The basic idea with this framework is that the attention step, our user, or customer doesn't even know this thing exists, how do we get their attention?

Then, how do we engage their interests?

What job, what desire do they have that we pair with a meaningful proposition, that they like, that they find valuable, they think will be valuable to them?

Desire is the least directly measurable, but there's some emotional reason why they want to go do this, there's some emotional drive, that's bringing on to do this. What is that?

Action, this is a very important step that's often neglected, what exactly do they have to do to start using your product or your process? How do you minimize that?

What do you need to test that? Onboarding is everything that has to happen for them to become a regular sort of full use of the product. So, for example, with Facebook, that might be going and finding and connecting to their friends with a product like a CRM, like Salesforce, it might be getting your calendar on the system or getting your data in there, so your sales manager goes and looks at salesforce instead of emailing or calling you.

Retention is a kind of catchall for everything that happens once the customer is using the product. How does their ongoing use of the product make them prefer it more and more over time? How does that monetize for you and your company? How does it help with growth with them, for instance, sharing? How much they liked the product? That, all falls under retention.

This framework can be used in building a brand new software or creating affiliate marketing strategies.

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