Start Building Dangerous Users.

The moment a customer does something they could not do 10 minutes ago is the moment they become dangerous.

Not dangerous to you. Dangerous to the status quo.

Most products chase:

But none of those get shared.

What gets shared is better users.

People talk about the version of themselves your product unlocked.

"Of course I shipped this app by myself." (not: I use Lovable)

"Heck yeah, I am at the top of a mountain." (not: I use AllTrails)

"Me confident? NBD, that's how I am in all meetings." (not: I use Granola)

"Whew. I can say hard things I normally keep inside." (not: I use ChatGPT)

The unit of virality: a shift in self-perception.

Behavior is what creates the story that spreads.

Most teams stop at: "Did the user trigger the metric?"

The better question: "Did the user do something differently within 10 minutes?"

Most products deliver facts: "Here's an insight about how you used our app."

Very few deliver proof of capability: "Yo! What you just did is incredible."

The magic of early Uber was this moment:

That's an identity upgrade: "I move through the world differently now."

If you want this to work, every experience needs to hit:

If nothing changes in behavior within minutes, it dies.

The good news: people already want to improve. They just don't feel capable yet. The bottleneck is recognition and action.

Don't ask: "What did the user learn?"

Ask: "What did the user become?"

And then make it undeniable.

Show them:

Make the delta visible. Make it fast. Make it real.

Your Old OKR: Drive more transactions

Your New OKR: Drive more "You won't believe what I just did"

The test: If your product disappeared tomorrow, would users say:

"I miss that tool"

or

"I don't feel like that version of myself anymore"

Only one of those spreads.

Growth doesn't come from impressing users. It comes from making users feel impressive.

Build for that moment. Everything else is just infrastructure.