1/ Just came back from a run and had a really pleasant - and unexpected - experience with my Garmin Fenix 6 sports watch.

Based on that, I think B2B SaaS can learn a lot from consumer tech about activation.

2/ Context first... I had planned to do a freestyle run (i.e. no goals and I decide distance / speed / intensity based on how my body was feeling / reacting).

I ended up doing a 9km / 48min interval run instead.

3/ As I stepped outside and switched my Garmin to "Run", it announced a new feature: it recommends a daily workout for me. First time I saw this & today it recommended that 48min interval run.

It sold me by saying this was the best workout based on my current training load.

4/ Why did I change my mind and allowed software / an algorithm (or my robot overlord) to influence which workout I was going to do?

And crucially why did I end up running / working out harder than what I had thought I was up to doing?

5/ Here& #39;s how Garmin won:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👨‍🏫" title="Man teacher" aria-label="Emoji: Man teacher">They made me feel smart by picking the best workout.
https://abs.twimg.com/emoji/v2/... draggable="false" alt="🥰" title="Smiling face with 3 hearts" aria-label="Emoji: Smiling face with 3 hearts">The recommendation was for ME.
https://abs.twimg.com/emoji/v2/... draggable="false" alt="⏱" title="Stoppuhr" aria-label="Emoji: Stoppuhr">The timing & context of the recommendation was perfect.
https://abs.twimg.com/emoji/v2/... draggable="false" alt="🌄" title="Sonnenaufgang über den Bergen" aria-label="Emoji: Sonnenaufgang über den Bergen">The ask fuelled my ambition.
https://abs.twimg.com/emoji/v2/... draggable="false" alt="🌟" title="Leuchtender Stern" aria-label="Emoji: Leuchtender Stern">It gave me a shortcut to success. (Do this, feel great.)

6/ So often in B2B SaaS, products have the power, sophistication and value prop, but the gap to success is in the activation.

I& #39;m an enthusiast runner and data nerd with an incredibly powerful sports watch on my wrist.

Garmin connected those two nodes today by activating me.