September 1, 2020

As advertised

Black Tomato

When you take your products out to me the world, even when everyone understands the value they bring, it’s likely that they’ll meet a more skeptical and less open reception than you’d like. There are as many reasons for this as there are customers, but one that’s easy to overlook from your end of the telescope – where you see what looks and feels like customers who aren’t willing to try new things – feels very different from their perspective.

To them, you’re not asking them to try new things … you’re asking them to do new things. To change the way they do what they’ve always done, to trust something new and to trust that it will work as advertised and continue to work for as long as they need it.

It’s not about the product, it’s about the leap of faith.

Skippy strategy: Remove the faith from the leap.