It’s never been “work at the office” versus “work from home”.
It’s about giving people the possibility to choose where they are more productive and can deliver their better job. And most likely, for most people, that will end up being a healthy combination of the two.
Not everything is a war and the most beautiful stuff is often found in the middle.
More instructions.
A little longer text.
One more pop-up to tell users where to go next.
A tooltip with some additional information.
An example to explain what you mean.
These are all things that (almost) nobody will read. Ever. People are not on the web, they don’t use tools and services, they don’t download apps because they lack stuff to read. They do all that to help their own personal and professional journey. And if the website, the tool, the service, the app is designed in a way that requires hand-holding, they will just leave and move on.
The world is full with alternatives.
There might be many wrong aspects in these emails (and some good too), but the key thing here is that they reflect a bias – or a series of bias – that many founders fall for.
It’s the idea that just because they do work (successfully in this case, but that is not necessary) in a certain way, then everybody else is supposed to do that too.
It’s the idea that by doing more of the same they will automatically scale the results.
It’s the idea that in order for their employees to show they care, they need to conform and comply.
This is typically building an enormous blind spot for founders and their companies. And that’s very dangerous in the long term.
For any recipe you have found that has worked, there are at least other ten that go in the exact opposite direction. And still work.
That’s why it is so important to find a way that matches who you are and what you stand for. A way you are absolutely and completely comfortable with. A way you would use even if no one would be watching.
In any other cases, you are just drifting.
There are many myths in marketing, that marketers would do better forgetting about. Or at least, putting them in the right context.
A/B testing is one such myth. Not because it doesn’t work, it’s a fantastic idea. But the organisations and the marketing teams that can do A/B testing effectively are only a few.
For that, you need a high enough traffic, a high enough budget, a set-up that allows you to track and compare things, and most importantly consistency and patience. And even when you have all of that, more often than not you will get misleading or contradicting results.
Instead of falling in the measurement trap, focus on basics: who is your customer, what they care about, where do they hang out, why should they pick you. This is going to deliver far more solid results than any weak testing you might be wasting your time with.
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