
31
The Challenge
Prologue
What happens if we don’t make snowboards, video editing
software, or anything else that someone can become badass at?
Imagine a tiny little utility tool “X.”
What does having X enable?
What can people now do because of X that they couldn’t do
without it?
What can people now do better because of X?
What are people not doing now but could if they took advantage
of all that X supports?
That’s just a warm-up. The exercise on the next set of pages
will ask you to dene something linked to your product, service,
or cause that users can become badass at. Regardless of how
unlikely it may seem, anything can be linked to the potential for
badass results. The key lies in answering this:
“What are you a subset of?”
Even if you already know what badass means for your product
or service, don’t skip this quick exercise. We’ll refer to pieces of
it throughout the rest of the book, and it might give you more
ideas for new things your users can become badass at.
Badass at… what?