Sometimes you read something that makes it all click. Usually, it isn’t because the sentence itself is that spectacular. Most of the time it is a sudden clarification of all a host of other wisdom. Often it brings clarity in a single sentence to thoughts that you have been struggling to articulate. Sometimes you didn’t know that you were struggling to articulate the idea until the sentence jumps out and clarifies it for you.
I have had two of these surprise sentences in the last few days:
Access Over Ownership
“. . .billions of digital consumers are prioritizing access over ownership.” (Tien Tzuo, Subscribed, pg 3) This is a huge concept, and very true. People don’t want or need, to have ownership of things anymore. If we can to access the outcome that they are looking for, then we don’t need to own anything. As long as we can get where we are going with a ride-share, we don’t need to buy a car. As long as we can have the software do what we want, we are happy to subscribe; we don’t need to own the software. More and more, we don’t need to own something; we want to pay for the specific slice that we use, not for all of the extras that we don’t use. “Customer’s have new expectations . . . They want the ride, not the car. The milk, not the cow. The new Kanye music, not the new Kanye record.” (Tien Tzuo, Subscribed, pg 17)
Bulding Something New
“Build your audience first. THEN create your product.” (Content Inc., Joe Pulizzi – inside cover.) This quote echoes the mantra of so many content marketers. Sometimes you have to hear it in a different way for it to stick. Seth Godin talks about ‘idea viruses.’ Other people have talked about coming up with the idea first and seeing if the concept resonates with anyone.
Two solid surprise sentences. I wonder what I will learn next.