About consumer habits

Three things to think about when you roll out your products in 2016: Be fearless. Yes, asking customers to prove themselves to you is counter intuitive. But the more stringent the review, the greater the position hit.

Think beyond conventional credentials and markers of brand loyalty. Who do your customers aspire to be? How can you set a position TEST that lets them prove something meaningful?

For increasing numbers, crowdfunding normalized a mode of consumerism where people aren’t mere buyers, but a community of evangelists. Once youve set a position to test, those who pass are a ready made, high status community of like minded or like skilled peers. Try it.