If you like something, you’ll use it. A lot. That’s product engagement.
I recently listened to John Straw speaking on a McKinsey podcast. I’m sharing his super simple way of thinking about product engagement. Take a look at these two companies:
Company A: Makes $1, per 100 users, with 1k interactions per day
Company B: Makes $1000, per 100 users, with 1 interaction per day
So which company has better engagement? A or B? Of course it’s A. However, it’s important for Company A not to lose sight of this as it grows the $ part of the equation.
It’s clear that company A has a product that customers want to engage with. Company B has got the marketing right. Sustainable businesses scale products (the ends) not marketing (the means).
