Create beloved features with two-sided value

Spotify shuffle isn’t random.

If you’ve never thought or heard about this before, you’re part of the 99%, and you might be confused for a moment.

Spotify will mix up songs and still play them in an order, similarly to how a DJ would create a set.

When a listener clicks the shuffle button, they have two thoughts that go through their head:

1. I want to listen to random songs.
2. I don’t want to play my playlist in its chronological order.

Spotify has understood incredibly well that the customer is not saying, *“I want to listen to random songs according to the fundamental laws of mathematics.”*

Simply, they are saying, “I want you to mix up my songs and play them in a new order.”

This is taking something beyond a simple feature, and turning it into huge value.

In my opinion, it’s one of the best examples of consumer insight.

Spotify, in turn, is able to benefit from this pseudo-randomness by algorithmically setting it up to maximize profits, and other metrics it finds important.

Customers have intentions, and it is up to you to take them at face value but not superficial value.

Let’s look at some more Spotify features, their value to customers, and additional value to Spotify:

• What your friends are listening to —> you discover new music & feel connected —> Spotify benefits from social validation of friends using the same product & improves the algorithmic people profiling.
• Playlists by moods (happy, party, etc.) —> you find music that suits how you feel right now —> Spotify knows better when to recommend you music with different characteristics, including in ads
• Spotify Original playlists —> you find music that has a high probability of resonating —> Spotify benefits from being the tastemakers and gatekeepers of the music industry

You wouldn’t advertise any of the latter values to your customers; in fact, it would dilute the authenticity of what you are trying to sell.

When we look at the connection between features and value, we learn that we should think and prioritize those that are a double-edged sword.

These are the real killer features, because they are loved by the customer AND the company.

Too often companies think about features as a way to only improve the lead funnel and boost retention. Rather, features can equally be considered as ways to create novel value in creative or unknown ways.

Spotify’s customers aren’t just its listeners. Those people consume huge amounts of data for a few dollars a month.

Spotify’s customers are also its advertisers. And they love your favorite Spotify features more than you do.

Crazy, huh?