Mistake # 76: Make it difficult

Seth Godin wrote in his blog about the reason why riding a unicycle is difficult. Not one, including me, likes to fail. It’s too hard, actually. It also requires mental preparation and focus. He advocates creating non-unicycle moments for your customers related to the products and services you offer.

It sounds so simple. But how often do we sell these to our customers without any sense of the customers’ perceptions? Is it too hard to grasp? The moment your product or service fails – just once – you are dead in the water.

It could also go the other direction, and be too good to be true! How do you create the balance between unicycle and non-unicycle products and services for your customer?


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