How can we make customers happy when they choose a product that they did not know they needed? Perhaps have them synthesize their own happyness?
Dan Gilbert does a great TED video where he discusses the concepts of Natural and Synthesized happiness (worth a look). Dan defines natural happiness as the happiness that you experience when you get what you dreamt of. Synthesized happiness is the happiness you “make” after you either did not get what you dreamt of, or you did not really have any dream to start off with. Modern society seems to frown upon synthesized happiness, but it is no less real.
So, if people buy your breakthrough product, they will naturally tend to grow more fond of the product over time. Increasingly favouring what they own against what they decided not to buy.
Dan then goes further to show how “freedom“ is the enemy of synthesized happiness in that it creates uncertainty at the instant when the person is most ill equipped to handle it (he does not understand the product yet). This means you should only put forward product options and information which you know your target customer already has an opinion on. In a fast changing world where vendors have to educate customers on the valuethey should extract from their products, one should be careful to limit the options.
Dan Gilbert does a great TED video where he discusses the concepts of Natural and Synthesized happiness (worth a look). Dan defines natural happiness as the happiness that you experience when you get what you dreamt of. Synthesized happiness is the happiness you “make” after you either did not get what you dreamt of, or you did not really have any dream to start off with. Modern society seems to frown upon synthesized happiness, but it is no less real.
So, if people buy your breakthrough product, they will naturally tend to grow more fond of the product over time. Increasingly favouring what they own against what they decided not to buy.
Dan then goes further to show how “freedom“ is the enemy of synthesized happiness in that it creates uncertainty at the instant when the person is most ill equipped to handle it (he does not understand the product yet). This means you should only put forward product options and information which you know your target customer already has an opinion on. In a fast changing world where vendors have to educate customers on the valuethey should extract from their products, one should be careful to limit the options.
Interesting how Apple’s product portfolio strategy differs from the rest of the consumer electronics market.
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