How To Win: The User Doesn’t Care

If you can understand that the user doesn’t care, you’ll go far — as Apple has been doing.

1) The user doesn’t care what format eBooks are in. They just want to read. Thus when Kindle came along with wireless eBook ordering and downloading, they owned the market, crushing Sony.

2) The user doesn’t care what operating system is being used. They just want to get stuff done. It used to be that Windows notebooks were everywhere. Now all you see are MacBooks.

3) The user doesn’t care what your business arrangements are. They just want to buy stuff easily. That Apple 30% vig that gets up my nose will be a non-issue with users (unless Apple really does kick the Kindle app out of the App Store).

4) The user doesn’t care if you’ve locked down their data. They just want to talk to their friends. Hence MySpace, then Facebook and Twitter.

5) Again: The user doesn’t care what your business arrangements are. They just want to buy stuff easily. Devs who squawk about handing over pricing power to Amazon for its Android app store aren’t being paid attention to by users.

6) Again: The user doesn’t care what operating system is being used. They just want to get stuff done. Laugh all you want about the iPad — but it’s the Kindle of tablets.

7) The user doesn’t care what format music is in. They just want to listen to it. AAC? MP3? FLAC? Lossy? Lossless? It’s just music to them.

The common denominators:

1) Make it convenient for users
2) Make it affordable for users
3) Make it Just Work for users

Other than that, they don’t care.

Of course you can do all that and still lose. Life is callous. But still, the user doesn’t care.

Additional:

MOBI wins

4 Comments

Filed under Friction

4 responses to “How To Win: The User Doesn’t Care

  1. 8) Make it shiny. If it’s shiny it’ll grab the user’s attention and they will buy it.

    I have so many people come to me asking about readers and tablets and such that have never read a spec list on anything they’ve ever bought. They have the money and they just want instant gratification. It’s that simple.

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