We do NOT want your business, Customer # 539482!

Today you are JUST ANOTHER CUSTOMER Of : A Hypersuccessful product.

Since we were naive students asked to mug the begineer concepts epoused by Kotler, we were de facto led to believe success of a product or service we are peddling is a good thing. More success is a great thing and hypersuccess is THE holy grail.

Be Steve Jobs #2. Go west. Make another ‘iPod’.

Now place yourself at customer# 539482 of ….. The Bombay Metro at 8 am, The City of Bangalore/Dhaka, The Woodstock concert,  tourist traps like the Taj/Eiffel tower/Lady Liberty/Times Square, AT&T’s data service in Manhattan or the evening commute in any city worldwide.

These are all ‘products’ that became, in various degrees, hypersuccessful and this actually lowered the tone of the user experience. And the users colluded, abeit without flash mob coordination skills, as much as the ‘product managers’ failed to anticipate,stop or prepare for this collusion and outcome. They were too busy planning for the other scenario (what if NO ONE comes to the dance!!?!)

I suspect there is a threshhold in the lifecycle of a popular ‘product’ when its supporting systems’ ability to deliver  a consistent user expereicne in line with the original mission statement is compromised and the product experience turns negative on account of this mass assault. Mapped out I think it will look like this :

You need to work not just at ensuring you plan to prevent a scenario of a too little user base (we call this a ‘flop’ or a ‘dud’) but also map what their infrastructure is  capable of handing on the upper end and still deliver the intended user experience.

Somethings indeed become too successful for their own good.

Starbucks. Air Asia. Be Careful. We like you. Too Much.


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