The "XYZ" Method:

As a teacher, I’ve spent my career studying what truly resonates and sticks with people over time. Through the years, my observations began to solidify into what I now call “The XYZ Method” - a simple framework that goes beyond the basics of what the business world calls “product-market fit” to define the winning combination of elements that foster genuine connection and lasting impact. 

While I designed this method with students (and teachers, and classrooms) in mind, the principles behind it can apply and benefit in any context where you’re developing a product, launching an idea, or fine-tuning a service to make sure it actually works in practice.

The Flaw in the Formula: Why X and Y Aren't Enough

The "XYZ Method" is built around three fundamental questions:

• X = “Who is this for?”

  (in business, this would be your Ideal Client Avatar, or ICA… in the classroom it would be your students)

• Y = “How does it help them?”

  (this is the problem your product/service/lesson plan solves)

• Z: “How does it make them feel?”

  (aka the often-overlooked "Z-Factor," or Zone of Relevance)

Most businesses, entrepreneurs, and even educators excel at defining X and Y. Carefully crafting their ICA, they pinpoint demographics, pain points, and desires. Based on that data, they develop solutions: products, services, and curricula that directly address those identified problems. Their marketing strategies are often laser-focused on showcasing these solutions, aiming for immediate sales or subscriptions.

And yet, so many brilliant ideas, well-intentioned programs, and innovative products fail to gain traction, sustain profits or spark engagement - even with lots of data to back them up.

Why? Because they are missing the Z-Factor.

Imagine you’ve created an amazing product (or lesson plan!), perfectly tailored for your target audience (X) and offering an undeniable solution to their biggest challenges (Y). It's insightful, effective, and undeniably full of value. But if it only covers X and Y, it’s leaving out the Z-Factor – the crucial combination of elements that ensure what you’re bringing to the table actually lands in the Zone of Relevance for your audience.

This isn't just a business problem; it's a fundamental human issue that I’ve witnessed countless times in classrooms, learning environments, and training programs.

The Classroom Reality Check: Why Even 'Perfect' Lessons Fall Flat

Here’s another a common scenario, by way of illustration: a middle school ESL classroom. You, a seasoned and enthusiastic teacher, have an amazing ESL curriculum - maybe even one you’ve created yourself! - packed with expertly written materials and books, specifically designed for this age group.

So let’s take a look at what you’ve got, through the lens of the XYZ Method: 

• X = “Who is this book/lesson plan/curriculum for?”

  Middle schoolers learning English.

• Y: “How does it help them?”

  It teaches English grammar, vocabulary and reading comprehension at an age and grade-appropriate level.

On paper, this seems like a winning combination. Most people would assume that a well-designed curriculum, perfectly aligned with its audience and purpose, should naturally succeed. But - as any experienced teacher will tell you - that’s not how it works.

All those brilliant books, full of invaluable information, might as well be written in Morse Code if they don’t actually tap into the students' energy, interests, inside jokes and natural curiosity… all things that contribue to their Zone of Relevance. 

And the result? The kids won’t care. They’ll be bored, disengaged, and even the most savvy teacher will struggle to get anyone to pay attention.

All that information, no matter how valuable, remains meaningless to the students.

So, how do you take something worthwhile (X and Y) and make it stick with the Z-Factor?

You start thinking about how your product or service actually makes people feel.

And here is where I should highlight an important caveat: this isn't about manufacturing superficial "good vibes" - it's a nuanced equation that blends a combination of elements to truly connect and keep your audience invested, rather than leaving them frustrated or annoyed. 

The Z-Factor also isn’t something static, something you can just set up and leave running on autopilot. This means that it must be both cultivated and protected, consistently over time - it is the living, breathing part of your brand, whether you are a teacher or a product designer, a coach or a computer engineer.  

Duolingo's Dilemma: When the Z-Factor Flies The Coop

A very public, real-life example of this equation can be found in Duolingo’s recent announcement of their "AI First" model. Their decision, and the fallout that followed, further highlight the elusive nature of the Z-Factor: indeed, how can something so essential be so fragile? The online backlash and “mass deletion” of the app may have come as a surprise to many - or at least, to the company itself - but to me, it was simply the XYZ Method playing out.

For a long time, Duolingo has mastered X and Y with a seemingly effortless, often silly brand identity. They built an incredible language-learning product (Y) that served millions of people from different age groups and backgrounds (X). And for most of that time, they also had the Z-Factor locked in. People became “Duolingo Loyalists” because the entire brand and app experience made them feel good about learning a new language. There was a sense of playful challenge, consistent progress, and a fun community vibe through their unpredictable, unserious social media and the sarcastic antics of their iconic Owl. 

So… with the X, Y, and Z seemingly figured out, what on earth went wrong?

As I mentioned, the Z-Factor is deceptive. It's not just about temporary good feelings; it's about looking out for your audience and setting them up to win, not just in the here and now but also (and especially) over the long-term. Duolingo built a loyal user base rooted in genuine connection and a distinctly human-centric product experience. Suddenly announcing an "AI First" shift in focus - to this particular audience - fundamentally altered, and even fractured, the underlying foundation of emotional trust.

Because of what I know from years of seeing the XYZ Method in action, I believe the backlash following Duolingo’s announcement wasn't necessarily about the technical decision to use AI. As I mentioned in a previous newsletter, public aversion to AI isn’t a monolith, especially when we see mounting evidence of users’ increasing addiction to AI as their “therapist” or “virtual bestie” - so it’s short-sighted to simply blame “AI” in and of itself for the fallout. 

The strong negative reaction in this case was instead due to users feeling betrayed, feeling their trust undermined, and their experience devalued in favor of machines.

Duolingo’s delivery of the news gave users whiplash and tanked ratings because it felt like the company sold out - that they no longer prioritized the shared feelings of genuine progress and connection, that they no longer cared about the users who literally make the app what it is by using it.

Duolingo has had a magnetic pull for so long because of the mass appeal that grew exponentially every time a friend, family member or colleague shared their learning streak, laughed about the Owl and shared Duolingo’s silly social media videos with their chat group.

By decentering their userbase - knowingly or unknowingly - Duolingo lost touch with a huge part of the Z-Factor that defined it for so long. This is what I mean when I say that the Z-Factor must include a plan to help your audience, classroom or clients feel like they are winning in the long run. Duolingo unfortunately did the exact opposite. The seemingly overnight decision to switch to “AI First” - with no context, no attempt to connect the use of AI to something palpably meaningful or productive for users - very quickly introduced a sense of betrayal and even contempt from their audience. 

Igniting Your Z-Factor: Building Connections That Last

The reality of being (and staying) relevant, whether it's in a classroom of rambunctious middle schoolers or in the hands of raving app fans, isn't (and shouldn’t be) just another item to check off your to-do list.

That’s because the Z-Factor isn’t something you DO… it’s something you ARE.

It's the relationship that you build, and then continually nurture, with your audience.

This is why so many successful companies, brands, and service providers eventually hit a wall, lose their way, and then lose sleep, wondering where and how they went wrong.

Every day now brings another announcement of some new version of AI - and with those new versions come new possibilities and new pitfalls to avoid. The truth is that information itself - no matter many times it’s repackaged and resold - is no longer enough. 

The X and Y, while definitely essential, are also definitely insufficient on their own. 

The market is flooded with "lookalikes" and endlessly regurgitated content. In the midst of all the noise, all the overwhelm, and all of the impersonal formulas… the Z-Factor - the Zone of Relevance - is what will ultimately distinguish you, elevate your offering, and create an undeniable connection with your students, your clients… your audience and your community.

Yes, it might feel like “just another homework assignment” but believe me, the Z-Factor is what brings everything to life: what gets students fired up for another day of class and what turns casual app users into raving fans. 

And the best part? Once you discover and consistently apply that Z-Factor, you won't just achieve success for yourself and your bank account: you'll bring your audience, students, and clients along with you, so that everyone wins. 

That's the kind of world I want to live in - and if you feel the same, then I invited you to come back next week to learn more about finding (and keeping) your Z-Factor front and center in your life, and in your work.