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The Challenge
Prologue Think Badass The User Journey
Key Thresholds
Ability
Time
First exposure
Years
Beginner
Master
Suck Threshold
Badass Threshold
“I hate this.”
“I can do the basics”
“I’m competent”
“I’m good at this”
“I’m advanced”
“I kick ass”
“I’m world class”
The ideal curve continues up and to the right. Users
don’t drop out or plateau. They keep going. They keep
making progress. They keep getting better.
Along the way they’ll hit many milestones, some more
crucial than others. But of all points on the curve, the two
most important are crossing the Suck Threshold and crossing
the Badass Threshold.
Later we’ll look at strategies for helping our users push
through these thresholds to keep moving forward.