Recommended preface to "Building Popular Jukeli": Make products and services that customers really want

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhopjfVl7QIB6I559g7a7ZrCpp3bbwdotvMBWiL_WHfuC1gNNg orVKlJW_0sj4GPzwJHqtj-uZsSqkAulbF72LGCnzyPLrVA0YsvCSpmBHBewX3gRDF7MjjgMwe41RI6ToFhsaO8x4a9DfE/s1600/traction.jpg)

★ Want to build your personal brand? Come and sign up for the “Personal Brand Management Practice” online course.

Speaking of “[Building a Popular Jukeli](https://www.books.com.tw/products/0010747591?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_ campaign=ap-202004)” is actually not unfamiliar to me, because as early as 2016, there was a wave of research on Traffic Growth Hacker (Growth Before the Hacking trend, I had read the original version of this book, and also knew about Gabriel Weinberg and Justin Mares, two masters who are both entrepreneurs and writers.

Gabriel Weinberg is the founder and CEO of the search engine [DuckDuckGo] (https://duckduckgo.com/). This search engine claims to “not snoop on your privacy.” Although it failed to have an immediate impact on mainstream search engines such as Google and Bing after its launch, according to statistics, more than 3 billion searches were generated in 2015 alone, which obviously attracted many users who value personal privacy. Although DuckDuckGo did not make Gabriel rich overnight, it gave him the opportunity to deeply understand how a product operates and even how to use traction to attract consumers.

Justin Myers is also very skilled. He was the founder of two start-up companies and the former revenue management director of Exceptional Software Company (acquired by Rackspace). He has an outstanding reputation in the field of product operation and traffic growth.

According to “[Building a Popular Jukeli](https://www.books.com.tw/products/0010747591?utm_source=vista&utm_medium=ap-books&utm_content=recomm According to the insights of the two authors of the book “end&utm_campaign=ap-202004)”, if a company wants to gain customer base, it can divide product or service development into the following three stages: Stage 1: Make what people want, Stage 2: Promote the product to the people who want it, Stage 3: Let the company grow.

For companies, each stage will focus on different things, because significant growth means different things at different times. In the first stage, the focus is on acquiring those customer groups that can prove that the product has sufficient customer appeal. After entering the second stage, the focus is on obtaining enough customers to gain momentum for stable development. Finally, the focus of the third stage is to increase revenue, expand marketing channels, and build a sustainable business.

I especially agree with a point mentioned by the two authors, that is: not being able to manufacture products may not necessarily cause entrepreneurs to fail, but most entrepreneurs fail because their products do not receive continued favor from consumers (traction).

Therefore, the significance of this book to me is not only to learn how to use 19 channels to build a customer base, but also to understand how to continue to grow and acquire new customers through the two authors’ personal experiences. Of course, the large number of cases collected in the book also gave me a deeper understanding of the mystery of Jikeli.

For example, Zappos, which has been acquired by Amazon, is an online shoe store that aims to create the best customer experience. Most companies use customer service as a tool to deal with customer complaints, but Zappos treats customer service as a marketing investment; when Zappos’s average customer call hours are relatively high, the company does not consider this a bad state, because it may mean that the customer service team is properly using the time required to achieve the best results.

To give another example, the well-known cloud storage service Dropbox also understands the charm of customer-driven marketing. For example, they encourage users to recommend new users to join, and as long as the recommendation is successful, both parties will be given extra space as a reward. In addition, the company has previously held a similar annual Dropquest competition. Participants who successfully complete the online treasure hunt intellectual challenge will be recognized online by the company, receive Dropbox-related prizes, and become free lifelong Dropbox members. According to statistics, when they held the competition in the first year, almost 500,000 people successfully completed the competition. This move not only greatly improved the company’s brand image, but also added a lot of new users.

I am very happy to hear that the Business Week Publishing Department has introduced the book “[Building Popular Jukeli] (https://www.books.com.tw/products/0010747591?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202004)” to the Taiwan market. I am also happy to recommend this good book to everyone, which combines theory and practical experience. If you are interested in topics such as marketing, public relations, traffic growth, etc., welcome to join me and enter the world of Jikeli created by the two authors!


★ Featured image source: unsplash.com

---

Further reading

• Recommended sequence for “Traffic Pool”: Create traffic, start with “excellence”
• “Compound Interest Thinking: Make Small Changes Become Big Changes, Use Compound Interest to Improve the Long-term Effect of Life Profits” Recommended Preface: Wake up every day and be smarter than yesterday
• Recommended Preface to “Simon Learning Method”: Learn to be old, live to be old

---