0000,0000,,About the customer support\Nstuff, or
Dialogue: 0,0:38:40.89,0:38:42.53,Default,,0000,0000,0000,,some feature they really\Nwant to have built.
Dialogue: 0,0:38:42.53,0:38:44.44,Default,,0000,0000,0000,,They've got the engineering\Nresources, the market
Dialogue: 0,0:38:44.44,0:38:46.65,Default,,0000,0000,0000,,resources, the advertising\Nresources of everyone inside
Dialogue: 0,0:38:46.65,0:38:48.67,Default,,0000,0000,0000,,of the company, to make it\Nsort of happen.
Dialogue: 0,0:38:48.67,0:38:49.77,Default,,0000,0000,0000,,And of course, we'd work\Nwith them to
Dialogue: 0,0:38:49.77,0:38:53.20,Default,,0000,0000,0000,,figure out like what can be\Nactually done in 48 hours.
Dialogue: 0,0:38:53.20,0:38:56.73,Default,,0000,0000,0000,,But we would do this one to\Ntwo times a year.
Dialogue: 0,0:38:56.73,0:38:57.82,Default,,0000,0000,0000,,And it was like a huge hit\Nand
Dialogue: 0,0:38:57.82,0:39:00.31,Default,,0000,0000,0000,,it was a boost to morale,\Ncuz what people most love.
Dialogue: 0,0:39:00.31,0:39:02.81,Default,,0000,0000,0000,,It is like working on things\Nwhere it's like, oh,
Dialogue: 0,0:39:02.81,0:39:04.20,Default,,0000,0000,0000,,I made a difference to the\Napp.
Dialogue: 0,0:39:05.30,0:39:05.70,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:39:05.70,0:39:09.29,Default,,0000,0000,0000,,And so, for us, that's one\Nway that we would like
Dialogue: 0,0:39:09.30,0:39:11.37,Default,,0000,0000,0000,,sort of divide time for like\Nproduct direction.
Dialogue: 0,0:39:11.37,0:39:13.90,Default,,0000,0000,0000,,It's like some times the\Npeople that work for
Dialogue: 0,0:39:13.10,0:39:14.73,Default,,0000,0000,0000,,you, they have a strong\Nopinion about where it,
Dialogue: 0,0:39:14.73,0:39:15.40,Default,,0000,0000,0000,,where it should go.
Dialogue: 0,0:39:15.40,0:39:17.58,Default,,0000,0000,0000,,And it's a good way to sort\Nof democratize it
Dialogue: 0,0:39:17.58,0:39:18.94,Default,,0000,0000,0000,,a little bit, by rotating it\Naround.
Dialogue: 0,0:39:20.76,0:39:21.52,Default,,0000,0000,0000,,Yes.
Dialogue: 0,0:39:21.52,0:39:23.76,Default,,0000,0000,0000,,>> You said you guys all\Nwork from home.
Dialogue: 0,0:39:23.76,0:39:25.45,Default,,0000,0000,0000,,Usually seems like a\Nnightmare.
Dialogue: 0,0:39:25.45,0:39:27.51,Default,,0000,0000,0000,,In that office, how do you\Nmake that work?
Dialogue: 0,0:39:27.51,0:39:28.51,Default,,0000,0000,0000,,>> Okay, so we all work from\Nhome.
Dialogue: 0,0:39:28.51,0:39:29.54,Default,,0000,0000,0000,,So, I will tell you this.
Dialogue: 0,0:39:29.54,0:39:31.61,Default,,0000,0000,0000,,We all still work within the\NTampa Bay area.
Dialogue: 0,0:39:31.61,0:39:32.76,Default,,0000,0000,0000,,We would allow anybody to
Dialogue: 0,0:39:32.76,0:39:34.51,Default,,0000,0000,0000,,work from any where but\Nusually.
Dialogue: 0,0:39:34.51,0:39:35.90,Default,,0000,0000,0000,,As we tried to recruit\Nthem,they sort of
Dialogue: 0,0:39:35.90,0:39:37.82,Default,,0000,0000,0000,,meet our team, and they just\Ndecide,
Dialogue: 0,0:39:37.82,0:39:39.50,Default,,0000,0000,0000,,okay we just want to come\Nand move here anyway.
Dialogue: 0,0:39:41.97,0:39:46.56,Default,,0000,0000,0000,,Remote working, is\Nespecially tricky,
Dialogue: 0,0:39:46.56,0:39:48.35,Default,,0000,0000,0000,,a lot of people like to\Nromanticize it,
Dialogue: 0,0:39:48.35,0:39:50.43,Default,,0000,0000,0000,,especially people, who are\Nlike employees.
Dialogue: 0,0:39:50.43,0:39:54.11,Default,,0000,0000,0000,,But the thing is, An office\Ngives you a lot of, sort of,
Dialogue: 0,0:39:54.11,0:39:56.87,Default,,0000,0000,0000,,benefits, right, and\Nefficiencies that you now
Dialogue: 0,0:39:56.87,0:39:58.88,Default,,0000,0000,0000,,have to compensate for when\Nyou remote working.
Dialogue: 0,0:39:58.88,0:40:00.77,Default,,0000,0000,0000,,But remote working also has\Nthese other sort of
Dialogue: 0,0:40:00.77,0:40:02.59,Default,,0000,0000,0000,,efficiencies in place, for\Nexample,
Dialogue: 0,0:40:02.59,0:40:04.87,Default,,0000,0000,0000,,I don't have to worry about\Nmy employees losing two
Dialogue: 0,0:40:04.87,0:40:07.57,Default,,0000,0000,0000,,hours of their day to\Ncommuting, for instance.
Dialogue: 0,0:40:07.57,0:40:08.98,Default,,0000,0000,0000,,So the biggest thing that we\Nhad to do for
Dialogue: 0,0:40:08.98,0:40:11.86,Default,,0000,0000,0000,,remote working is to respect\Npeople's time.
Dialogue: 0,0:40:11.86,0:40:14.50,Default,,0000,0000,0000,,And so the way we had it set\Nup is we actually had
Dialogue: 0,0:40:14.50,0:40:16.47,Default,,0000,0000,0000,,a four and a half day work\Nweek at Wufoo.
Dialogue: 0,0:40:16.47,0:40:18.84,Default,,0000,0000,0000,,Half day on Friday was for\Nall the meetings and stuff.
Dialogue: 0,0:40:18.84,0:40:20.83,Default,,0000,0000,0000,,We said like no business\Ndeal,
Dialogue: 0,0:40:20.83,0:40:22.99,Default,,0000,0000,0000,,meetings, no talking with\Nother outside parties.
Dialogue: 0,0:40:22.99,0:40:25.57,Default,,0000,0000,0000,,They all have to be done on\NFriday, on that half day.
Dialogue: 0,0:40:25.57,0:40:27.32,Default,,0000,0000,0000,,It couldn't be done in the\Nmiddle of the week.
Dialogue: 0,0:40:27.32,0:40:29.42,Default,,0000,0000,0000,,And then also one day of\Neveryone was
Dialogue: 0,0:40:29.42,0:40:30.78,Default,,0000,0000,0000,,already dedicated customer\Nsupport.
Dialogue: 0,0:40:30.78,0:40:32.91,Default,,0000,0000,0000,,So everyone in our company\Neffectively only had
Dialogue: 0,0:40:32.91,0:40:35.17,Default,,0000,0000,0000,,three days each week to\Nactually build or
Dialogue: 0,0:40:35.17,0:40:36.57,Default,,0000,0000,0000,,work on whatever they were\Ndoing.
Dialogue: 0,0:40:36.57,0:40:38.37,Default,,0000,0000,0000,,But I actually firmly\Nbelieve that if you
Dialogue: 0,0:40:38.37,0:40:41.27,Default,,0000,0000,0000,,have three solid days,\Nright, eight to ten hours,
Dialogue: 0,0:40:41.27,0:40:43.23,Default,,0000,0000,0000,,where you are only working\Non what you need to build,
Dialogue: 0,0:40:43.23,0:40:45.35,Default,,0000,0000,0000,,you can get a ton of shit\Ndone.
Dialogue: 0,0:40:45.35,0:40:47.60,Default,,0000,0000,0000,,And so what we said was,
Dialogue: 0,0:40:47.60,0:40:48.77,Default,,0000,0000,0000,,you have to respect\Neveryone's time during that
Dialogue: 0,0:40:48.77,0:40:51.13,Default,,0000,0000,0000,,three day period, if they're\Nin that three day period.
Dialogue: 0,0:40:51.13,0:40:53.27,Default,,0000,0000,0000,,And what we came up with is\Na 15 minute rule and the way
Dialogue: 0,0:40:53.27,0:40:56.58,Default,,0000,0000,0000,,it worked is you can have a\Ndiscussion like a chat or
Dialogue: 0,0:40:56.58,0:40:59.38,Default,,0000,0000,0000,,a phone call or whatever\Nwith someone but it could go
Dialogue: 0,0:40:59.38,0:41:01.64,Default,,0000,0000,0000,,no longer than 15 minutes so\Nif you have some complicated
Dialogue: 0,0:41:01.64,0:41:04.49,Default,,0000,0000,0000,,issue that you couldn't\Nfigure out we'd say,
Dialogue: 0,0:41:04.50,0:41:07.32,Default,,0000,0000,0000,,at 15 minutes you are to\Nimmediately table that item.
Dialogue: 0,0:41:07.32,0:41:10.50,Default,,0000,0000,0000,,Right and have us discuss it\Non Friday and
Dialogue: 0,0:41:10.50,0:41:12.61,Default,,0000,0000,0000,,you'd move on to the next\Nitem on your list right,
Dialogue: 0,0:41:12.61,0:41:13.69,Default,,0000,0000,0000,,the enhanced productivity.
Dialogue: 0,0:41:15.50,0:41:18.43,Default,,0000,0000,0000,,More often than not I, I\Nwould say 90% of the time
Dialogue: 0,0:41:18.43,0:41:20.45,Default,,0000,0000,0000,,the item never got brought\Nup on Friday because usually
Dialogue: 0,0:41:20.45,0:41:22.81,Default,,0000,0000,0000,,what would happen is people\Nwould sleep on it and then
Dialogue: 0,0:41:22.81,0:41:25.73,Default,,0000,0000,0000,,they'd just magically say\Nlike, hey I found a solution
Dialogue: 0,0:41:25.73,0:41:27.74,Default,,0000,0000,0000,,or like hey that's not a big\Nproblem whatsoever.
Dialogue: 0,0:41:29.30,0:41:30.76,Default,,0000,0000,0000,,Because most problems inside\Nof companies,
Dialogue: 0,0:41:30.76,0:41:34.29,Default,,0000,0000,0000,,they don't need to be solved\Nin real time, or right away.
Dialogue: 0,0:41:34.29,0:41:36.99,Default,,0000,0000,0000,,The only things are like\Nwhen the site is down, or
Dialogue: 0,0:41:36.99,0:41:38.31,Default,,0000,0000,0000,,payments aren't working.
Dialogue: 0,0:41:38.31,0:41:39.49,Default,,0000,0000,0000,,Right?\NEverything outside of
Dialogue: 0,0:41:39.49,0:41:43.48,Default,,0000,0000,0000,,that is basically kind of\Nluxury, so
Dialogue: 0,0:41:43.48,0:41:45.52,Default,,0000,0000,0000,,focus on your primaries as\Nmuch as possible.
Dialogue: 0,0:41:45.52,0:41:46.42,Default,,0000,0000,0000,,And, as a result,
Dialogue: 0,0:41:46.42,0:41:48.44,Default,,0000,0000,0000,,our ten person team did far\Nmore than many,
Dialogue: 0,0:41:48.44,0:41:51.15,Default,,0000,0000,0000,,many other companies, as a\Nresult.
Dialogue: 0,0:41:51.15,0:41:55.40,Default,,0000,0000,0000,,But, it takes extra work to\Nmake remote working happen.
Dialogue: 0,0:41:55.40,0:41:57.70,Default,,0000,0000,0000,,We are an extremely\Ndisciplined sort of team.
Dialogue: 0,0:41:57.70,0:41:58.37,Default,,0000,0000,0000,,And I would have to say
Dialogue: 0,0:41:59.79,0:42:02.85,Default,,0000,0000,0000,,there's almost not many YC\Ncompanies that actually have
Dialogue: 0,0:42:02.85,0:42:04.30,Default,,0000,0000,0000,,been able to replicate sort\Nof what we do.
Dialogue: 0,0:42:04.30,0:42:06.25,Default,,0000,0000,0000,,I think there's only two\Nother companies in YC that
Dialogue: 0,0:42:06.25,0:42:09.60,Default,,0000,0000,0000,,sort of have the same sort\Nof discipline working style.
Dialogue: 0,0:42:09.60,0:42:11.56,Default,,0000,0000,0000,,It takes more work in a very\Ndifferent fashion.
Dialogue: 0,0:42:11.56,0:42:12.10,Default,,0000,0000,0000,,Right?
Dialogue: 0,0:42:12.10,0:42:14.78,Default,,0000,0000,0000,,An office allows you to be a\Nlittle bit lazier, right,
Dialogue: 0,0:42:14.78,0:42:16.62,Default,,0000,0000,0000,,in terms of all these things\Naround productivity.
Dialogue: 0,0:42:20.88,0:42:21.88,Default,,0000,0000,0000,,Okay.\NOver here.
Dialogue: 0,0:42:21.88,0:42:23.33,Default,,0000,0000,0000,,>> Right.
Dialogue: 0,0:42:23.33,0:42:26.44,Default,,0000,0000,0000,,Just to go off that question\Nas the leader of the team
Dialogue: 0,0:42:26.44,0:42:29.89,Default,,0000,0000,0000,,how did you manage to\Ninstill a company culture
Dialogue: 0,0:42:29.89,0:42:30.95,Default,,0000,0000,0000,,but and also the count,
Dialogue: 0,0:42:30.95,0:42:34.18,Default,,0000,0000,0000,,accountability the employees\Nespecially cuz.
Dialogue: 0,0:42:34.18,0:42:35.70,Default,,0000,0000,0000,,Working space.
Dialogue: 0,0:42:35.70,0:42:38.70,Default,,0000,0000,0000,,>> Okay, how do we, how do\Nwe set up accountability for
Dialogue: 0,0:42:38.70,0:42:39.39,Default,,0000,0000,0000,,employees?
Dialogue: 0,0:42:39.39,0:42:40.23,Default,,0000,0000,0000,,As, as a manager.
Dialogue: 0,0:42:40.23,0:42:43.53,Default,,0000,0000,0000,,Alright, so, at Wufoo we\Nwere profitable nine months
Dialogue: 0,0:42:43.53,0:42:46.92,Default,,0000,0000,0000,,after launch, so, we had\Nprofit sharing, right?
Dialogue: 0,0:42:46.92,0:42:49.51,Default,,0000,0000,0000,,And so, it makes pretty\Nsimple and clear.
Dialogue: 0,0:42:49.51,0:42:53.11,Default,,0000,0000,0000,,It, it would be a multiple\Nof whatever bonus pull that
Dialogue: 0,0:42:53.11,0:42:54.42,Default,,0000,0000,0000,,we sort of had, and
Dialogue: 0,0:42:54.42,0:42:56.72,Default,,0000,0000,0000,,the performance measures\Nwould be based on sort of,
Dialogue: 0,0:42:56.72,0:42:58.35,Default,,0000,0000,0000,,how they did in customer\Nsupport.
Dialogue: 0,0:42:58.35,0:42:59.88,Default,,0000,0000,0000,,All right, on their duties\Nthere, and sort of
Dialogue: 0,0:42:59.88,0:43:02.81,Default,,0000,0000,0000,,what they said they were\Nwanting to accomplish or do.
Dialogue: 0,0:43:02.81,0:43:04.79,Default,,0000,0000,0000,,I don't like process, and I\Ndon't like lots of
Dialogue: 0,0:43:04.79,0:43:07.11,Default,,0000,0000,0000,,tools to help get people to\Nbe productive.
Dialogue: 0,0:43:07.11,0:43:08.55,Default,,0000,0000,0000,,So the only thing that we\Nhad for
Dialogue: 0,0:43:08.55,0:43:10.40,Default,,0000,0000,0000,,helping people manage, like,
Dialogue: 0,0:43:10.40,0:43:12.27,Default,,0000,0000,0000,,sort of their projects, is\Nto-do lists.
Dialogue: 0,0:43:12.27,0:43:13.81,Default,,0000,0000,0000,,And that is, like, simple\Ntext files that we
Dialogue: 0,0:43:13.81,0:43:15.49,Default,,0000,0000,0000,,shared in our Dropbox\Naccount.
Dialogue: 0,0:43:15.49,0:43:17.38,Default,,0000,0000,0000,,Each person had their name\Non it, and you got to
Dialogue: 0,0:43:17.38,0:43:19.71,Default,,0000,0000,0000,,see every time somebody\Nupdated their to-do list.
Dialogue: 0,0:43:19.71,0:43:21.60,Default,,0000,0000,0000,,What we said is every single\Nnight just
Dialogue: 0,0:43:21.60,0:43:22.65,Default,,0000,0000,0000,,set everything that you did\Nthat day.
Dialogue: 0,0:43:22.65,0:43:23.56,Default,,0000,0000,0000,,Right?\NAnd then on Friday,
Dialogue: 0,0:43:23.56,0:43:24.69,Default,,0000,0000,0000,,we would just go over.
Dialogue: 0,0:43:24.69,0:43:25.77,Default,,0000,0000,0000,,Okay, this is what you
Dialogue: 0,0:43:25.77,0:43:26.97,Default,,0000,0000,0000,,said last week that you're\Ngonna do.
Dialogue: 0,0:43:26.97,0:43:28.24,Default,,0000,0000,0000,,This is what you actually\Ngot done, or
Dialogue: 0,0:43:28.24,0:43:29.35,Default,,0000,0000,0000,,the sort of the problems at\Nhand.
Dialogue: 0,0:43:29.35,0:43:31.37,Default,,0000,0000,0000,,And it's super simple,\Nright?
Dialogue: 0,0:43:31.37,0:43:33.65,Default,,0000,0000,0000,,It creates this like nice\Nwritten trail for
Dialogue: 0,0:43:33.65,0:43:35.55,Default,,0000,0000,0000,,how to sort of handle stuff,\Nright?
Dialogue: 0,0:43:35.55,0:43:37.72,Default,,0000,0000,0000,,And I don't have to worry\Nabout managing them, right?
Dialogue: 0,0:43:37.72,0:43:39.30,Default,,0000,0000,0000,,They sorta set the tone for
Dialogue: 0,0:43:39.30,0:43:41.61,Default,,0000,0000,0000,,how they want to be sort of\Nassessed.
Dialogue: 0,0:43:41.61,0:43:42.55,Default,,0000,0000,0000,,And it makes it really\Nsimple.
Dialogue: 0,0:43:42.55,0:43:45.37,Default,,0000,0000,0000,,And for people who are\Nexcellent at what they do.
Dialogue: 0,0:43:45.37,0:43:47.49,Default,,0000,0000,0000,,Right?\NIt works very, very well.
Dialogue: 0,0:43:47.50,0:43:48.90,Default,,0000,0000,0000,,And then when you actually\Nhave problems,
Dialogue: 0,0:43:48.90,0:43:50.57,Default,,0000,0000,0000,,it's very easy to fire\Npeople.
Dialogue: 0,0:43:50.57,0:43:51.76,Default,,0000,0000,0000,,I was fortunate that I
Dialogue: 0,0:43:51.76,0:43:54.11,Default,,0000,0000,0000,,never had to fire anyone at\NWufoo, right?
Dialogue: 0,0:43:54.11,0:43:55.49,Default,,0000,0000,0000,,But we were able to correct\Na lot of
Dialogue: 0,0:43:55.49,0:43:57.53,Default,,0000,0000,0000,,people's behavior very, very\Nquickly.
Dialogue: 0,0:43:57.53,0:43:58.75,Default,,0000,0000,0000,,Cuz we just kinda look at\Nthis, and
Dialogue: 0,0:43:58.75,0:44:00.16,Default,,0000,0000,0000,,it's like look, this is your\Npattern of behavior.
Dialogue: 0,0:44:00.16,0:44:02.51,Default,,0000,0000,0000,,You finish a fraction of the\Nitems on your list.
Dialogue: 0,0:44:02.51,0:44:03.90,Default,,0000,0000,0000,,You do most of
Dialogue: 0,0:44:03.90,0:44:05.81,Default,,0000,0000,0000,,the items at the last second\Nright before Friday.
Dialogue: 0,0:44:05.81,0:44:07.24,Default,,0000,0000,0000,,That's a problem, you've\Ngotta manage your time
Dialogue: 0,0:44:07.24,0:44:10.26,Default,,0000,0000,0000,,better and this is evidence\Nthat you've provided to us.
Dialogue: 0,0:44:10.26,0:44:12.42,Default,,0000,0000,0000,,All we have to do is sort of\Ndescribe it back to you and
Dialogue: 0,0:44:12.42,0:44:14.65,Default,,0000,0000,0000,,because everyone in the\Ncompany sort of sees it,
Dialogue: 0,0:44:14.65,0:44:16.00,Default,,0000,0000,0000,,right, there's social\Npressure that's put
Dialogue: 0,0:44:16.00,0:44:17.87,Default,,0000,0000,0000,,into place that helps make\Nit all sort of happen.
Dialogue: 0,0:44:19.51,0:44:20.81,Default,,0000,0000,0000,,Right here.
Dialogue: 0,0:44:20.81,0:44:22.93,Default,,0000,0000,0000,,>> How did you hire people\Nthat, you know,
Dialogue: 0,0:44:22.93,0:44:25.63,Default,,0000,0000,0000,,you felt would be able to\Nwork with in this kind of
Dialogue: 0,0:44:25.63,0:44:28.22,Default,,0000,0000,0000,,environment that's, that's\N>> So,
Dialogue: 0,0:44:28.22,0:44:31.72,Default,,0000,0000,0000,,how do you hire people that\Ncan work, remotely?
Dialogue: 0,0:44:31.72,0:44:33.99,Default,,0000,0000,0000,,And then sort of work in\Nthis sort of fashion.
Dialogue: 0,0:44:33.99,0:44:35.88,Default,,0000,0000,0000,,So, pretty easily,
Dialogue: 0,0:44:35.88,0:44:38.17,Default,,0000,0000,0000,,you have them work on a side\Nproject for you.
Dialogue: 0,0:44:38.17,0:44:39.33,Default,,0000,0000,0000,,So you contract them out,\Nand
Dialogue: 0,0:44:39.33,0:44:40.92,Default,,0000,0000,0000,,they have to work remotely.
Dialogue: 0,0:44:40.92,0:44:42.61,Default,,0000,0000,0000,,As such, usually, the\Nprojects I like to
Dialogue: 0,0:44:42.61,0:44:45.16,Default,,0000,0000,0000,,have them work on is about a\Nmonth long, right?
Dialogue: 0,0:44:45.16,0:44:46.84,Default,,0000,0000,0000,,I could do things much\Nfaster for a week.
Dialogue: 0,0:44:46.84,0:44:48.10,Default,,0000,0000,0000,,But usually get a good sense\Nof,
Dialogue: 0,0:44:48.10,0:44:49.87,Default,,0000,0000,0000,,like, how well people sort\Nof manage themselves, and
Dialogue: 0,0:44:49.87,0:44:51.93,Default,,0000,0000,0000,,work on things from a\Nproject like that.
Dialogue: 0,0:44:51.93,0:44:53.75,Default,,0000,0000,0000,,So that was always the first\Nassessment.
Dialogue: 0,0:44:53.75,0:44:55.56,Default,,0000,0000,0000,,Like we never did anything\Njust by interviews.
Dialogue: 0,0:44:56.84,0:44:59.74,Default,,0000,0000,0000,,The other thing we had to,\Nsort of, screen them for
Dialogue: 0,0:44:59.74,0:45:01.35,Default,,0000,0000,0000,,is their ability to do\Ncustomer support.
Dialogue: 0,0:45:01.35,0:45:02.19,Default,,0000,0000,0000,,Because not any,
Dialogue: 0,0:45:02.19,0:45:05.98,Default,,0000,0000,0000,,every engineer sort of has\Nthe empathy skills to
Dialogue: 0,0:45:05.98,0:45:08.13,Default,,0000,0000,0000,,handle that stress.
Dialogue: 0,0:45:08.13,0:45:12.10,Default,,0000,0000,0000,,So sometimes I would have\Npeople write breakup letters
Dialogue: 0,0:45:12.10,0:45:14.44,Default,,0000,0000,0000,,to me, right, in an\Ninterview, just like hey,
Dialogue: 0,0:45:14.44,0:45:17.31,Default,,0000,0000,0000,,pretend you have to break up\Nwith me you have 15 minutes
Dialogue: 0,0:45:17.31,0:45:19.32,Default,,0000,0000,0000,,to write in on there and you\Ncan only write it by hand,
Dialogue: 0,0:45:19.32,0:45:21.60,Default,,0000,0000,0000,,what are you gonna say?
Dialogue: 0,0:45:21.60,0:45:23.74,Default,,0000,0000,0000,,And so you get a good sense\Nof sort of their writing
Dialogue: 0,0:45:23.74,0:45:25.67,Default,,0000,0000,0000,,skills, because like 90% of\Nwhat you do in customer
Dialogue: 0,0:45:25.67,0:45:27.94,Default,,0000,0000,0000,,support is tell them bad\Nnews, like, oh, we don't
Dialogue: 0,0:45:27.94,0:45:30.71,Default,,0000,0000,0000,,support that feature, sorry\Nthat's not gonna work, or.
Dialogue: 0,0:45:30.71,0:45:32.70,Default,,0000,0000,0000,,It's not gonna be available.
Dialogue: 0,0:45:32.70,0:45:33.98,Default,,0000,0000,0000,,And so people have to have\Nsort of tacked at that.
Dialogue: 0,0:45:33.98,0:45:36.30,Default,,0000,0000,0000,,>> How 'bout one more\Nquestion?
Dialogue: 0,0:45:36.30,0:45:38.65,Default,,0000,0000,0000,,>> One question, right here\Nthe glasses.
Dialogue: 0,0:45:38.65,0:45:40.43,Default,,0000,0000,0000,,>> So, since Wiki has all\Nthese like tricks and
Dialogue: 0,0:45:40.43,0:45:42.53,Default,,0000,0000,0000,,experiments that have really\Nhelped the company.
Dialogue: 0,0:45:42.53,0:45:44.95,Default,,0000,0000,0000,,Do you INAUDIBLE] of ones\Nthat didn't work out?
Dialogue: 0,0:45:44.95,0:45:46.12,Default,,0000,0000,0000,,>> Have all these tricks and
Dialogue: 0,0:45:46.12,0:45:47.24,Default,,0000,0000,0000,,experiments to help the\Ncompany,
Dialogue: 0,0:45:47.24,0:45:49.36,Default,,0000,0000,0000,,are there any ones that\Ndidn't work out?
Dialogue: 0,0:45:50.47,0:45:51.52,Default,,0000,0000,0000,,All right, I'll talk about\None.
Dialogue: 0,0:45:51.52,0:45:54.77,Default,,0000,0000,0000,,So one of the things that we\Ndid early on to try to
Dialogue: 0,0:45:54.77,0:45:56.94,Default,,0000,0000,0000,,motivate ourselves was try\Nto get,
Dialogue: 0,0:45:58.53,0:46:01.30,Default,,0000,0000,0000,,like we understood this idea\Nof like crunch mode and
Dialogue: 0,0:46:01.30,0:46:02.82,Default,,0000,0000,0000,,that it's really bad for\Npeople.
Dialogue: 0,0:46:02.82,0:46:04.37,Default,,0000,0000,0000,,Like if you're doing the\Nsubscription business you
Dialogue: 0,0:46:04.37,0:46:06.23,Default,,0000,0000,0000,,need people to last for the\Nlong term, and
Dialogue: 0,0:46:06.23,0:46:08.40,Default,,0000,0000,0000,,video games a lot of times\Nthey like crunch people.
Dialogue: 0,0:46:08.40,0:46:09.66,Default,,0000,0000,0000,,All, all the time.
Dialogue: 0,0:46:09.66,0:46:10.86,Default,,0000,0000,0000,,For like a specific deadline\Nor
Dialogue: 0,0:46:10.86,0:46:12.61,Default,,0000,0000,0000,,have multiple sprints every\Ntwo weeks and
Dialogue: 0,0:46:12.61,0:46:13.93,Default,,0000,0000,0000,,you have to shoot up to this\Ndeadline and
Dialogue: 0,0:46:13.93,0:46:15.29,Default,,0000,0000,0000,,it's like exhausting.
Dialogue: 0,0:46:15.29,0:46:17.90,Default,,0000,0000,0000,,And so, because, when it's\Nhappening it's like you
Dialogue: 0,0:46:17.90,0:46:18.56,Default,,0000,0000,0000,,might get an increase in\Nproductivity but
Dialogue: 0,0:46:18.56,0:46:20.30,Default,,0000,0000,0000,,the recovery period that you\Nneed for people is
Dialogue: 0,0:46:20.30,0:46:23.77,Default,,0000,0000,0000,,always greater, right, than\Nthe productivity you gain.
Dialogue: 0,0:46:23.77,0:46:24.63,Default,,0000,0000,0000,,And at a company where you
Dialogue: 0,0:46:24.63,0:46:25.81,Default,,0000,0000,0000,,need everyone doing customer\Nsupport and
Dialogue: 0,0:46:25.81,0:46:27.42,Default,,0000,0000,0000,,being on their game and\Nconstantly put, pushed out
Dialogue: 0,0:46:27.42,0:46:29.91,Default,,0000,0000,0000,,features you don't have time\Nfor recovery.
Dialogue: 0,0:46:29.91,0:46:33.49,Default,,0000,0000,0000,,So, we were thinking about,\Nokay, we want to build like,
Dialogue: 0,0:46:33.49,0:46:36.74,Default,,0000,0000,0000,,a company vacation into how\NWufoo sort of works to
Dialogue: 0,0:46:36.74,0:46:38.30,Default,,0000,0000,0000,,reward our users every\Nsingle year.
Dialogue: 0,0:46:38.30,0:46:38.83,Default,,0000,0000,0000,,And we said okay,
Dialogue: 0,0:46:38.83,0:46:40.33,Default,,0000,0000,0000,,if the vacation is sort of\Nbuilt in there for
Dialogue: 0,0:46:40.33,0:46:43.29,Default,,0000,0000,0000,,the recovery, we could have\None crunch period, right,
Dialogue: 0,0:46:43.30,0:46:44.30,Default,,0000,0000,0000,,before that vacation set up.
Dialogue: 0,0:46:44.30,0:46:46.47,Default,,0000,0000,0000,,And we'll just only do\Ncustomer support that will
Dialogue: 0,0:46:46.47,0:46:48.43,Default,,0000,0000,0000,,just sort of scale with\Npeople.
Dialogue: 0,0:46:48.43,0:46:49.26,Default,,0000,0000,0000,,So.
Dialogue: 0,0:46:49.26,0:46:55.70,Default,,0000,0000,0000,,The way we did the very\Nfirst crunch mode
Dialogue: 0,0:46:55.70,0:46:57.38,Default,,0000,0000,0000,,is that it was just between\Nthe three founders.
Dialogue: 0,0:46:57.38,0:47:00.90,Default,,0000,0000,0000,,And we had each of us draw a\Nten-item to-do list.
Dialogue: 0,0:47:00.90,0:47:02.14,Default,,0000,0000,0000,,That would be fairly\Naggressive.
Dialogue: 0,0:47:02.14,0:47:02.89,Default,,0000,0000,0000,,And the first person to
Dialogue: 0,0:47:02.89,0:47:05.64,Default,,0000,0000,0000,,get through seven of their\Nitems would win.
Dialogue: 0,0:47:05.64,0:47:07.29,Default,,0000,0000,0000,,And the the last person to
Dialogue: 0,0:47:07.30,0:47:08.63,Default,,0000,0000,0000,,get through seven of their\Nitems.
Dialogue: 0,0:47:08.63,0:47:10.95,Default,,0000,0000,0000,,Would become what we called\Ntrippage.
Dialogue: 0,0:47:10.95,0:47:13.18,Default,,0000,0000,0000,,And trippage meant that you\Ncarried other
Dialogue: 0,0:47:13.18,0:47:15.63,Default,,0000,0000,0000,,person's luggage and got\Npeople drinks when you're on
Dialogue: 0,0:47:15.63,0:47:16.50,Default,,0000,0000,0000,,the company vacation.
Dialogue: 0,0:47:17.56,0:47:21.54,Default,,0000,0000,0000,,So we did that and during\Nthat period,
Dialogue: 0,0:47:21.54,0:47:23.14,Default,,0000,0000,0000,,everyone was like pretty\Nexcited about it and
Dialogue: 0,0:47:23.14,0:47:24.85,Default,,0000,0000,0000,,motivated, and only the\Nwinner got to
Dialogue: 0,0:47:24.85,0:47:27.64,Default,,0000,0000,0000,,choose the next company\Nvacation the following year.
Dialogue: 0,0:47:27.64,0:47:31.24,Default,,0000,0000,0000,,And then all the sudden Ryan\Nhad basically poorly
Dialogue: 0,0:47:31.24,0:47:33.49,Default,,0000,0000,0000,,estimated the items on his\Nlist.
Dialogue: 0,0:47:33.50,0:47:36.40,Default,,0000,0000,0000,,And he realized very quickly\NI'm going to fucking lose.
Dialogue: 0,0:47:36.40,0:47:38.95,Default,,0000,0000,0000,,And so he was just like I\Ngive up.
Dialogue: 0,0:47:38.95,0:47:40.25,Default,,0000,0000,0000,,And he just sort of stopped.
Dialogue: 0,0:47:40.25,0:47:42.41,Default,,0000,0000,0000,,So crunch mode turned out to\Nbe blah mode for
Dialogue: 0,0:47:42.41,0:47:44.34,Default,,0000,0000,0000,,him because he knew he was\Ngonna lose and
Dialogue: 0,0:47:44.34,0:47:46.30,Default,,0000,0000,0000,,became pretty demoralized.
Dialogue: 0,0:47:46.30,0:47:47.38,Default,,0000,0000,0000,,So as a result of doing\Nthat, we
Dialogue: 0,0:47:47.38,0:47:50.13,Default,,0000,0000,0000,,decided not to do it in that\Nsimilar fashion anymore.
Dialogue: 0,0:47:50.13,0:47:52.61,Default,,0000,0000,0000,,So, good idea that we like\Nto talk about.
Dialogue: 0,0:47:52.61,0:47:53.98,Default,,0000,0000,0000,,But is one that we, we never\Ndid again.
Dialogue: 0,0:47:55.12,0:47:55.75,Default,,0000,0000,0000,,All right, guys.
Dialogue: 0,0:47:55.75,0:47:56.93,Default,,0000,0000,0000,,Thanks a lot.
Dialogue: 0,0:47:56.93,0:47:58.93,Default,,0000,0000,0000,,You can email me at kevin@