How To Sell in the World of “Free”

Here’s the 7 selling points of the future.

Unlike DVD bootlegs or Chinese knock-offs, digital copies aren’t cheap — they’re free. Small difference, huge impact.

Digital copying allows for super-abundance, and what’s super-abundant becomes worthless. If your product/service can be digitised, it will be. Every song, movie, book, idea, and 3D-printable object will inevitably become worth $0.00.

Don’t despair, though.

In his 2008 article Better Than Free, WIRED founder Kevin Kelly predicted 8 things consumers would still pay for in the World of Free. The following 7 were the most prescient:

Immediacy

In the World of Free, people will pay for priority. We already shell out $20+ to see new releases at the cinema — even though they’ll streaming in our living rooms (for free) weeks later. Hard-cover books and video game pre-orders command the same premium.

Personalization

In the World of Free, people will pay for customization. Bespoke diet plans based on our DNA (e.g., Habit) already sell for $100s, despite the millions of free alternatives. Tailored suits, inscribed jewelry, and custom furniture follow the same concept.

Interpretation

In the World of Free, people will pay for expertise. We already hire experts to teach us how to use free software (e.g., Red Hat, Apache), and fix it when it breaks (e.g., Geek Squad). Private tutors, WhenHub’s Interface app, and Fiverr will all survive in the World of Free.

Authenticity

In the World of Free, people will pay extra to shop from a trustworthy source. Think: Netflix(movies), Kindle (books), Steam (video games), Spotify (music), Medium (articles), etc. We pay these platforms because they guarantee the genuine article, with zero viruses.

Accessibility

In the World of Free, people will pay to outsource “ownership” of goods/services – as long as access is available on-demand. Think: iCloud (apps), Google Drive (files), Turo (cars), WeWork (office space), TaskRabbit (labor), etc.

Embodiment

In the World of Free, people will pay to experience things in person – even if they could watch remotely for free. Think: live concerts, court-side seats, Tony Robbins seminars, etc. The fun question here is: Where will VR fall on the spectrum of “being there” and “watching remotely”? (I predict VR will fall closer to the former).

Findability

In the World of Free, people will pay for curation. As options continue to multiply, filters will become more of a necessity than a luxury. Think: Stitch Fix (clothes), Graze (health foods), Loot Crate (collectibles), and magazines.

Want to future-proof your business? Figure out how to incorporate one or more of these features into your offering.