What’s the Banana?

When you visit a new website, ask yourself


“What’s the banana?”


What action am I being encouraged to take? Is there

  • a button to click
  • information to enter
  • something to ‘share with a friend’


When designing your own site, it’s worth asking “what’s the banana here?” Consider whether you’re leading clearly towards the action you want other people to take.


If it’s click here because you know your product or service will help them, have you clearly communicated how and why? Is it obvious what they will get when they accept your offer to click?


If you’re asking for an email address (website) or phone number (dating site) have you established the trust required before that person gives you permission to contact them? Have you articulated why hearing from you is in their best interest?


When people share a link, a photo or a story with their friends it can be for one or more of a few reasons. Consider what might be the impetus for them to to share your work.

  • They believe this is information (or entertainment) that their friend will find valuable. It will help them or make them smile.
  • In sharing this, I say something about who I am and what I believe in. I’m a funny guy who likes to make people laugh by sending hilarious memes. I’m cultured because I read the New Yorker and want to demonstrate it to you by sending you this article I found.
  • This resonates with me and I think it might resonate with my tribe. By inviting the group to share in this [story, video, article, image] we establish a bond that unites us further.



Of course this way of thinking isn’t only applicable to websites. It’s also relevant when you’re designing a product or experience. How do you lead your [audience/customer/user] from where they are to the action you want them to take to get the most benefit?


In conversations. It’s worth asking yourself,

“What am I trying to communicate here?”

“What’s the banana?”

“Am I sharing information so you can make a better decision?”

“Am I explaining what I’m working on and looking to enrol you on the journey with me?”

“Do I need your help with something?”


If you can’t answer the question for yourself, how can you expect others to see the banana and know what to do with it?


Getting clear on what you’re seeking to achieve is a big step forward in making it happen. Once you know the effect I’m trying to have, you can optimise how to communicate and lead others towards it.


What’s your banana?


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