How to make your product contagious
In a recent talk, someone asked a question about identifying the ‘sneezers.’ It was the first time I’d heard the term, but once it was explained, I got it — to use our Covid terminology, the super spreaders that are going to spread your product all around.
Here’s the thing: I don’t think focusing on the individuals who are most likely to be super spreaders makes sense. Instead, you create the conditions for your product to become contagious. It’s much easier to create the right environment for your product to spread than it is to predict ahead of time exactly who the right people are who will spread it.
Operate in a small space
The best way to ensure your product will spread organically is to position it in a very small niche. This doesn’t have to mean a specific industry, but it does mean you should understand the clearly identifiable characteristics of the type of company you’re best for. This allows you to speak directly to the needs of companies that fit these characteristics, which makes them both more likely to buy from you and more likely to talk about you.
The characteristics you define should decrease your total addressable market — remember, this is for the short term — down as much as possible. If your sales goal for the year is 10 deals, for example, operating in a market with 1,000 potential customers is a good idea.
Word of mouth requires relationships
When you are speaking directly to the needs of a relatively small group of companies, discussing things that they are uniquely worried about, in the words they use to discuss their challenges, you get word of mouth. Here’s why:
Everyone knows each other. It’s a small group.
They will be flattered / excited that you get them. Chances are there are zero alternatives out there that are taking the time to understand their very specific challenges / needs.
Stuff spreads in small spaces
When you operate in a narrowly defined niche, your product will get more word of mouth because people know each other and everyone likes something made specifically for them. if you want a contagious environment, small spaces are the way to go.
Can’t figure out how to narrow down the space you operate in? That’s part of any positioning engagement. Reply to this email or reach out if you’d like to learn more about working together.