You have a wonderful product that is going to revolutionize the way things are done. It’s fun to use, easy to use, and doesn’t cost a lot. You’ve been talking about it with all of your friends, and they’re super-excited about it. So you refine the product, put as many resources as you can behind it, and launch with all the hoopla and fanfare you can afford.
Only to see it just sit there.
Why? What happened? Isn’t it obvious that it’s amazing? That it’s better than anything else on the market? Why on earth doesn’t it simply take off?
Most likely, because you were:
1. Assuming everyone wants the same thing you do.
Everyone approaches life from different viewpoints. What you like and what someone else likes can be worlds apart. It’s easy to assume that what you want is what other people want.
2. Assuming everyone is ready for a change.
Change can be very scary for some people. While if you stick with what you have – even if it is inferior – you know how to deal with it.
3. Assuming everyone will pick the better product based on the facts.
Most people make decisions emotionally first, then use facts to build rationales that support those decisions. If you don’t first capture their imagination, the facts won’t matter.
So, do your research. Find out what other people want, what will make them want to change, what makes an emotional connection.
And don’t assume too much.
Thanks to Seth Godin for the inspiration.