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The Challenge What Experts Do Help Them Move Forward
Remove Blocks
The Gap of Suck
If we make/sell snowboards, we don’t want to sell just this
one snowboard, we want to create a snowboarder.
The Suck Zone is guaranteed pain for everyone learning to
snowboard. But those who drop out early didn’t suddenly
lose their motivation to be a good snowboarder. They don’t
need more convincing about the features and benets of
snowboarding. They don’t need a bigger, sexier forward-
pulling magnet.
We must help our users through the large, painful gap
between the motivating goal and their early experiences in
the Suck Zone.
What they wanted
What actually happened
Gap of Suck