Lessons learned from reading “Loyalty 3.0” by Rajat Paharia

Howdy folks,

Rajat Paharia, Bunchball

Rajat Paharia, Bunchball (Photo credit: E2 Conference)

today I want to tell you what I learned from reading “Loyalty 3.0” by Rajat Paharia.

  • There are rather algorithmical tasks, e.g. making pizza in a pizza restaurant is like you have a template how the pizza should look like and what you have got to do to get there. For these rather algorithmical tasks, there is a lack of intrinsical motivation so you have to motivate extrinsically, e.g. with points and levelling up and relating the level to the salary.
  • There are rather heuristical tasks (you might say creative tasks), e.g. designing a user interface or doing research and innovate car engineering. For these rather heuristical tasks, there is often intrinsical motivation already existing or can be created by a bit of gamification, so there is only a need for support like feedback.
  • Extrinsic and intrinsic motivation do not have clear cuts, if an activity results from extrinsic or intrinsic motivation depends on somebody’s reasons for doing it. We can rather think of extrinsic and intrinsic motivation as the opposed ends of a gradient scale/spectrum.
  • On the way to happier and therefore more productive employees some enterprises implement result only work environments or even complete autonomy for employees.
  • When people lack autonomy in one activity, they strive for autonomy in another activity, e.g. if work is boring and without autonomy, people escape by playing games.
  • Rajat gives us a great example of Tom Sawyer to show that it depends mostly on someone’s attitude if something feels like work or like a game. So gamification can change the perception of an activity and makes it feel less like work.
  • There are fixed mind-set and growth mind-set persons (Tagg calls them entity and incremental theorists): Fixed mind-set persons do not believe they can improve and change their skills and growth mind-set persons believe in and work hard to improve their skills.
  • Image representing Steve Jobs as depicted in C...

    Image via CrunchBase

    I loved the Steve Jobs quote “We’re here to put a dent in the universe. Otherwise, why else even be here?” in combination with Rajat’s thoughts about Wikipedia: “People often wonder why others dedicate their time and energy to efforts such as contributing to open-source projects and writing and editing on Wikipedia for no financial gain. Now you know the answer – because there is a strong sense of purpose, of making a dent in the universe.”. Makes me think of meaningful activities… Rajat also introduces research by Amabile and Kramer about this issue.

  • A like on Facebook does not mean a company has a social relationship to the customer who pushed the like button. Real engagement on both sides is needed to create a social relationship that lasts.
  • Rajat explains the most important details about big data and big data analysis in brief and nice-to-read paragraphs with examples, thanks for telling me so that I could learn it in this enjoyable way!
  • Loyalty 3.0 can be used to implement my thoughts about building trust in your team.
  • “Don’t let the game in the name fool you.”: Gamification does not make work a game but uses game elements to make work more enjoyable, meaningful and productive if done right.
  • Khan Academy

    Khan Academy (Photo credit: Wikipedia)

    Did you know the Khan Academy?

  • Gamification does not make a poor product a great product, for its success there needs to be a product with a core value proposition. Reminds me of my thoughts about sustainable gamification
  • Fun and positive emotions in games come from the path to the win: Autonomy, mastery, purpose, a feeling of progress and social interaction makes us happy and make the game a meaningful activity.
  • Check out Rajat’s explanation of the ten most important gamification mechanics!
  • We should suggest a next action to the user.
  • We should use personal leaderboards where the user can compete with friends or just see his position and some before and after so that he/she know what to do to get from 1001th to 999th position.
  • There are different kinds of extrinsic motivation which are more or less far away from intrinsic motivation: external regulation, introjected regulation, identified regulation and integrated regulation.
  • English: Autonomy Mastery Purpose vs. Carrot a...

    English: Autonomy Mastery Purpose vs. Carrot and Stick (Photo credit: Wikipedia)

    Cash is not the only meaningful reward.

  • Always work with teams because if someone feels responsible for his/her team mates, he/she will try everything to perform better.
  • Gamification can provide you with the steering wheel for your employees.
  • Loved the Thomas A. Edison quote “Vision without execution is hallucination.”.
  • Gamification can be used to improve software testing participation and intensivity, case study: “Thwack“.
  • Scaffolding and Onboarding are important gamification techniques, e.g. at Zamzee where families can get and stay fit.
  • Ever got frustrated using Photoshop? Try LevelUp, a gamified Photoshop training!
  • If a game designer designed the school experience most of us had, it would have been the worst game ever.
  • Have to check out “The Multiplayer Classroom: Designing Coursework as a Game“.
  • Another example of successful gamification of education: “Just Press Play“.
  • I will try the amazing third part of the book (guide for implementation of Loyalty 3.0) for my favorite future fashion store soon.

Hope you learned something, too and want to learn more now (buying Rajat’s amazing book ;)).

I am looking forward to read your comments, e.g. about where you could implement Loyalty 3.0, where do you feel a need for more feedback or purpose, if you do know any of the case studies and whatever comes into your mind. Thanks in advance for becoming a brave one 🙂



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