Is your product liked or loved? Here’s how to tell

Mariya Yao suggests that if your product is liked but not loved, you’ll have trouble building a business. So how do you know if you’re liked but not loved?

There are two questions that I recommend startups use to differentiate between being liked versus being loved. First is the question Sean Ellis popularized, where you ask your users, “How disappointed would you be if you could no longer use our product?” and have them answer with either, “Very Disappointed,” “Somewhat Disappointed,” “Not Disappointed,” or “I no longer use the product.” Sean did research across hundreds of startups and discovered that companies that had fewer than 40% of their users answer “Very Disappointed” tended to struggle with building a successful and sustainable business.

The second question is known as the Net Promoter Score, where you ask your users, “On a scale from 0-10, how likely are you to recommend us to your friends?” You mark those who answer 0-6 as Detractors, 9-10 as Promoters, and 7-8 as Neutral. Your Net Promoter score is the percent of Promoters minus your percentage of Detractors, which should be a number between -100 and +100. The world’s most successful companies typically score around +50, and top performing tech companies like Apple, Google, and Amazon regularly score over +70.

3 thoughts on “Is your product liked or loved? Here’s how to tell

  1. Pingback: Obvious, but forgotten: the best way to lower customer acquisition costs | A Founder's Notebook

  2. Pingback: If you have low retention, don’t scale and keep your costs low | A Founder's Notebook

  3. Pingback: Two types of product quality; are they both necessary? | A Founder's Notebook

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