As you know, there is a great X (substitute X with any of follows: TED conference, book, article, research, …) talking about the precise moment someone meets many similar products, and he should choose one.
This is the so-called Paradox of Choice.
- 2004. Book Published.
Some people are standing before of many many different flavors (or colors, or just labels :D), they are happy to try them; but few then buy, even one.
On the opposite, an exposition of few different samples receives less interest, less people come to try. But magically many of them buy one. Why that? Paradox of Choice.
- 200x. Researches.
Many proved the same results. Seems we need something, or someone, to narrow our possibilities in order to be satisfied buy, or decide, or vote.
- 2009. Knowing What You Like Versus Discovering What You Want: bla bla bla….
They found that consumer doesnt want to choose if he isnt part of the decision process.
In fact when there were many infos on each single choice, people were able to understand and then to decide what to like, to buy.
If you think about it, it’s AWESOME: It’s one rare time when I see that we are truly a senzient species, brain-equipped! Or maybe just untrusty: make me understand what I’m looking at, and only then I’ll decide what to take.
But you know where is the catch, right?
Yes, the Illusion of Understanding, exactly!
We dont really get all the time what’s that weird, strange, unspeakable, alien-made word; ie HDMI in the tv section. Or even worse when we need to compare something; ie HD or Full-HD – in the same area like before, I was lazy to move.
So, how do convince ourselves that we know what we are doing?
Tricky thing is we dont admit our ignorance (if you want me to admit “dont” it’s a mistake, youre losin your time).
That means we never ask “what really is HDMI?”. Especially when the sign (or worker or whatever) says “HDMI equipped, not SCART or, (laughing) ehehe, even the old RCA+S-video”. Our answer then is “(laughing) ehehe, of course! Who uses them anymore? By the way, which HDMI version? Is golden or silver one?”.
And we happily buy it. Because we were part of the process. Because we got it.
Huh, ok, nice story. What’s the point?
The point is, I love the idea of proximity marketing (see it around soon), but the ultimately way to connect product to market is by knowledge, not by choices. Yes! I said connect, not sell. I dont care about selling, I care more that we make smooth and enjoable the process to decide what we want. I dont want to hear anymore “huh, you! You have a degree in computer science, right? What do you suggest me, LCD or Plasma?”.
So remind of this post when you’ll notice that your device is making you more aware about that product in front of you, not selling you some shit acronyms WTFIDTK, but explaining you gently what you need to know. If you really know it.
if this post arises you an impulsive need to start a business, embracing some concept found here, maybe you can consider that SOMEONE is already working on it. Just contact me and maybe we can make it better!
Was it Interesting? Maybe you should check another of 5 Big Ideas to Get You into The Future
WHERE IS YOUR CUSTOMER? HERE!
YOU WALK ON THE STREET, AND SUDDENLY YOU NOTICE A BEEP. CHECK YOUR MOBILE AND YOU FIND THAT YOUR “MAJORDOMO” HAS A SUGGESTION FOR YOU. “Sir, may I suggest you, there is a jewelry shop near, which sells exactly the model your girlfriend likes (she posted it on facebook). It’s discounted and her birthday is in 10 days“. AMAZING, ISN’T IT?.
HEY YOU! 1.000 MILES AWAY
YOU WRITE SOMETHING, SKETCH OR SNAP A PICTURE. IF YOU WANT YOU CAN SHARE IT IMMEDIATELY AROUND YOU, WITHOUT INTERNET.
WOULD YOU LIKE TO TALK, WHILE ALL OTHERS LISTEN TO YOU?
IMAGINE YOU CAN WALK AND RECEIVE ALL INFOs YOU NEED. EASILY. FILTERED. WHEN YOU WANT. AND, FOR FREE.
HI STRANGER. WANNA TALK?
YOU WALK SAME STREET EVERYDAY. AND OFTEN YOU MEET NEW FRIENDS AND PEOPLE WITH SIMILAR INTERESTS. TOO BUSY NOW, HAVING TOO MUCH FUN. THANKS TO THE LOCAL POWER.