You have no users

What do subscription services and heroine have in common?

Users.

‘Users’ are what we refer to people who are trapped in a negative usage pattern with something harmful.

Like heroine.

Do you want victims who engage your work that ultimately wind up far worse off for having known you?

Or do you want to enrich the lives of real people – husbands and wives, sons and daughters – who will thank you for the change you made to their work or their lives?

It’s worth not losing sight over who you’re building to serve. Over what makes them unique. Over what they truly need from you. Over how you can bring unique advantage to their worlds.

Or you may end up with users.