The Opposite of a Good Idea is a Good Idea
Tomasz TunguzVenture Capitalist If you were forwarded this newsletter, and you'd like to receive it in the future, subscribe here. The Opposite of a Good Idea is a Good Idea
For those of us who love logic, the paradoxical title of this post should catch your eye, just as it did mine. In Alchemy, the founder of a major brand agency describes the way many of the major consumer companies in the world created brands. We call it breaking out : a double entendre which means both growing faster than competitors but also in a different way than their competition. Rory Sutherland, the author explains it this way :
So he advocates to
He cites examples like Dyson (people really want cool vacuum cleaners) & RedBull (sell a drink whose taste consumers broadly dislike). Ad campaigns with fuzzy animals draw more users & more non-profit contributions. There are other gems : we buy brands to satisfice is a reformulation of the trope No One is Fired for Buying Software from the Incumbent. The book argues that the unexpected drives consumer behavior. I wonder if the analogy holds for software purchases where procurement teams likely quash the counterintuitive magic in a sales process through discipline. But some of the observations might very well suit the bottoms-up PLG motion. The insights echo of category defining PLG companies like Slack & Notion which challenged utilitarian incumbents through personality & design. |
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