Knowing that something exists has lost weight.
It used to matter. Things were hard to find, hard to come by…
But now, everything exists.
A touch football team down the road, any unique blend of music you’d like to hear, a running event of any distance. Wine delivered to your house. Online degrees. Almost all things are available at all times.
So now that we know it’s available, usually, to “notify” isn’t enough to enrol and shouting louder isn’t helpful.
The friction to create change and get people on board isn’t in the creation of the product or event, it’s in the ability to gain trust, communicate value and enrol people into new ideas.
