2 builders who never spoke to each other

Make the switch look collective

People adopt and abandon tools in step with the peers they identify with, so target a group whose members watch each other and then make the movement visible. Ship something clearly better, persuade the community's key figures personally, and publicise the early wins, because the first public sale is what tells everyone else the thing is real.

The method

1. 01

   Manufacture the sense that your category is switching to you: ship something clearly better, personally persuade the community's key figures to try it, then make the migration visible.

2. 02

   Target a group whose members copy each other, since people adopt and abandon tools in step with the peers they identify with.

3. 03

   Publicising the first sale is what recruits the next buyer, because it shows other people that the slot is real and purchasable.

What it returned

• $2,000

  A well-known founder sent a DM the day after the viral post and bought a square, taking the total to $2,000 in two days.

• Builds on Seth Godin's framing that people adopt what their own tribe adopts.

• Justin's examples: the migration of a peer group from Snapchat to Instagram, and the wave of startups that moved their blogs to Medium and added live chat to their homepages.

Sources

• My simple silly idea made $2000 in 2 daysFlorin Pop · florin-pop.com · The gift that keeps on giving · 2024-09-16
• Ten SaaS marketing principles for 2024Justin Jackson · justinjackson.ca · 6. Become the "darling" of your category · undated
• What affects customer motivation?Justin Jackson · justinjackson.ca · What affects customer motivation? · undated