Oriel Raveh | Tippingpoint | How to Understand the Emotion That Drives Your User

Description

Oriel Raveh tells how Woofy, a bootstrapped monthly dog-box venture he built in 2013, taught him the most important lesson of his career: a line like "say hi to the dog for me" at the end of a support call reconnected angry customers to the emotion that made them buy in the first place. From there he dove into behavioral economics, cognitive biases and negotiation. In the episode he covers anchoring and framing (Dan Ariely, the iPhone, Uber vs. Lyft), cognitive load and urgency, the triune brain theory and why the Why lives in the emotional brain, the gap between what customers say and what they need (Waze Later, Airbnb), and finally how to handle the uncomfortable questions in product job interviews.

Key moments

1. 0:43 · Who is Oriel, and the product skills that matter most
2. 2:56 · The lecture: how to crack success, and the Woofy story
3. 5:41 · Woofy: a progress bar that looked like buttons, 2% complaints and "hi to the dog"
4. 10:33 · The courier is part of the product: the lesson from Haim Romano
5. 16:49 · Dan Ariely, anchoring and framing: the iPhone, Uber and Lyft
6. 23:49 · Cognitive load, urgency and the pitch as a Netflix trailer
7. 27:45 · The triune brain theory and why the Why lives in emotion
8. 34:00 · The customer is right about the problem, not the solution; Waze Later
9. 37:43 · Airbnb: going to users and repositioning around emotion
10. 41:42 · Job interviews: the failure question, experience vs. drive, and free points