Consumer Engagement Tactics

As head of our product organization at Chase, I often think about how and what we’re delivering to customers, but I recently reflected on the vital role of product managers. While some may view it as merely administrative, in my opinion this couldn't be further from the truth. Product managers are the driving force behind strategy and exceptional experiences, whether for external customers or internal users. Our role demands a deep connection to both the product and its users. Three essential qualities we all have: Customer Obsession: Go beyond empathy by diving into data and insights to understand user behavior, pain points, and opportunities. Decisions should be data-driven, ensuring the product evolves with user needs. Strategic Leadership: Product managers must define and drive the product vision, setting strategies that align with company goals. This involves fostering alignment across cross-functional teams and building strong relationships with stakeholders to ensure everyone is working toward a shared vision. Accountability: Own the outcomes, whether good or bad. Exceptional product managers embrace challenges, learn from mistakes, and continuously iterate to improve. They step into gray areas, connecting the dots to drive cohesive and successful outcomes. This role is strategic and high-impact, requiring us to lead with intention, push boundaries, and always advocate for the user. #productmanagers #productdevelopment

For my first 16 years in tech sales, I averaged 240K/year W2 income. In my last 4 years, I averaged 720K/year. In order to triple my income, I had to change my sales approach entirely. Here's what I changed: I started using a new approach that I now call Yo-yo selling: 🪀 Yo-yo selling emphasizes starting at the executive level, conducting thorough discovery within the organization, and then returning to the executive with a tailored business case. Like holding a yo-yo, you are constantly in communication with the Executive Sponsor and updating them as you collect information and conduct deep discovery lower down in their organization. You are literally going up and down the organization, but always taking everything back to the Executive Sponsor to surface your findings along the way. Here's a breakdown of the framework: 🎯 𝐈𝐚𝐧 𝐊𝐨𝐧𝐢𝐚𝐤’𝐬 “𝐘𝐨-𝐘𝐨 𝐒𝐞𝐥𝐥𝐢𝐧𝐠” 𝐅𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 This strategy involves a three-step process: 1. Start at the Top (Executive Engagement) Initiate contact with a senior executive to understand their most pressing challenges, the reasons behind the need for change, and the consequences of inaction. If your solution aligns with their needs, secure their sponsorship for further discovery within their organization. To secure the Executive Meetings, it's essential to create a tailored POV (point of view) on where you think you may be able to help them based on your initial research of their highest level goals and priorities. Chat GPT has made this research a LOT faster now. 2. Conduct In-Depth Discovery (Middle Management) Engage with department heads and key stakeholders to uncover the day-to-day challenges they face. Focus on understanding their processes, pain points, and the implications of current inefficiencies. Gather direct quotes and insights to build a comprehensive view of the organization's needs. 3. Return to the Executive (Present Findings) Compile the insights gathered into an executive summary and business case. Present this to the executive sponsor, highlighting how your solution addresses the identified challenges. Tailor your demonstration to focus solely on relevant aspects that solve their specific problems. 🚀 Why It Works 1. Accelerates Sales Cycles: Engaging executives early ensures alignment and expedites decision-making. 2. Builds Credibility: Demonstrates a deep understanding of the organization's challenges and showcases a tailored solution. 3. Facilitates Internal Buy-In: By involving various stakeholders, you ensure that the solution meets the needs of all parties, increasing the likelihood of adoption. I'm pleased to share that that Yo-yo selling was recently awarded as a Top 15 Sales Tactic of All Time by 30 Minutes to President's Club, and I received a cool plaque for entering the 30MPC Hall of Fame. Since I have no chance of entering the Hall of Fame for my baseball or golf game, this is a nice consolation prize 😁

Psychology behind building objects of DESIRE. Lets talk about LIFESTYLE beauty, a territory beyond functionality. Think on aspirations, symbology, luxury, identity, and status. In lifestyle, desire is cultivated not just through product performance, but through emotional branding, scarcity, and curated experiences. you are looking for deep understanding of what your customers truly value, and what frustrations your brand can solve. The global premium cosmetics market is experiencing growth, with a market value of USD 153.68 Billion in 2024, and is projected to reach USD 353.93 Billion by 2034, growing at a CAGR of 8.70% >> PSYCHOLOGY OF DESIRE << Desire-driven purchases tap deeply into the brain’s EMOTIONAL and reward systems. When we encounter luxury or exclusive products, our brains release dopamine in anticipation of the reward, sparking motivation and craving. +72% consumers make purchase based on emotional connection with a brand or product. This anticipation is often stronger than the actual satisfaction of owning the item. Scarcity and limited availability trigger the amygdala, activating fear of missing out (FOMO) and increasing the product’s perceived VALUE. +332% conversion rates by Limited-time offers or “only 2 left” messages. +48% of online shoppers have purchased something due to FOMO. At the same time, mirror neurons make us subconsciously IMITATE influencers or aspirational figures who use these products, reinforcing the desire to buy. +84% Gen Z and Millennials are influenced by social media before making purchases. >>DESIRE BUILDING<< →Emotional triggers ⇒ Emotional design drives deep connection & impulse. →Dopamine surge ⇒ Reward anticipation, not the reward, excites the brain. →Scarcity ⇒ Limited triggers urgency & fear of missing out. →Mirror neurons ⇒ Aspirational figures builds subconscious imitation. →Exclusivity ⇒ Luxury signals status, elevating perceived self-worth. →Desire ⇒ Controlled access makes products feel more valuable. →Impulse buy ⇒ Emotional + social triggers pull quick decisions. >>RATIONALIZE MEMORIES ⇒ LOYALTY<< Emotional connection also plays a major role. The prefrontal cortex helps us RATIONALIZE emotionally-driven decisions, while the hippocampus links products to MEMORIES, making them more meaningful. Oxytocin fosters trust and LOYALTY when a brand aligns with personal values or tells a compelling story. In essence, we don’t just buy products, we buy identity, emotion, and experience. Final thoughts. In lifestyle beauty, products are desired, not just bought. It's about sparking emotion, not just solving problems. Build aspiration, connection, and identity by tapping into what truly drives your audience. Here’s my curated search of examples, get inspired for your next HIT! Featured Brands: Carolina Herrera Chanel Beautycrop Benefit Bubble Glossier Glow to Go Gucci Miu miu Rhode Some by me Tocobo #beautybusiness #luxurbusiness #beautyprofessionals #luxuryprofessionals