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Your Data Addiction Is Killing Product Growth
The invisible chains that bind founders to data instead of people — and how to break free
When hundreds of people from a rural village crowded around to receive eyeglasses at just $3 a pair, the organizers at VisionSpring were certain they were about to change the lives of an entire community.
But when villagers were presented with a choice of ten frames, 65% suddenly changed their minds. They had walked for miles, waiting for hours in the hot sun, then chosen to return home empty-handed.
The organizers were so baffled that they got in touch with legendary marketing expert Seth Godin. After spending an entire day observing the process, Godin suggested removing the final step of asking people what color of frames they wanted. They simply handed each person their designated pair.
Sales doubled.
Letting people choose their own frames had positioned glasses as an optional commodity, not an essential medical device. Imagine how you might react if your pharmacist asked whether you’d like your medicine in pink or blue!
All too often, entrepreneurs market their products like proud parents. We see the intricate details of our innovation, but customers are left confused. VisionSpring had…
