Categories
Market

Dishonesty by Omission

Dishonesty is easy. Dishonesty by omission is even easier.

Sometimes, dishonesty disguises itself as innovation. For example, Google is dishonest about the user data it collects. This crafty monetisation strategy is easy to justify: Free Search, Better AI, etc. But it’s still dishonest, and it leaves a bad taste.

Facebook is another example of deceptive innovation, trading your privacy for profit. They’ve built an amazing product, but at what cost?

Apple understands this principle. Since they don’t compete in the big-data arena, they can uniquely offer their products as more private. They advertise this, knowing that privacy influences buying decisions.

User awareness of these ethically-grey practices is growing. As a result, there now exists a “Free-Pause” – a hesitation while our audience asks what’s in it for you?

There’s no need to throw away big-data innovations, but we must commit to being more transparent with our customers about how we make money.

How can you to set your audience’s cynical minds at ease?

Categories
Market

Colour and Meaning

Choosing a product name is hard. There are two schools of thought:

  1. Spend time finding the right name, it should be memorable, unique and descriptive. Your URL should be easy to remember.
  2. Name isn’t important. Your brand builds its own meaning over time. Choose the first random words that come to mind. Any domain will do.

I’d suggest that these are both right.

Your name is important. Your brand does build its own meaning over time. Your name should be memorable, but only needs to be unique in your niche. Finding a good URL can be helpful, but isn’t that important.

Should your brand be descriptive, like Meetup.com, GitHub, or iPhone?

Or, should your brand be random, like Gimlet, Apple, or Drupal?

I believe the best names are a mix of both. They use metaphor to allow both colour and meaning. Consider:

  • Google – A googol is a huge number, a metaphor for the amount of results.
  • Amazon – The largest river in the world, just like the online store.
  • Basecamp – An area used for staging a long climb, or your project.

Find a metaphor for your product, and from that, find a word which is short and memorable. You’ll figure out a domain name that works.

Categories
Experiment Market Measure

Minimum Viable Marketing

We’ve all heard about lean product development principles: Create a Minimum Viable Product (MVP), measure its performance, and iterate.

We could apply this same principle to many Product disciplines. Take marketing, for example. Often, a Product team will hire a marketing manager or consultant and launch a campaign, aiming to reach as many eyes as possible.

Here’s another approach: A Minimum Viable Marketing (MVM) campaign.

Define a small campaign targeted only at the early adopters amongst your market segment, using words like Innovative, Pioneer, Breakthrough, Private, Limited, and Now. Choose just one channel to reach them on.

No need to build out every asset for every medium. No need to get the alignment just so. No need for pixel perfection. No need to wordsmith.

Since you’re starting small, take the time to get to know your audience. Talk with them, without any hint of self-promotion. Show them your marketing materials and gauge their thoughts and reactions.

Then iterate.