Undoubtedly, when you read the title of this blog post, you thought, "But politicians are users." No, I'm not talking about that kind of user. Instead, I'm thinking of the user we normally discuss around these parts, the kind of person whom product managers and product marketers try to understand, but often don't.
The 10Questions Project posed questions from salt-of-the-earth, ordinary folk to California senatorial candidates Carly Fiorina and Barbara Boxer. It's a noble failure, a change of medium that had no discernible effect on the quality of message. The candidates' answers are exactly the sort of vague, high-level statements that are more about sentiment (what candidates hint they might do) than policy (what they'd actually do).
These frustrating YouTube snippets resemble the kind of bad answers that users often give when PMs ask them questions like, "So, what would you like to see in the next release?" The reasons for the uselessness of the answers are the same, too:
IBM recently launched CityOne, a serious game that poses the kinds of questions about water, power, finance, and retail that city planners face daily. It's a powerful tool for a B2B company like IBM to market its products and services in a way that engages the customer more deeply, making the company's value proposition more clear and compelling.
The BPM game, INNOV8, demonstrated that a serious game can translate a dry and complex subject like BPM into something more interesting and vivid. It appeals to human psychology in a way that even the best white paper can't. Humans are visual creatures, so it's often more effective to show us a principle in action rather than talk about it. A serious game like INNOV8 pushes other buttons in our brains, too. For example, there's a higher probability that someone will finish playing a game than reading a white paper. If the game succeeds at keeping your attention, you want to see it through its conclusion.