We have more and longer meetings. Bigger teams. More complicated processes. More time and resources spent. On a yearly basis, we get more management tools and hacks. We preach simplicity but forget how to build a useful and usable product. We want innovation, but we keep rigid roadmaps that can’t be changed. People want to contribute with great ideas but all they end up doing is pick up another ticket from Jira. And with all of that, we get more and more waste. But there is a better way of designing and building, one which has less mass.
As Google plainly phrases it, Micro Moments are your “intent-rich moments when decisions are made, and preferences shaped.” But this belies what Google can’t say: your need-it-now mentality usually occasions uncomfortable feelings of anxiety and fear.
Whether you’re aware of it or not, you have Micro Moments about 150 times per day. You will see ads during most of them. These ads speak to what you seek, play on the emotions that are unlike you, and fit your age, income, gender, location, browsing history (and all the other targeting methods I outlined in Part One).