New products can have two overlapping distributions of use.
- New products can have two overlapping distributions of use.
- The first is the "wow" reaction.
- It demos charismatically, everyone gets a wow moment within seconds of opening it.
- Something that wildly exceeds their expectations, quickly.
- That exceeding of expectations makes them want to share it.
- This has a spike of usage, but after everyone has tried it, this type of usage dies out.
- The second is the "this is useful" reaction.
- As you use it more you realize that this isn't just flashy, it's useful.
- Your own use accumulates and it becomes indispensable.
- You're more and more likely to recommend it to others.
- This has a compounding shape.
- Staying power that accretes.
- The two types of usage are different and complementary.
- At the very beginning it's hard to distinguish the shape of the usage.