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Start at the End: How to Build Products That Create Change Hardcover – June 11, 2019
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Deciding what to create at modern companies often looks like an episode of Mad Men: people throw ideas around until one sounds sexy enough to execute and then they scale it to everyone. The result? Companies overspend on marketing to drive engagement with products and services that people don't want and won't help them be happier and healthier.
Start at the End offers a new framework for design, grounded in behavioral science. Technology executive and behavioral scientist Matt Wallaert argues that the purpose of everything is behavior change. By starting with outcomes instead of processes, the most effective companies understand what people want to do and why they aren't already doing it, then build products and services to bridge the gap.
Wallaert is a behavioral psychologist who has led product design at organizations ranging from startups like Clover Health to industry leaders such as Microsoft. Whether dissecting the success behind Uber's ridesharing service or Flamin' Hot Cheetos, he underscores with clarity and humor how this approach can improve the way we work and live.
This is an essential roadmap for building products that matter--and changing behavior for the better.
- Print length256 pages
- LanguageEnglish
- PublisherPortfolio
- Publication dateJune 11, 2019
- Dimensions5.74 x 0.92 x 8.57 inches
- ISBN-100525534423
- ISBN-13978-0525534426
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Editorial Reviews
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“Matt Wallaert spends his time finding ways to help people make decisions that will enable them to live better lives, and in this book he shares how we all can. Start at the End is a clear, insightful, wise, and powerful book that will help anyone whose aim is to improve human welfare.” —Barry Schwartz, professor at Berkeley Haas, author of The Paradox of Choice and Why We Work
“The idea that products exist to change behavior isn’t new, yet most product designers don’t start with behavior as an outcome. Wallaert’s intriguing, insightful, and often humorous new book is a guide for anyone seeking to drive customer action.” —Nir Eyal, author of Hooked and Indistractable
“Good businesses are built on a thesis and Matt Wallaert certainly has one. His idea that products must create behavior change is a fresh lens on a vital problem, and the scientific approach this book advocates is compelling. Matt is one of the absolute best conceptual-meets-extremely-practical holistic thinkers out there. I will always make time to soak in his thinking and act swiftly on his ideas.” —Pip Coburn, founder of Coburn Ventures
About the Author
Excerpt. © Reprinted by permission. All rights reserved.
Humans are born behavioral scientists. From our very first cry, we begin to shape what others do by exerting pressure— bawl and they feed us, coo and they snuggle us. And we are similarly shaped by the pressures of others. We’re taught how to speak, dress, and act both explicitly and implicitly, through millions of subtle interactions with people and our environment. We change the behavior of others naturally and constantly, simply by being alive and part of a larger population.
This natural tendency toward behavior change manifests as our creative drive. Because we’re wired to influence what others do, we’re constantly creating to get what we want. As a consequence, nearly everything we come in contact with is constructed to shape behavior. Sidewalks tell us to walk here and not there. Movies tell us to laugh or to cry. Wearing a tie says, “Call me Mr. Tibbs!” while a Hawaiian shirt elicits a first name.
Yet we rarely connect our desire to create with the goal of behavior change. At most companies, the decision- aking process behind what we build still looks like an episode of Mad Men: people, generally white and male and lacking any expertise other than privilege, throw ideas out until one of them sounds sexy enough, and that’s what gets built. The rationalization is entirely post hoc, created simply to support an idea that a decision maker has already fallen in love with.
Hence the modern “why we make what we make” vision statement. No mention of behavior, no acceptance of the goal of creation, just a mélange of high- ef puff pieces designed to appeal to our need to both stand out and fit in. Even at companies that ought to know better, we have fetishized the process over its outcome and a stylish product over its intended behavior change. Then we attempt to make up for it by shouting as loudly as possible about how cool our products are, hoping to create a motivation where none previously existed. What an awful waste.
Advertising accounts for more than 1 percent of the U.S. gross domestic product: $220 billion of spend to compensate for a process that doesn’t consider behavior change its central aim. Instead of basic psychology, we use brute force to fuel a massive competition for attention, and our world is worse off because of it. Instead of starting at the end— clearly described behavior that is the explicit goal of creation— ur method of design has come to embrace the sexy sell and the need to sound good instead of be good. We have so deeply internalized product marketing that we make products with the advertisements in mind.
If that sounds great and you still want to live in a Mad Men world, it’s not too late to turn a blind eye. No one is forcing you to read this book and start changing behavior. Amazon has a very generous return policy. I encourage regifting— t is the ultimate environmentalism.
But if you believe this system is unsustainable and want to get busy doing something different, good news: you’ve come to the right place. Here we’ll prioritize outcome over process, while recognizing that some processes get you better outcomes. We’ll put behavior change first by starting at the end.
Product details
- Publisher : Portfolio (June 11, 2019)
- Language : English
- Hardcover : 256 pages
- ISBN-10 : 0525534423
- ISBN-13 : 978-0525534426
- Item Weight : 2.31 pounds
- Dimensions : 5.74 x 0.92 x 8.57 inches
- Best Sellers Rank: #102,746 in Books (See Top 100 in Books)
- #19 in Industrial Product Design
- #45 in Industrial & Product Design
- #108 in Marketing & Consumer Behavior
- Customer Reviews:
About the author
For over fifteen years, Matt Wallaert has been applying behavioral science to practical problems, from startup exits to the Fortune 500 to an array of pro-social side projects. As one of the first behavioral scientists to leave academia and work in industry, he’s given hundreds of talks on the science of behavior change at the UN, SXSW, and beyond. He was most recently the healthcare industry’s first Chief Behavioral Officer at Clover Health, a multi-billion dollar insurance company, where he directed one of the world’s largest behavioral science teams, combining qualitative researchers, quantitative researchers, and project managers. His side projects consistently focus on the unrepresented, like GetRaised.com, which has helped underpaid women ask for and earn over $3.1B in salary increases.
In his new book, Start at the End: How to Build Products that Create Change, Wallaert details a science-based process to create behavior change that can be implemented in organizations of any size and industry. Filled with colorful examples from his own work and plenty of cursing, the book is an approachable guide to putting behavior back at the center of everything we build.
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If Be Sci is an area of interest for you, or you’re looking for a new framework to leverage in your work, then I’d highly recommend this book.
An excellent book for non-expert practitioners looking to build alignment and reduce the chance of misunderstanding with product teams.
Solid ideas. Based on research and experience. I missed more concrete examples.
Top reviews from other countries
(Or behavioural product development) but then goes into detail in another chapter about how he profited from pushing the flu shot in churches.
Acredito que em vários temas ele se estende desnecessariamente, causando um pouco de desanimo para terminar os capítulos.
Recomendo para designers, profissionais de marketing, product owners, product managers entender de uma maneira mais degustável.
One caveat. Although definitely a DIY manual, if you are going to run this with a big hairy complex process in your business, I would recommend getting someone on board with advanced group facilitation skills - IMHO. I figure the outcome will be better as a result.
In summary, an excellent manual for sustained sales growth.