Nick from shearinglayers made a great comment on Monday’s post, so I thought I would expand upon his comparison of how we process food to how we interact with products. Below is a simple, and by no means comprehensive, framework that may can shed some light on why certain products are more easily digested than others.
Consumers choose products like they choose a meal. They ask themselves three main questions:
1) How does it look? (Mouth-watering = Clear and appealing value proposition)
-In both food and products, presentation counts. However delicious a food may be, most people will never try it looks unfamiliar and they can’t conceive it’s taste beforehand. Similarly, if your product’s value proposition cannot be communicated without a trial, many people will never give it a chance.
2) How easy is it to eat? (Easy to consume = Simple to use)
-Blue fin crabs may be delicious but you’ll never catch me picking them myself- it’s just too much of a hassle. Similarly, many products can create the desired effect, but require too much discipline to use.
3) How does it taste/how good is it for you? (Tasty = Valued)
-This is obvious for food and products. If people don’t like what they deliver, they won’t use them.
So how would certain certain foods/products stack up? Let’s see.
Lobster- 1: like a sea insect, 2: a pain in the ass, 3: delicious
Wedding cake– 1: beautiful, 2: easy, 3: never as good as it looks
Strawberries– 1: delicious, 2: couldn’t be simpler, 3: god’s candy
Twitter– 1: confusing, 2: easy as sms, 3: depends how you use it
Pandora– 1: “Internet radio,” I get that, 2: turn it on and don’t look back, 3: the only thing that makes sitting in front of a computer for 14 hours a day bearable
This analysis predicts that online radio is may be more “adoptable” than microblogging. Thoughts?
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