Every couple days I hear about a new App it seems, and a lot of them have to do with getting something more quickly, with more convenience than before. I want Chipotle, boom! Postmates is there and someone will deliver for 5 bucks, Car-ride – Uber, Random product – Amazon, Random task – TaskRabbit, House to rent for a vacation – AirBnB.
Things are getting enormously easier and more catered to each individual need because people understand that someone will pay a couple extra bucks (or hundred bucks) to not have to spend their own time and effort for some things.
Delightful, Personal experiences are disrupting existing industries and companies
What do you do if your whole companies differentiation was built around being a commodity, and have been well-established for a long time and someone comes into your space with an App and a system for allowing people to help each other with a nominal fee added onto each transaction to maintain the infrastructure? Well, you’re screwed. Or you have to compete and become a better version of your selves. For instance, hotels will need to give a more personalized approach if they find AirBnB cutting into their bottom line, or find an entirely new way to set themselves apart.
What can we learn from these massively disruptive technologies?
Well as a web designer in Minneapolis, I know that there are ways Squarespace, Weebly and Webs have become ubiquitous and allowed people to put out websites that are easier to make and get launched than ever before. What’s strange in this situation that I’m not looking to make my services cheaper but rather think about the psychology of people that want to buy a website but aren’t ready to spend 10 or 20 hours populating a template that is given to them and making the changes only to find they aren’t able to do everything they want to do themselves. By recognizing the prime demographic’s core emotional needs, you can deliver that with the way you present your services and ultimately make the alternative look silly or obsolete by comparison – if indeed you have what they’re after of course.
Be the disruptor by adding convenience to the process
Convenience is a way that even the most established companies like those competing with AirBnB or Uber (the hotels and taxi industries) can wield. Perhaps I want the pool, the spa, the familiarity, the proximity. Maybe I need the infrastructure to feel secure, and when you know your demographic you can cater to these emotional needs and play up the aspects of your business that allow your core demographic to make the comfortable choice – you.
For disruptors like myself, the convenience is easy to add. I simply allow them to make less choices and have less touch points with me if they want. By being the expert in my particular field I can forsee difficulties and communicate those clearly early on so that they don’t get to the proverbial baggage claim and find their stuff was shipped to Honolulu. The key is communication early and often, allowing people less choice is actually an enormous value add if you’ve vetted the options previously and made an expert decision rather than giving them 10 options and making them do the work.
To match the disruption of this amazing new generation of Apps
- Personalize to individuals anywhere possible
- Wield your strengths like the secret weapon
- Think about the psychology about the types of people that would rather go with a company like you than the alternative
- Go in a new direction – how could ‘Convenience is King’ be applied to your customers situation, and how could you offer that for high return.
- Allow people less choice by giving them only what they need
- Communicate early and often possibly even adding a progress bar or a way to track