When defining a category, don't make the hard somewhat easier, make the impossible possible.
- When defining a category, don't make the hard somewhat easier, make the impossible possible.
- When you make something that was hard for someone a bit easier, you get a linear improvement.
- But when you flip something that was impossible for someone to possible, that's an infinite change.
- A 0-to-1 transition is game-changing.
- A 1-2 or 1-to-anything-else transition can't compete with that infinite change.
- An infinite change has much more activation energy to get users over the static friction hump.