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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.
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.
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.
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?
And crucially why did I end up running / working out harder than what I had thought I was up to doing?
5/ Here's how Garmin won:
They made me feel smart by picking the best workout.
The recommendation was for ME.
The timing & context of the recommendation was perfect.
The ask fuelled my ambition.
It gave me a shortcut to success. (Do this, feel great.)
They made me feel smart by picking the best workout.The recommendation was for ME.The timing & context of the recommendation was perfect.The ask fuelled my ambition.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'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.
I'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.
