When a person comes to you with a problem, pointing at the fact that they are the reason behind the problem is not going to set them at ease or help them get past it.
When a customer comes to you with a problem, telling them that their behaviour is why the problem exist is not going to set them at ease or help them get past it.
Reality and facts are really of little help when emotions are involved.
A practical way to rank opinions.
Aim for 1 or 2 when you have to make decisions that matter. Use 3 to broaden your perspective, but carefully understand how to filter through it. Entertain yourself with a controlled amount of 4. Run when people start arguing based on 5.
It would be fair to rank this post a 3.
What is valuable to your audience?
We design experiences with our own benefit in mind, trying to make life easier for us, adding an additional step so that we don’t have to do some more work.
And the burden of all this, of course, is on the user. Who has options and kindly says, no thanks.
It’s not enough that you make your story clear for yourself. You also have to make it clear for those you serve.
Most companies have a clear idea of why they are in business, of the problem they solve, of the new world they want to build. But then they stop there. They fail to put in the work that is necessary to spread the word, to tie goals into their vision, to buy others into their perspective. And that’s why most companies feel like they are exactly the same.
Differentiation also means leveraging that unique story and making it relatable. If you don’t understand this, you are in a perfect competition.
If you’re innovating in a nascent market, the push for recognition of your product category needs to be a major chunk of your go-to-market strategy.
Stewart Butterfield, From 0 to $1B
It does not tell much about our product.
What about talking about that feature we have spent all that money on?
We should probably play it safe.
I don’t think it’s going to work.
It’s nice, but it lacks appeal.
Why don’t we put a nice picture with a smart description of our product capabilities?
I am sure whoever is behind this genius campaign by 3M has heard some versions of this many times, as many marketers have. Some give up, some persist.
One way or the other, keep in mind that people are not moved by rationality.
You've got this 