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As product builders, we face a critical choice during inception - appeal a large number of users or pare down the offering to a very narrow user base.
A smart product manager always picks the latter because she is aware of the Paradox of Specificity.
Here is a
A smart product manager always picks the latter because she is aware of the Paradox of Specificity.
Here is a
1/ According to The Paradox of Specificity, by focusing our efforts to address the needs of a specific audience, we create solutions that have a far broader appeal.
The "suits" and their excel sheets will tell you otherwise. But here are a few examples to help your case.
The "suits" and their excel sheets will tell you otherwise. But here are a few examples to help your case.
2/ The Rollaboard suitcase - Though an unsuccessful version of a suitcase with wheels existed, Robert Plath, a pilot, built his version specifically for pilots and flight crews.
3/ How?
Well, he designed his suitcase to fit between the seats of a plane and was small enough to fit in an overhead bin. Though he focussed on a very narrow user base, the appeal far exceeded what he originally envisioned.
Well, he designed his suitcase to fit between the seats of a plane and was small enough to fit in an overhead bin. Though he focussed on a very narrow user base, the appeal far exceeded what he originally envisioned.
4/ Airbnb - Originally pitched as a way to make a few bucks on the side, catering to the designers who were in town for a conference, the idea has morphed into a lifestyle. https://twitter.com/jgebbia/status/1309174836326027265?s=20
5/ The Swiss Army Knife - Originally commissioned by the Swiss Military as a portable, multi-purpose tool for its personnel, the tool is now a tradition amongst civilians in many parts of the world.
6/ Uber- Originally conceived as a luxury alternative to black cabs and limos, the founders targeted the “Professionals in American cities”. They wanted to offer everyone the experience of a professional chauffeur with the convenience of a cab. https://twitter.com/nivi/status/1128307965922922496
7/ The OXO Good Grips tools - Sam Farber designed the first OXO tool, a peeler, inspired by his wife Betsey. Her arthritis had made it difficult to perform common kitchen tasks and that got Sam to wonder why kitchen tools hurt the people's hands.
8/ This led Farber to design the wide handled OXO tools that are now a staple in most kitchens surpassing the original user base it was designed for.
9/ A number of people have done a great job capturing this concept in a single tweet.
Here is @shl https://twitter.com/shl/status/1254160492601290752?s=20
Here is @shl https://twitter.com/shl/status/1254160492601290752?s=20
13/ @kunalb11 has this to say https://twitter.com/kunalb11/status/1284064047780921344?s=20
14/ So the next time you are faced with a choice, the right answer is to always pick the option that narrows your scope to the needs of a specific audience.
15/ Other products or success stories come to mind? I'd love to hear from you about other examples of products or services that have successfully exploited the Paradox of Specificity.
16/ Further reading / References:
1. @uxplanet https://uxplanet.org/the-paradox-of-specificity-what-it-is-and-how-it-works-935594e1c251
2. @pro_coalition https://productcoalition.com/the-rollaboard-suitcase-and-the-paradox-of-specificity-e94e1ba567c9
3. The 2008 Uber pitch deck - https://www.vox.com/2017/8/23/16189048/uber-pitch-deck-2008-ubercab-travis-kalanick-founder-startup
1. @uxplanet https://uxplanet.org/the-paradox-of-specificity-what-it-is-and-how-it-works-935594e1c251
2. @pro_coalition https://productcoalition.com/the-rollaboard-suitcase-and-the-paradox-of-specificity-e94e1ba567c9
3. The 2008 Uber pitch deck - https://www.vox.com/2017/8/23/16189048/uber-pitch-deck-2008-ubercab-travis-kalanick-founder-startup
