🔤 Conveniences to experiences
|Mike Dariano||Nov 19, 2019|
This is one of my favorite theories.
Life is all kinds of shades of gray but that doesn't mean we can't quantify or evaluate things. One retail version of this is to ask if someone is shopping or if they are buying. This spectrum exists for all types of jobs to be done.
Acts of shopping tend to be slower with more browsing and consumers asking questions, needing support, and having an information disadvantage--it's an experience.
Acts of buying tend to be quicker with a search and find mentality and here consumers prefer convenience.
Music has a clear separation. Music streaming is a buying/convenience act. It's not so much that people want the best sound but that they want a certain type of song. This is clear in the rise of smart speakers in the home. These offerings are good, but not great and don't compare to immersive surround sound. However, they're convenient. Ditto for the streaming apps, they're convenient.
Compare this with a concert. Bands perform encores, t-shirts are much more expensive than Target, and fans take pictures of this once-in-a-moment event. That's an experience where people want more. It's like shopping.
Another example is Amazon which geared toward buying. Retail is an example too. The most important feature on Amazon is search. People want to type, tap, and order. People 'hire' Amazon because search, payment, and shipping (the transaction costs) are convenient.
Compare this to Instagram. Instagram is a shopping rather than a buying experience. It's the visual that works on Instagram and it's the visual that people adopt and adorn to signal what kind of person they are. If you need a USB chord you'd go to Amazon. If you need clothes, you might go to Amazon. If you need art ideas you'd go to Instagram.