The first level of a sticky product or idea is that someone comes to it multiple times. It’s the purchase of your same body wash again and again or the library you visit each month rather than going to any other one.
That’s powerful, but not nearly as powerful as the second level of stickiness.
The second level of a sticky product or idea is that someone wants to bring others into the fold. It’s the Dive Bar that you go to ounce and go again because you have to show others. It’s the purchase of a dozen more of your favorite hand-crafted soaps that you’ll give to your friends.
Both levels hold value but it begs a question around where we spend our time: maintaining level one? or pursuing how to achieve level two?
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