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  "sourcesContent": ["import{jsx as _jsx,jsxs as _jsxs}from\"react/jsx-runtime\";import{useReducer,useState}from\"react\";import{ControlType,addPropertyControls}from\"framer\";import{useIsOnCanvas,emptyStateStyle,containerStyles,defaultEvents,useRadius,borderRadiusControl}from\"https://framer.com/m/framer/default-utils.js@^0.45.0\";var PlayOptions;(function(PlayOptions){PlayOptions[\"Normal\"]=\"Off\";PlayOptions[\"Auto\"]=\"On\";PlayOptions[\"Loop\"]=\"Loop\";})(PlayOptions||(PlayOptions={}));var ThumbnailOptions;(function(ThumbnailOptions){ThumbnailOptions[\"High\"]=\"High Quality\";ThumbnailOptions[\"Medium\"]=\"Medium Quality\";ThumbnailOptions[\"Low\"]=\"Low Quality\";ThumbnailOptions[\"Off\"]=\"Off\";})(ThumbnailOptions||(ThumbnailOptions={}));/**\n * @framerIntrinsicWidth 560\n * @framerIntrinsicHeight 315\n *\n * @framerSupportedLayoutWidth fixed\n * @framerSupportedLayoutHeight fixed\n */ export function Youtube({url,play,shouldMute,thumbnail,isRed,onClick,onMouseEnter,onMouseLeave,onMouseDown,onMouseUp,...props}){const onCanvas=useIsOnCanvas();const isAutoplay=play!==PlayOptions.Normal;const showThumbnail=onCanvas||thumbnail!==ThumbnailOptions.Off&&!isAutoplay;const[isPreloading,preloadVideo]=useReducer(()=>true,false);const[showVideo,startVideo]=useReducer(()=>true,!showThumbnail);const[isHovered,setHovered]=useState(false);const borderRadius=useRadius(props);const hasBorderRadius=borderRadius!==\"0px 0px 0px 0px\"&&borderRadius!==\"0px\";if(url===\"\"){return /*#__PURE__*/ _jsx(Instructions,{});}const parsedURL=parseVideoURL(url);if(parsedURL===undefined){return /*#__PURE__*/ _jsx(ErrorMessage,{message:\"Invalid Youtube URL.\"});}const[videoId,embedURL]=parsedURL;// https://stackoverflow.com/questions/2068344/how-do-i-get-a-youtube-video-thumbnail-from-the-youtube-api\nconst thumbnailURL=getThumbnailURL(videoId,thumbnail);// https://developers.google.com/youtube/player_parameters\nconst searchParams=embedURL.searchParams;searchParams.set(\"iv_load_policy\",\"3\");searchParams.set(\"rel\",\"0\");searchParams.set(\"modestbranding\",\"1\");searchParams.set(\"playsinline\",\"1\");if(isAutoplay||showThumbnail){searchParams.set(\"autoplay\",\"1\");}if(isAutoplay&&shouldMute){searchParams.set(\"mute\",\"1\");}if(play===PlayOptions.Loop){searchParams.set(\"loop\",\"1\");searchParams.set(\"playlist\",videoId);}if(!isRed){searchParams.set(\"color\",\"white\");}return /*#__PURE__*/ _jsxs(\"article\",{onPointerEnter:()=>setHovered(true),onPointerLeave:()=>setHovered(false),onPointerOver:preloadVideo,onClick:startVideo,style:{...wrapperStyle,borderRadius,transform:hasBorderRadius&&showVideo?\"translateZ(0.000001px)\":\"unset\",cursor:\"pointer\",overflow:\"hidden\"},children:[isPreloading&&/*#__PURE__*/ _jsx(\"link\",{rel:\"preconnect\",href:\"https://www.youtube.com\"}),isPreloading&&/*#__PURE__*/ 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a thumbnail improves performance.\",type:ControlType.Enum,options:Object.values(ThumbnailOptions),hidden(props){return props.play!==PlayOptions.Normal;}},isRed:{title:\"Color\",type:ControlType.Boolean,enabledTitle:\"Red\",disabledTitle:\"White\"},...borderRadiusControl,...defaultEvents});const defaultProps={url:\"https://youtu.be/smPos0mJvh8\",play:PlayOptions.Normal,shouldMute:true,thumbnail:ThumbnailOptions.Medium,isRed:true};Youtube.defaultProps=defaultProps;function parseVideoURL(urlString){let url;try{url=new URL(urlString);}catch{const embedURL=getEmbedURL(urlString);return[urlString,embedURL];}if(url.hostname===\"youtube.com\"||url.hostname===\"www.youtube.com\"||url.hostname===\"youtube-nocookie.com\"||url.hostname===\"www.youtube-nocookie.com\"){const pathSegments=url.pathname.slice(1).split(\"/\");// https://www.youtube.com/watch?v=Fop2oskTug8\nif(pathSegments[0]===\"watch\"){const videoId=url.searchParams.get(\"v\");const embedURL1=getEmbedURL(videoId);return[videoId,embedURL1];}// https://www.youtube.com/embed/Fop2oskTug8\nif(pathSegments[0]===\"embed\"){const videoId1=pathSegments[1];return[videoId1,url];}}// https://youtu.be/Fop2oskTug8\nif(url.hostname===\"youtu.be\"){const videoId2=url.pathname.slice(1);const embedURL2=getEmbedURL(videoId2);return[videoId2,embedURL2];}}function getEmbedURL(videoId){return new URL(`https://www.youtube.com/embed/${videoId}`);}function getThumbnailURL(videoId,res){switch(res){case ThumbnailOptions.Low:return`https://i.ytimg.com/vi/${videoId}/hqdefault.jpg`;case ThumbnailOptions.Medium:return`https://i.ytimg.com/vi/${videoId}/sddefault.jpg`;case ThumbnailOptions.High:return`https://i.ytimg.com/vi/${videoId}/maxresdefault.jpg`;default:return`https://i.ytimg.com/vi/${videoId}/0.jpg`;}}// Helper components\nfunction Instructions(){return /*#__PURE__*/ _jsx(\"div\",{style:{...emptyStateStyle,overflow:\"hidden\"},children:/*#__PURE__*/ 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More pro\"}),\"\\xa0sure sounds a lot more powerful than \",/*#__PURE__*/e(\"em\",{children:\"the most powerful computer you can buy\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"You don't even need full phrases.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,74CeyR9bt8Edqnk2VqCbFhaA.png\",\"data-framer-height\":\"568\",\"data-framer-width\":\"1084\",height:\"284\",src:\"https://framerusercontent.com/images/74CeyR9bt8Edqnk2VqCbFhaA.png\",style:{aspectRatio:\"1084 / 568\"},width:\"542\"}),/*#__PURE__*/e(\"p\",{children:\"Single word tricolon. The trick is to end on a surprising note.\"}),/*#__PURE__*/r(\"p\",{children:[\"However, not all rhetorical devices play with sound. \",/*#__PURE__*/e(\"strong\",{children:\"Synaesthesia\"}),\", for instance, mixes up the senses\u2014colours as smells, sounds as tastes, tastes as touch\u2014in a way that pleasantly surprises your brain.\"]}),/*#__PURE__*/r(\"p\",{children:[\"Here\u2019s coca-cola\\xa0using synaesthesia with \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"taste the feeling\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,8tfiAepCQIoB7CPzniQxhwBFWQ.png\",\"data-framer-height\":\"624\",\"data-framer-width\":\"961\",height:\"312\",src:\"https://framerusercontent.com/images/8tfiAepCQIoB7CPzniQxhwBFWQ.png\",style:{aspectRatio:\"961 / 624\"},width:\"480\"}),/*#__PURE__*/r(\"p\",{children:[\"You can\u2019t really\\xa0\",/*#__PURE__*/e(\"em\",{children:\"taste\"}),\"\\xa0a feeling. but since when did logic triumph over charm.\"]}),/*#__PURE__*/r(\"p\",{children:[\"And skittles asking you to \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"taste the rainbow\"})}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,gUTh5BdhTsAkb5HVCK6Ss2ygLAE.png\",\"data-framer-height\":\"704\",\"data-framer-width\":\"1279\",height:\"352\",src:\"https://framerusercontent.com/images/gUTh5BdhTsAkb5HVCK6Ss2ygLAE.png\",style:{aspectRatio:\"1279 / 704\"},width:\"639\"}),/*#__PURE__*/e(\"p\",{children:\"If only rainbows could be eaten.\"}),/*#__PURE__*/r(\"p\",{children:[\"Occasionally though, you spot an \",/*#__PURE__*/e(\"strong\",{children:\"antithesis\"}),\" \u2013 a device where contrasting ideas are placed next to each other.\\xa0Nike, the \",/*#__PURE__*/e(n,{href:\"https://www.slideshare.net/cultbranding.com/archetypal-branding-2\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"original warrior brand\"})}),\", uses it to great effect below.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,rU67mAwfTpX8INrqxavPVShwKZQ.png\",\"data-framer-height\":\"927\",\"data-framer-width\":\"1327\",height:\"463\",src:\"https://framerusercontent.com/images/rU67mAwfTpX8INrqxavPVShwKZQ.png\",style:{aspectRatio:\"1327 / 927\"},width:\"663\"}),/*#__PURE__*/e(\"p\",{children:\"Games talk when you wear nike, notwithstanding that they're inanimate concepts.\"}),/*#__PURE__*/e(\"p\",{children:\"Ironically, for brands that scream how unique you are, nike, adidas & under armour are strikingly similar in their fondness for the antithesis.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,oV3eKzaZvF0r0Rj4RcbKPctYNY.png\",\"data-framer-height\":\"927\",\"data-framer-width\":\"1327\",height:\"463\",src:\"https://framerusercontent.com/images/oV3eKzaZvF0r0Rj4RcbKPctYNY.png\",style:{aspectRatio:\"1327 / 927\"},width:\"663\"}),/*#__PURE__*/e(\"p\",{children:\"Sports brands \u2013 brothers from different mothers.\"}),/*#__PURE__*/r(\"p\",{children:[\"And that leaves us with one last device to talk about today: the one that gets all the likes, and takes home all the awards \u2014 the \",/*#__PURE__*/e(\"strong\",{children:\"visual pun\"}),\".\"]}),/*#__PURE__*/r(\"p\",{children:[\"The visual pun is a device where the imagery & words mean more than the obvious. Here's \",/*#__PURE__*/e(\"em\",{children:\"that other cola brand\"}),\", Pepsi, dressing up for halloween.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,H2ZXtpXeUjCg1KFGmEgEDVTY1So.png\",\"data-framer-height\":\"1697\",\"data-framer-width\":\"1200\",height:\"848\",src:\"https://framerusercontent.com/images/H2ZXtpXeUjCg1KFGmEgEDVTY1So.png\",style:{aspectRatio:\"1200 / 1697\"},width:\"600\"}),/*#__PURE__*/e(\"p\",{children:\"It's who\\xa0you are\\xa0inside that counts. Especially if you're Pepsi.\"}),/*#__PURE__*/e(\"p\",{children:\"Visual puns often require cultural context in order to appreciate them. Here's one final ad from India's original food app \u2013 zomato.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,24r5nM2A0FUIV9RzMF1Ieqs8Z84.png\",\"data-framer-height\":\"427\",\"data-framer-width\":\"1000\",height:\"213\",src:\"https://framerusercontent.com/images/24r5nM2A0FUIV9RzMF1Ieqs8Z84.png\",style:{aspectRatio:\"1000 / 427\"},width:\"500\"}),/*#__PURE__*/r(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://www.youtube.com/watch?v=JGwWNGJdvx8\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"I imagine ed shereen's smiling somewhere\"})}),\".\"]}),/*#__PURE__*/r(\"p\",{children:[\"I hope these devices help you get started.\\xa0For a more complete list, here's something i made for myself: \",/*#__PURE__*/e(n,{href:\"https://airtable.com/shrmdPPGVbTzrLGv8/tblmPGcBDRjD3dA8B\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Felix's mostly-complete list of rhetorical devices for use in good & bad times alike\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"}),/*#__PURE__*/r(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"One final tease:\"}),\" here are panels by \",/*#__PURE__*/e(n,{href:\"https://www.instagram.com/ketnipz/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"ketnipz\"})})}),\", a wonderfully whimsical 18-year old artist who's strangely insightful for his age. Do you see a pattern in the words? That's an \",/*#__PURE__*/e(n,{href:\"https://airtable.com/shrmdPPGVbTzrLGv8/tblmPGcBDRjD3dA8B\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"assonant rhyme\"})})}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ZXZ2K1YiFyeojhJ62MNXjn5Ho.png\",\"data-framer-height\":\"409\",\"data-framer-width\":\"1327\",height:\"204\",src:\"https://framerusercontent.com/images/ZXZ2K1YiFyeojhJ62MNXjn5Ho.png\",style:{aspectRatio:\"1327 / 409\"},width:\"663\"}),/*#__PURE__*/e(\"p\",{children:\"Now, go forth and write world-class copy, dear reader.\"})]}),[b]:/*#__PURE__*/r(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"\u2014\"}),/*#__PURE__*/e(\"h6\",{children:/*#__PURE__*/e(\"strong\",{children:\"Notes:\"})}),/*#__PURE__*/r(\"ol\",{style:{\"--framer-font-size\":\"14px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgb(34, 34, 34)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/r(\"p\",{children:[\"Rhetorical devices work because they are \",/*#__PURE__*/e(\"em\",{children:\"interesting\"}),\". They are \",/*#__PURE__*/e(\"em\",{children:\"interesting\"}),\" because they are \",/*#__PURE__*/e(\"em\",{children:\"surprising\"}),\". And \",/*#__PURE__*/e(\"em\",{children:\"surprising\"}),\" because they reveal\\xa0unexpected patterns.\\xa0\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/e(\"p\",{children:\"Consequently, the more you overuse them, the less effective they become; rhetoric loves moderation.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/r(\"p\",{children:[\"Surprise is a common element of \",/*#__PURE__*/e(n,{href:\"https://arxiv.org/pdf/0812.4360.pdf\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"art, stories and jokes\"})}),\" \u2014\\xa0\",/*#__PURE__*/e(n,{href:\"http://sites.ieee.org/pcs/elements-of-visual-communication/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"visual composition\"})}),\", \",/*#__PURE__*/e(n,{href:\"https://www.youtube.com/watch?v=oP3c1h8v2ZQ\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"the story arc\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://www.huffingtonpost.com/scott-weems/joke-book_b_4892644.html\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"the punchline\"})}),\" all work because of surprise. In a sense, \",/*#__PURE__*/e(n,{href:\"https://plus.maths.org/content/information-surprise\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"all information is surprise.\"})})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/r(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://www.amazon.com/Elements-Eloquence-Secrets-Perfect-Phrase/dp/042527618X/ref=sr_1_1?ie=UTF8&qid=1534861516&sr=8-1&keywords=elements+of+eloquence\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"The elements of eloquence\"})})}),\" is the best resource i\u2019ve found on rhetorical devices. It helps that the author is witty. Wodehouse witty, even.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/e(\"p\",{children:\"Rhetoric doesn't excuse the need to address\\xa0your customer's underlying needs.\\xa0First say it straight, then say it great.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/r(\"p\",{children:[\"Rhetoric\\xa0helps communicate a \",/*#__PURE__*/e(\"em\",{children:\"specific\"}),\" message. But brands still need to have a consistent, differentiated place in your mind \",/*#__PURE__*/e(\"em\",{children:\"across messages\"}),\"\\xa0\u2013 that's something \",/*#__PURE__*/e(n,{href:\"https://www.slideshare.net/cultbranding.com/archetypal-branding-2\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"archetypes\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://www.slideshare.net/superbrands_poland/douglas-holt-how-to-build-an-iconic-brand\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"cultural branding\"})}),\" help with. Follow the rabbit hole \u2013 this stuff is fascinating \",/*#__PURE__*/e(\"em\",{children:\"and useful\"}),\".\"]})})]})]})},{id:\"kYTYyzL_h\",[h]:!0,[d]:!0,[c]:\"Creating intuitive products that users just get\",[p]:\"understanding-user-needs\",[m]:\"rgb(78, 68, 183)\",[f]:\"rgb(65, 58, 152)\",[g]:x(void 0,\"\"),[w]:x({src:\"https://framerusercontent.com/images/0s7GrbYH0hOYuyMzW8XdqPrZrKI.png\"},\"\"),[u]:\"\",[y]:/*#__PURE__*/r(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Creating products is hard.\"}),/*#__PURE__*/r(\"p\",{children:[\"I used to think this was due to the technical challenge involved. That\u2019s still true but several products later, I believe there\u2019s two other aspects that are even harder:\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"1. Creating something users want\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"2. Creating something that users intuitively get\"}),\".\"]}),/*#__PURE__*/r(\"p\",{children:[\"There\u2019s some great material on the first part (\",/*#__PURE__*/e(n,{href:\"https://firstround.com/review/how-superhuman-built-an-engine-to-find-product-market-fit/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Rahul Vohra on building Superhuman\"})}),\" & \",/*#__PURE__*/e(n,{href:\"https://hitenism.com/slack-product-market-fit-survey/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Hiten Shah on identifying Product-Market fit\"})}),\" are fantastic) but little on the second.\"]}),/*#__PURE__*/e(\"p\",{children:\"In this post, I'd like to share an approach that helps with the second part.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Making products user just get\"})}),/*#__PURE__*/e(\"p\",{children:\"Most products are designed based on their underlying implementation model. This means that the user interface exposes functionality similar to how its modelled in the underlying implementation.\"}),/*#__PURE__*/e(\"p\",{children:\"But to create a truly intuitive product, one must first understand its intended users, their behaviours and their motivations. This in turn shifts the solution from thinking in terms of the implementation model to what users need and when.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"A simple example to illustrate this\"})}),/*#__PURE__*/r(\"p\",{children:[\"In a music player app, from an implementation standpoint the actions for Play, Next and Shuffle have the same importance \u2014 they\u2019re all verbs associated with the Player object. Hence when designed in terms of the implementation model, the actions have the same prominence on the UI.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"However, from a user\u2019s standpoint these actions are very different in importance. Users use Play more often than Next, and that in turn much more often than Shuffle. \",/*#__PURE__*/e(\"strong\",{children:\"A design that \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"respects \"})}),/*#__PURE__*/e(\"strong\",{children:\"the user reflects this difference in the UI.\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to uncover user needs &\\xa0behaviour\"})}),/*#__PURE__*/r(\"p\",{children:[\"The best process I've found to uncover these is to talk to customers and capture their behaviours &\\xa0motivations through job stories. (The folks at Intercom have a \",/*#__PURE__*/e(n,{href:\"https://www.intercom.com/blog/accidentally-invented-job-stories/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"great writeup on thi\"})}),\"s. Alan Klement's \",/*#__PURE__*/e(n,{href:\"https://jtbd.info/5-tips-for-writing-a-job-story-7c9092911fc9\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"writing is insightful too\"})}),\".)\"]}),/*#__PURE__*/r(\"p\",{children:[\"The table below shows the format I use to capture job stories. Picturing the user along with the situation helps visualise the situation \",/*#__PURE__*/e(\"em\",{children:\"like a movie\"}),\" and understand the job better.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,UbcNwUBzSHU8gdoS1C30np0Y.png\",\"data-framer-height\":\"1236\",\"data-framer-width\":\"1444\",height:\"618\",src:\"https://framerusercontent.com/images/UbcNwUBzSHU8gdoS1C30np0Y.png\",style:{aspectRatio:\"1444 / 1236\"},width:\"722\"}),/*#__PURE__*/r(\"p\",{children:[\"The last column captures possible solutions for the user's needs. Decoupling solutions from problems in this manner allows for better solutions to emerge later (and \",/*#__PURE__*/e(\"em\",{children:\"by others too\"}),\" since everybody can now understand the underlying problem being solved.)\"]}),/*#__PURE__*/e(\"p\",{children:\"Eventually as you capture more stories, the features required in the product and their relative importance in various flows become clear. This lets you prioritise features which are frequently required over those which are not.\"}),/*#__PURE__*/r(\"p\",{children:[\"The\",/*#__PURE__*/e(\"strong\",{children:\" right design \"}),\"then emerges from this.\"]})]}),[b]:/*#__PURE__*/r(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"\u2013\"}),/*#__PURE__*/e(\"h3\",{children:\"Notes:\"}),/*#__PURE__*/r(\"ol\",{style:{\"--framer-font-size\":\"14px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgb(34, 34, 34)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/e(\"p\",{children:\"Talking to customers is the best way of understanding what they're trying to accomplish using your product. However, I also find job stories useful to capture insights gleaned from secondary research \u2013 the format helps weed out jobs that sound implausible.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/e(\"p\",{children:\"When critiquing a product's flow or static design, you often find functionality that isn't supported by any job story (or a rare one.) Thus job stories are also a powerful tool to reduce complexity in products.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/e(\"p\",{children:\"Job stories are usually written in present tense. However, I find describing situations in the past tense helps visualise them better. This is similar to how books written in third-person, past-tense are easier to picture in the mind's eye than those in first-person, present-tense.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-line-height\":\"22px\"},children:/*#__PURE__*/r(\"p\",{children:[\"Jobs can also be used as a lens to understand when disruption might happen (the classic \",/*#__PURE__*/e(n,{href:\"https://hbr.org/2015/12/what-is-disruptive-innovation\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Clayton Christensen Theory of Disruptive Innovation\"})})}),\" is descriptive but not predictive.) \",/*#__PURE__*/e(n,{href:\"https://medium.com/swlh/emergent-layers-chapter-2-overserved-and-underserved-customers-6d5ce546531d\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Alex Danco's series on Emergent Layers\"})})}),/*#__PURE__*/e(\"strong\",{children:\" is an extremely enlightening\"}),\" read on this.\"]})})]})]})},{id:\"vIGMJnycY\",[h]:!0,[d]:!0,[c]:\"The lessons of history across 5,000 years\",[p]:\"the-lessons-of-history\",[m]:\"rgb(35, 59, 196)\",[f]:\"rgb(29, 49, 159)\",[g]:x(void 0,\"\"),[w]:x({src:\"https://framerusercontent.com/images/2CIXsFsqtxN7tDE9S0sxWHSefHs.png\"},\"\"),[u]:\"\",[y]:/*#__PURE__*/r(o.Fragment,{children:[/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,7rbLl7zGeKSeIq6EzKVMuXVR39I.png\",\"data-framer-height\":\"459\",\"data-framer-width\":\"318\",height:\"229\",src:\"https://framerusercontent.com/images/7rbLl7zGeKSeIq6EzKVMuXVR39I.png\",style:{aspectRatio:\"318 / 459\"},width:\"159\"}),/*#__PURE__*/r(\"p\",{children:[\"The \",/*#__PURE__*/e(\"em\",{children:\"Lessons of History\"}),\" is a rare book.\\xa0\"]}),/*#__PURE__*/r(\"p\",{children:[\"While most books on history retrace the past, this one aims to foretell the future.\\xa0How? By identifying patterns that stay constant across human history\",/*#__PURE__*/e(\"em\",{children:\".\"}),\"\\xa0\"]}),/*#__PURE__*/r(\"p\",{children:[\"These are my notes from the book. \",/*#__PURE__*/e(\"strong\",{children:\"\u200D\"})]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Insights from the book:\"})}),/*#__PURE__*/r(\"ul\",{style:{\"--framer-font-size\":\"14px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgb(34, 34, 34)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-line-height\":\"23.8px\"},children:/*#__PURE__*/r(\"p\",{children:[\"Freedom and equality are opposites. The more free an environment, the more people better suited to its needs accumulate its rewards. Which means you \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"can't have both perfect freedom and perfect equality\"})}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-line-height\":\"23.8px\"},children:/*#__PURE__*/e(\"p\",{children:\"Inequality is not only natural, it grows with civilisation. Specialisation of tasks increase over time which in turn makes people unequally valuable to their group.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-line-height\":\"23.8px\"},children:/*#__PURE__*/e(\"p\",{children:\"Instability arises at some point \u2014 the many poor versus the few rich. This becomes increasingly critical until wealth is redistributed either by legislation or by revolution.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-line-height\":\"23.8px\"},children:/*#__PURE__*/r(\"p\",{children:[\"Religion and puritanism rise when laws are feeble, skepticism and paganism prevail when the laws and government are strong.\",/*#__PURE__*/e(\"em\",{children:\"\u200D\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-line-height\":\"23.8px\"},children:/*#__PURE__*/r(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"People who manage money\"})}),\" usually prevail over \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"people who manage people\"})}),\" and who in turn prevail over \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"people who manage things\"})}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-line-height\":\"23.8px\"},children:/*#__PURE__*/e(\"p\",{children:\"History is inflationary. 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}