I see the value of a product in two logical units: the value that initially attracts the user (usually the tip of the iceberg), and the value that keeps them coming back.
If you communicate the value that should keep the user coming back at the start of the journey, it can become too complex for prospective user to understand. Instead, when on the journey to use your product, they can experience the value for themselves and decide whether to stay.
Some examples of products that provide both initial and long-term value include:
- Headspace: You come to learn about meditation, but you stay for a mindful way of living.
- Co-working spaces: You come for a flexible office space, but you stay for the community.
- Employee engagement: You come to run e-NPS survey, but you stay for the best practices that help you build company culture.
- Spotify: Came to listen to free music, stayed back for the ability to create playlists.
- CRED: You come to pay your credit card bills on time, but you stay for being marketed to other companies that you may also need.
- Newspapers: You come to understand different problems outside your purview, but you stay for the marketing of various products.
- Cohort courses: You come for the frameworks and network, but stay back for continuous inspiration to build your skill/career based on data from experts.
If a product does not work on building value for what makes people stay, it will not be able to sustain itself in the market. Investing in building different sets of product values can attract different types of users, but it may not make them stay.
It is imperative for the product teams to evaluate if the product value will help the users extend their ultimate goal.