One quote from my interview with Maarten Tobias, CEO of Dimenco, earlier this week represents a valuable lesson about segmentation worth reflecting upon.
When I asked him about a decision that appeared to be crucial for their success, he answered this:
It was the technological decision to switch from a multi-user to a single-user focus. It allowed us to move from a compromised to a perfect 3d user experience.
What I always say internally: ‘We have to avoid that we’re becoming a gadget. It’s not sustainable. You have to add something to the value proposition of the user – and that’s something that we continuously work on every day. Because if we are not able to prove that, then you have a very short life as a technology company.
Here’s the thing:
We live in an age where technology enables us to do super cool things. But as Maarten says: Cool is not sustainable. The coolness factor declines rapidly because it becomes our norm once we’ve experienced it.
- Uncool solutions solving a valuable and critical problem always win over coolness in the long run.
- Solve a valuable + critical problem in a cool way, and you have the recipe to unlock the remarkable effect.
But it’s always in that order.
Listen to the podcast (this quote starts at the 15.30 mark)
Question for you to reflect upon:
For what % of the features on your SaaS roadmap can you prove it’s not merely a gadget? What can you change to lower that number?
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