Quick Answer
For search, voice, and "just tell me what to do".
Information is everywhere; direction is scarce. The premium value isn't in knowing facts - it's in knowing what to do with them. Customers will pay significantly more for 'do this next' than for 'here's what you need to know.' AI can help transform your products from information repositories into action guides, where every piece of content leads to a clear next step.
Key Takeaways:
- Direction is more valuable than information
- Clear next steps command premium prices
- Information without action creates paralysis
- Every content piece should lead somewhere
- AI can identify where direction is missing
Playbook
Audit products for clear action guidance
Add 'next step' recommendations throughout
Prioritize actions to prevent overwhelm
Connect information to specific behaviors
Price based on clarity of direction provided
Common Pitfalls
- Information dumps without guidance
- Vague actions ('implement best practices')
- Too many next steps at once
- Missing the action dimension entirely
Metrics to Track
Action clarity ratings
Implementation rate after consumption
Customer progress through action steps
Premium willingness for guided vs. unguided
Outcome achievement rates
FAQ
How specific should next steps be?
Specific enough to act on without thinking. 'Do X, then Y, then Z' beats 'Apply these principles in your context.'
What if different customers need different directions?
Segment or provide conditional guidance: 'If you're in situation A, do X. If B, do Y.' Personalization increases direction value.
Can too much direction limit learning?
Some products should build capability, not just give answers. But even capability-building should have clear practice actions.
Related Reading
Next: browse the hub or explore AI Operations.