Be wary of the ‘Satisfiers’.
Satisfiers are those features that will lead you into a false sense of achievement, with continuous, steady growth.
However, they won’t help you achieve outsized growth.
Let’s take a step back.
The concept of Satisfiers comes from the Kano model, which I wrote about last week.
The Kano model consists of different types of features, which include:
Basic Needs - without these features, your users would be highly dissatisfied.
Satisfiers - These are the kinds of features your users will expect to see, but they won’t make or break your product.
Delighters - These are the solutions that will differentiate you from the current competition.
Everyone should at least prioritize the Basic Needs. Without these, you are unlikely to achieve adoption.
The question then is, do you prioritise Satisfiers or Delighters?
Satisfiers are pretty easy. Your users expect to see these features, and the more you spend on them, the happier your customers will be. You pat yourself on the back and decide to double down on them. The growth continues at a nice steady pace.
The problem is… most of us want outsized growth.
Satisfiers won’t give us that. If you want that ‘hockey stick’ growth, then you need to prioritize your Delighters. This is where the real innovation lies. These are the solutions that will differentiate you from the competition and get people talking about your product.
So, if your business is growing at a nice steady pace, but you really want significant growth, then think about where you are focussing your efforts, Satisfiers or Delighters.
