You’ve taken the tour before, but you’re here with 2 friends who have never been. Meanwhile, there are seven other tour guests to which two say they’ve taken the tour again, but they loved it so much they’re doing it again.
The tour starts downstairs in the lobby before entering the rec room with game consoles, a ping pong table, shuffle board, and a kitchen.
Then, the tour goes through the “hot desk” area before re-entering the lobby and going up a flight of stairs to the second floor with dedicated desks and some smaller offices.
The group then goes up to one of 3rd, 4th, or 5th floors to see the larger office spaces. The tour guide is showing the group the kitchen as well as maybe an introduction to a startup who happens to have a door open.
Then, the group goes up the roof to check out the sweet rooftop patio.
The group may also then head all the way to the basement where the gym is. Then, the tour ends going back to the first floor – lobby.
- You + the two other visitors who said they’ve taken the tour before would be Returning Visitors while the other seven are New Visitors.
- How everyone came to take the tour – maybe referral from a friend like me, by an ad people saw at Farm Burger, or maybe they just walked by Piedmont Road.
- What floors and rooms the group visited.
- Great at telling you that most everyone came in through the lobby floor – the front door or the parking garage door. It can tell you some high level flows of how you traversed the building.
- Perhaps a couple tour members got side-tracked and skipped a floor and met back up with the group. Or maybe a couple of them left mid-way through – exits.
Event-tracking with MixPanel would show you…
- Three of us tour members are returning.
- I’ve been to ATV dozens of times, and I took the tour three times.
- I am Daryl and give you some contact information because I filled out some user information the first time I entered building.
- Each room we enter (like Google Analytics).
- Four of us on the tour played ping pong for 3 minutes before going to the next room. This is more detailed than Google Analytics may say we were in the ROOM for 5 minutes by telling you what four of us did in the room.
- When we got to the second floor, two of us stopped to talk to a startup, and we also grabbed a couple drinks from the kitchen. Perhaps we also sat in a room so we could test out what it’d feel like to be a startup at ATV.
- Two people who left the tour mid-way stopped by the bathroom for two seconds, and left the tour. (Maybe the bathroom was horrendously dirty.)
- It was my friend, John, who hit the elevator button before we all went down to the gym.
… are you starting to see what event-tracking is? In this case, MixPanel is telling me more details of what happened on the tour – events. MixPanel is able to tie in user data because a few of us signed in from the beginning.
I recently finished Simon Sinek’s Start With Why. I didn’t even know about this book despite knowing of his infamous Ted Talk, but when I did hear of this, I was excited to go in-depth on the subject.
- Leaders and founders utilize WHY to set the vision of the company. Typically, too, the founders are complementary in one providing the WHY while the other enables the HOW. For greatest effect, both must be present. Note: one is not “better” than the other. They’re complementary.
- We (and companies) are good at espousing the WHAT and HOW we do, but are “fuzzier” on our WHY. Starting with WHY allows us to build on an emotional pull with our audience – a trust. When we sell on our WHAT and HOW, we differentiate by features, price, etc. Why allows us differentiate on a deeper level – a belief and compelling motive. Our WHAT and HOW aligns to (and amplifies) our WHY.
- Most companies start with some WHY, and reason for being that was born out of a need and a vision. The challenge, then, for companies is maintaining that WHY. Typically, companies start espousing WHAT rather than grounding into the WHY. It’s a shift in culture – the “split”.
- Leadership change can have a drastic shift in a company’s culture (and indeed, a shift from WHY to WHAT). Culture is driven top-down.
- WHY can pull your company through the tough times. WHY creates loyalty amongst “followers” (consumers) who are willing to pay a premium or bear an inferior product.
- Do not sell a 500GB music player… sell 10,000 songs portable anywhere.