Product Failures: How Hive Mentality Could Sting You
Humans evolved into tribal creatures because our early ancestors had the unlucky traits of being both delicious and slow.
Individually, humans were vulnerable to predators, but as a group, humans could not just protect themselves, they could project themselves. We used group dynamics to become the dominant species on the savannah – apex predators ourselves.
Forming tribes is in our DNA, and it has been our species’ competitive advantage for millennia.
Tribalism drives the human urge to root for sports teams, form cliques, and join political parties. It’s also a cause of product failures.
While tribalism may be the greatest productive force to ever exist for humans, it is also a key driver of product failures. How so? Because as humans commingle, they begin to think alike, forming a hive mentality. They begin to speak the same, think the same, and act the same.
This hive mentality can lead to product failures.
The Great Hive Break Out
Products often fail because they are victims of tribalism. When marketing and product leaders listen only to each other and don’t listen to customers outside the tribe, they make inaccurate product and marketing decisions.
Here are three ways your business can escape hive mentality and bring outside perspective to your product decisions:
Test your product ideas with Product Concept Testing
Testing your product concepts helps to avoid gaps between what the market needs and what your product delivers. In a recent Qualtrics study of 250 product and marketing decision-makers, product concept testing was the #1 way to increase the likelihood of a new product success. It outperformed advertising, PR coverage, and executive involvement.
Optimize your ad campaigns with Advertising Concept Testing
Advertising Concept Testing also achieved a high score in the Qualtrics study of product and marketing decision makers. Ad planning, production and media buying are among the highest expenditures many brands have. In 2017 alone, digital ad spending increased to $88 billion dollars. It is simply irresponsible budget stewardship to not thoroughly vet advertising and messaging concepts before committing them to production and media buying.
Keep the party going with Transactional NPS
Your product has just launched and the team has gone out for congratulatory drinks to celebrate all the hard work. That’s a night well deserved. But in the months and years that follow, a new product is only successful when it finds a community of loyal customers. This is where transactional NPS comes in. NPS tracks customer loyalty to your product interaction by interaction. It lets you know if you’re on track and staying true to the promises your brand makes.
Each of these efforts will help you break out of hive mentality and stick your product launch landing. After all, new innovative products can’t emerge from groupthink because it is fundamentally an “inside out” mentality. It only covers.
Innovation demands perspective from the outside in.
See how much more accurate your decisions could be