We are all creatures of habit. The way we do things is just “how we do things.”
That is, until someone demonstrates that “how” can be done in a way that makes life easier.
People like easy. Think about it.
You stand on a street corner in the rain trying to hail a taxi – until Uber enters your life.
You muddle through a sea of confounding reviews before buying a toaster – until someone introduces you to Wirecutter.
You consider the hundreds of dollars you (or your in-laws) will spend on quickly outgrown baby gear – until a friend in Lamaze class tells you about Loop.
You keep forgetting dog food on your weekly shopping list – until Chewy frees you from this annoyance.
You work from home on Zoom, stay in Airbnbs when you travel, call up your favorite tunes on Spotify, open DoorDash when you’re too tired to make dinner, read with the glasses you tried on and bought online from Warby Parker, and keep your wardrobe current with Stitch Fix.
Businesses that focus on experience disruption – not product disruption – have become the fastest growing segment of the market. When consumers discover an easier way to handle routine things – shopping, banking, dining, traveling, healthcare – they opt in, in a very big way. Consumers quickly embrace these experiences as the new normal.
This focus on the consumer experience, not solely on product, has enabled these businesses to drive remarkable growth, increase customer loyalty and, in many cases, to create totally new marketplace categories.
That is what Seeing the How is about.
