Get More Sales: Have a ‘sticky’ product
Knowing the right people is not enough to promote your business through word of mouth. Your product or service must also appeal to your audience with what Gladwell calls the ‘stickiness factor’ (2000, p. 19). It’s easy to make assumptions about what works for your business, but you need to test these assumptions to find out what will make your product or service really ‘sticky’.
The creators of Sesame Street assumed they couldn’t mix fantasy with reality and so originally there were no muppets in the street scenes. When they tested the show with children just before it went to air, they found the children were bored with the street scenes. So that’s when Big Bird, Oscar the Grouch and Snuffleupagus were born.
Delite Landscape Design: John Pettit assumed that older adults moving from houses into apartments would like the same sort of plants they were used to: camellias, roses and daffodils. He ran a few focus groups and showed slides of different balcony designs using a range of plants.
He was surprised to find that many in the audience regarded moving into an apartment as a time to change every aspect of their lives and were taking a much more adventurous approach to gardening. They were interested in sculptural plants and green colour designs as opposed to colourful planting, and wanted low-maintenance plants that did not require much attention. They also wanted to experiment with different plants, such as succulents and bromeliads.