ReWork

There’s an endless supply of customers who need exactly that.
    And there are always more people who are
not
using your product than people who are. Make sure you make it easy for these people to get on board. That’s where your continued growth potential lies.
    People and situations change. You can’t be everything to everyone. Companies need to be true to a
type
of customer more than a specific individual customer with changing needs.

     
Don’t confuse enthusiasm with priority
    Coming up with a great idea gives you a rush. You start imagining the possibilities and the benefits. And of course, you want all that right away. So you drop everything else you’re working on and begin pursuing your latest, greatest idea.
    Bad move. The enthusiasm you have for a new idea is not an accurate indicator of its true worth. What seems like a sure-fire hit right now often gets downgraded to just a “nice to have” by morning. And “nice to have” isn’t worth putting everything else on hold.
    We have ideas for new features all the time. On top of that, we get dozens of interesting ideas from customers every day too. Sure, it’d be fun to immediately chase all these ideas to see where they lead. But if we did that, we’d just wind up running on a treadmill and never get anywhere.
    So let your latest grand ideas cool off for a while first. By all means, have as many great ideas as you can. Get excited about them. Just don’t act in the heat of the moment. Write them down and park them for a few days. Then, evaluate their actual priority with a calm mind.

Be at-home good
    You know what it feels like. You go to a store. You’re comparing a few different products, and you’re sold on the one that sounds like it’s the best deal. It’s got the most features. It looks the coolest. The packaging looks hot. There’s sensational copy on the box. Everything seems great.
    But then you get it home, and it doesn’t deliver. It’s not as easy to use as you thought it’d be. It has too many features you don’t need. You end up feeling that you’ve been taken. You didn’t really get what you needed and you realize you spent too much.
    You just bought an in-store-good product. That’s a product you’re more excited about in the store than you are after you’ve actually used it.
    Smart companies make the opposite: something that’s at-home good. When you get the product home, you’re actually more impressed with it than you were at the store. You live with it and grow to like it more and more. And you tell your friends, too.
    When you create an at-home-good product, you may have to sacrifice a bit of in-store sizzle. A product that executes on the basics beautifully may not seem as sexy as competitors loaded with bells and whistles. Being great at a few things often doesn’t look all thatflashy from afar. That’s OK. You’re aiming for a long-term relationship, not a one-night stand.
    This is as true for advertising as it is for in-store packaging or displays. We’ve all seen a TV ad for some “revolutionary” gadget that will change your life. But when the actual product arrives in the mail, it turns out to be a disappointment. In-media good isn’t nearly as important as at-home good. You can’t paint over a bad experience with good advertising or marketing.
     

     
Don’t write it down
    How should you keep track of what customers want? Don’t. Listen, but then forget what people said. Seriously.
    There’s no need for a spreadsheet, database, or filing system. The requests that really matter are the ones you’ll hear over and over. After a while, you won’t be able to forget them. Your customers will be your memory. They’ll keep reminding you. They’ll show you which things you truly need to worry about.
    If there’s a request that you keep forgetting, that’s a sign that it isn’t very important. The really important stuff doesn’t go away.

CHAPTER
PROMOTION

Welcome obscurity
    No one knows who you are right now. And that’s just fine. Being obscure is a great position to be in. Be happy you’re in the shadows.
    Use this time to make mistakes without the whole world hearing about them. Keep tweaking. Work out the kinks. Test random ideas. Try new things. No one knows you, so it’s no big deal if you mess up. Obscurity helps protect your ego and preserve your confidence.
    Retailers experiment with test markets all the time for this reason. When Dunkin’ Donuts thought about selling pizza,