UsefulMBA by John Maeda

Quick Overview

John Maeda conducts a livestream attempt titled "UsefulMBA Livestream Attempt 1" where he introduces and demonstrates a physical, coiled, circular model representing a customer lifecycle or process flow, which includes stages like Trigger, Consider, Evaluate, In Market, Using, Support, Loyalty, and Success, emphasizing that this cycle, which he says is based on what he learned in his 40s and 50s, is crucial for understanding viral marketing and customer retention.

Key Points: The video is titled "UsefulMBA Livestream Attempt 1," featuring John Maeda demonstrating a physical, coiled, circular diagram representing a customer lifecycle. Maeda draws on a digital whiteboard using the name "TimePaint" while discussing the cycle, which involves stages such as Trigger, Consider, Evaluate, In Market, Using, Support, Loyalty, and Success. He mentions that the concepts in this cycle are based on lessons learned later in his life, specifically when he was in his 40s and 50s. The physical model is constructed from a coiled blue woven material (resembling a placemat) with printed stage names attached with white labels and arrows. Maeda explains that the goal of this cycle is to reward loyalty so customers become advocates, essentially driving viral marketing. He notes that the customer journey involves moving from Trigger, through Consideration and Evaluation, to being In Market, then Using, Support, Loyalty, and finally Success, before cycling back to a new Trigger or returning to the Buyer world. He jokes about the complexity of the physical model and expresses concern that it might be bad for his ankle, suggesting it was created after seeing similar concepts in YouTube videos.

Context: This video appears to be the first attempt at a livestream by John Maeda, likely as part of his 'UsefulMBA' series, where he shares business or design insights. The central focus is on a physical, homemade visual aid—a coiled, circular diagram—designed to illustrate the stages of a customer journey or product lifecycle, which he connects to concepts like viral marketing and customer loyalty.