All sales people are looking for easy sales. When the customer buys – not you selling. No matter what, the customers seem to flow into your order books without any effort at all.
You’re in the Tornado.
The term “Tornado” is perfectly defined by my favorite marketing author Geoffery A Moore; author of the bestselling book “Crossing The Chasm” and following “Inside The Tornado”. In the serie of books Moore dicusses how to bridge the chasm in the technology life cycle between visionaries and pragmatists by defining your smallest niche and buildning a bridge-head on the pragmatist’s “Tornado” shore of the chasm using a bowling pin strategy. In my blog post Niche Marketing Defeats Large Competitors I go a little deeper in this topic of how. Interesting though that’s a lot of efforts and may take good piece of time.
And – more important – that strategy was introduced long before the social medias were born.
Nowadays we have examples as King (Candy Crush Saga) and more companies that really take advantage of the social media technology for their success. I’m pretty sure Candy Crush hasn’t been that huge success without Facebook. What’s new is that King builds the social media into the business model itself.
In Candy Crush Saga, Facebook is not a fancy add-on, it’s literally the true salesman for aquiring new users, collaboration between them and of course building the loyal community that will continue to spend time and money in the product.
Well. You may say this would only apply for consumer products or services, not B2B. I think it can, at least for digitial services. And if you do your Toothbrush Test.
A toothbrush test is a way of testing if your product is used frequently enough to change peoples lives. You’ll not gonna change somebody’s life if your product is used one or twice a week. But if your product is so compelling or desirable that people will use it as often they brush their teeth – in average two times per day and as a habit – then you will have a good starting point for a tornado.
Then it’s a question of how large your target group is – how many people would change their lives using your product. It doesn’t matter if your product is even so amazing for your favorite customer, if it’s not applicable to more than them.
A couple of weeks ago I visited Singularity University in Silicon Valley. Their mission is to research in and inspire leaders to apply exponential technologies to address humanity’s grand challenges. To change the lives of billions of people. I learned, if you want a massive tornado, start change your perspective: For how many can my product change their lives? And in what way?
Here’s the paradox; you need to narrow down your idea to a tiny vertical, but the customer need have to be valid for many more people than in this initial vertical to get a tornado in place. As it’s told in the book “Crossing The Chasm” you first become the market leader in one verical and then, maybe after years, the adjacent verticals will fall as bowling pins since they have identical needs, and at the end creating that tornado.
Of course you haven’t got that time. You want the tornado now. The toothbrush customer need is your key to very fast create your tornado.
To succeed, you need to switch your perspective looking more at customer need than features you have in your existing product. To start, ask the following questions to yourself:
- Can you narrow your business idea to fulfill one single core need?
- Would that fulfillment change the lives for many people you’re targeting?
- Will your product be used (at least) twice a day?
- Is it easy to make it a habit? Gamification has the potential to add stickiness to your product in a whole new way
- Is your product easy to share or – better: is the social medias a part of your service and business model?
Happy to be with you today, we’ll keep in touch!