The lowest bar you have to clear...

...is making it easier than doing it themselves.

I confirmed this last night when I came nanoseconds away from buying a new charge cable on Amazon rather than get out of bed and look in the cables pot.

That’s right. I nearly spent money I didn’t need to spend to get something ‘next day’ that I already had. That is peak Amazon given that they actually sell convenience and near instant gratification, not products.

I knew I likely had a short c-type charger in the cables pot, I just couldn’t see it, and I’d have to go hunt for it. I also knew I could see what I needed on Amazon right then and all I needed to do was press a couple of buttons and wait.

My point is, selling people on you being better at what you do than them or your competitor is one thing.

How much are you thinking about their ease?

You doing it being easier than them doing it. Not necessarily better. Easier.

People like convenience. Being told they're not up to it? Not so much.

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