TLDR;
This video discusses strategies to lower barriers to adoption for new products or services. It emphasizes the importance of user-friendliness, avoiding unnecessary complexity, and recruiting evangelists who believe in the product's potential to improve the world. The key takeaways include simplifying the user experience, ensuring the product is accessible and doesn't require specialized knowledge, and actively seeking out individuals who can passionately promote the product.
- Simplify user experience and flatten the learning curve.
- Avoid asking customers to do things you wouldn't do yourself.
- Actively recruit evangelists to promote your product.
Lower Barriers to Adoption [0:17]
To lower barriers to adoption, avoid creating products that are overly complex or require specialized knowledge to use. The goal should be to make the product as user-friendly as possible, similar to plugging in a device and having it work immediately. A negative example is BMW's iDrive system, which requires extensive training to perform simple tasks.
Avoid Unreasonable Customer Expectations [1:38]
Never ask customers to do something that you yourself would not do. For example, don't expect them to go back to school to understand how to use your product or spend excessive amounts of money. A positive example is the Hyatt Regency in Kauai, which provides free laundry rooms in every wing of the hotel, reducing the burden on guests.
Recruit Evangelists [2:23]
Recruit evangelists who see your product or service as a way to improve the world. These individuals are not just stockholders or employees; they are passionate advocates who believe in your product's potential. Evangelists promote products that are fundamentally different and better. Instead of waiting for evangelists to emerge organically, actively seek them out to increase the leverage of your marketing and sales efforts. Examples of companies with strong evangelists include Tivo, Harley Davidson, Apple, and Netflix.