Brand Is Promise, Product Is Delivery
Inspired by on Lenny's Podcast
Your brand is the promise you make; your product is the delivery of that promise - and your parenting 'brand' is what you say you'll do, while bedtime is where you actually deliver.
Adam Fishman has a framework for thinking about user expectations.
'I like to think of your brand as the promise that you're making and your product experience is your delivery of that promise. And those two things have to be in lockstep with each other, or you're going to have mismatched expectations and some really disappointed customers.'
Now think about parenting. You say: 'We're going to the park after nap!' That's your brand promise. Then nap runs long, you're tired, it starts to rain, and suddenly you're suggesting 'maybe tomorrow.'
Mismatched expectations. Disappointed customer. Meltdown ensues.
This isn't about never breaking promises. It's about understanding that every 'we'll do X' is a brand promise your child is now expecting you to deliver.
Be careful what you promise. Underpromise and overdeliver. 'Maybe we'll go to the park' is a much safer brand than 'We're definitely going to the park!'
(Also: don't announce the park until you're literally walking out the door.)
PM Theme: Setting and managing expectations
Parenting Theme: Following through on promises
“I like to think of your brand is the promise that you're making and your product experience is your delivery of that promise. And those two things have to be in lockstep with each other, or you're going to have mismatched expectations and some really disappointed customers.”Adam Fishman · 00:00:35
