The Star Wars Guide to Net Promoter Score

So, today I want to discuss an impressive article that combines two things I dislike and transforms them into something I surprisingly enjoy. It's called "The Star Wars Guide to Net Promoter Score," and it has been on my mind for several weeks.

What's striking about this article is its absolute madness. It defies my understanding of what a blog post should be. It appears to be written on paper, featuring a hand-drawn aesthetic with sketches, officially licensed Star Wars references, script excerpts, and character illustrations. It even includes interactive dolls that can be moved around. However, despite all this, it covers a rather generic topic—Net Promoter Score.

By most standards, this article seems terrible. There is no meaningful connection between Star Wars and Net Promoter Score. The references to Star Wars are tenuous at best, such as comparing customers not betraying you to Anakin. The topic and framing are poorly matched. Furthermore, the article doesn't perform well in search rankings, attracting irrelevant keywords like "Star Wars guide" instead of driving traffic to Typeform, the solution it promotes.

However, despite all these drawbacks, I still consider this a good article, and I believe Typeform has executed something clever. The article's sheer madness has kept me thinking about it for weeks. Whenever Net Promoter Score or any consumer success metric comes to mind, I immediately recall this article and associate it with Typeform. This unconventional approach goes against typical content marketing strategies, where readers are guided through a funnel. But considering the saturated landscape of Net Promoter Score articles, standing out and adding value above existing content is incredibly challenging.

Typeform found a unique differentiator, going to extreme lengths to create a Star Wars-themed article. How many other articles out there have put in this level of effort and detail? It is the execution that truly matters here. The article itself may not be exceptionally well-written or compelling, but the commitment to this mad concept is what sets it apart. It serves as a memorable PR stunt, designed to be remembered and shared.

In crowded markets where the same topics have been discussed extensively, extreme measures are necessary to differentiate oneself. This type of article is an effective differentiator in the current landscape and will likely generate business for Typeform, even if attribution may be challenging.

So, there you have it—the Star Wars Guide to Net Promoter Score, the craziest thing I've come across. While it falls short in many traditional success metrics, it surprisingly stands as a great article that defies expectations.