I love this article so much I even stole its headline.
Aw, nuts. I'll just go ahead and steal its subhead too: “The most powerful thing a product can do is give its user a premise.”
Imagine being able to normalize something that might have previously been considered unthinkable, unrealistic, or taboo.
20 years ago most of us would have scoffed at the notion of staying in a stranger's home while traveling, especially if they were also going to be there. In 2023, AirBnb had $10 BILLION in revenue.
“It’s ok to stay in strangers’ homes.”
Change the premise and you can forever change the game.
If you’re creating something new, does it have a strong premise built in? If not, try to create one that would normalize the action you want users to take. Because once you have a great premise, the rest of the details can fall into place.
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