When something is new, it is easy to get blinded by the newness and confuse whether people really need it. Here’s a simple test Larry Page employs – The toothbrush test. Will people use it as often as they use their toothbrush? And lets hope that’s twice a day!
When something is totally new, the biggest enemy is the inertia of doing nothing. It’s much harder than getting people to switch to a substitute. A substitute only has to be a better value equation. Something which is a step change needs to be life changing to the point where it becomes a new daily ritual.
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