lazy-vain-selfish-users
Use when designing onboarding flows, writing marketing copy, or creating the first-mile product experience to capture attention from indifferent users
Full skill instructions
Modern internet consumers possess three inherent attributes: Lazy (no time/patience), Vain (driven by ego/habit/social standing), and Selfish (need immediate "what's in it for me"). Product design must solve for all three.
Core principle: Design for the real indifferent user, not the ideal interested user.
┌─────────────────────────────────────────────────────────────────┐
│ THE MODERN USER │
├─────────────────────────────────────────────────────────────────┤
│ │
│ ┌──────────────────────────────────────────────────────────┐ │
│ │ LAZY (Cognitive Miser) │ │
│ │ • No time to figure out your UI │ │
│ │ • Requires: Zero Friction │ │
│ │ • "Blow my mind instantly" │ │
│ └──────────────────────────────────────────────────────────┘ │
│ │
│ ┌──────────────────────────────────────────────────────────┐ │
│ │ VAIN (Ego & Habit) │ │
│ │ • Existing habits and strong ego │ │
│ │ • Requires: Status/Identity alignment │ │
│ │ • "Make me look good" │ │
│ └──────────────────────────────────────────────────────────┘ │
│ │
│ ┌──────────────────────────────────────────────────────────┐ │
│ │ SELFISH (Utility) │ │
│ │ • Doesn't care about your features │ │
│ │ • Requires: Immediate Value │ │
│ │ • "What's in it for me?" │ │
│ └──────────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────────────┘
Source: Anuj Rathi (Jupiter Money, Swiggy) / Scott Belsky via Lenny's Podcast
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