What it takes to “get it.” Kathy Sierra at O’Reilly’s Tools for Change Conference

We all have a left-brain analytical side and a right-brain (the reality is a bit different…but the premise is sound), and if you can figure out how to fully engage the brain, someone’s emotions, and look at what you offer to people from their point of view and incentives, you’ll be wildly successful or, as author and blogger Kathy Sierra discusses in her blog, you’ll at least be “Creating Passionate Users“.

It’s ironic that I’ve read Kathy’s blog, one of her books, and seen her speak at conferences and it wasn’t until I just watched the video interview below with her explaining the subtleties and nuances of her thinking and approach, did I finally “get it” and understand the essence of her value proposition.

This proves part of her point on how to engage a person and it’s NOT just text on a blog page or a few images or graphics supporting it. For visual learners like many of us, if our visual, auditory and kinesthetic styles are engaged, we’re fully learning and are 100% absorbed (and I could go off on a tangent about the power of gaming, in-game feedback and game theory, but not now).

Here’s a personal example: when watching a video on my computer, I’ll collapse the browser window with the video running in it, open another and search or view sites which are sparked by the content of the video. This multi-modality use of the Internet is PERFECT for the way my associative, connecting-the-dots brain works, but most people are wired this way to some degree which is why I said in this post, “My friends, this is the future of television…“.

In a day of limited attention spans and massive amounts of content choices, figuring out how to entice, engage, empower, delight and add significant value — as well as deliver a path for people to stay with you for the long term and continue to learn and grow with you or your company — is a powerful method for creating passionate users who are willing to enter a high value, high attentive and sustained relationship with you instead of one or a handful of lower value transactions.

If you just look at that last paragraph on the surface, doesn’t a relationship sound a lot better (and more lucrative) than a transaction?

Tim O’Reilly just posted audio for his Tools of Change for Publishing conference since Kathy couldn’t attend. Find 30 minutes to watch it and then go hang out at Kathy’s blog. Embracing these concepts will shift your thinking and perspective on how you’re either creating passionate users or creating single, or a series of single, lower value transactions.

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