To create an unnecessary need

Most of the time when startups are making any product they often focus on doing something new, something innovative. And that is for sure a good thing. But if we just take a step back and analyse the successful companies and what they have done, maby we can use their experience.

Apple, big company. Very popular. Not the best phones, but still making the biggest profit of their cellphones compared to their competitors. There are many reasons why apple have succeeded, but the most important thing they have put a lot of focus on accordingly to me, is that they have created an unnecessary need.

The need of having an iPhone. Totally unnecessary. But still they have put a lot of effort to make it feel like a need for you. They don’t just try to make the best cellphones in the world, they even don’t try to make it the most innovative phone either. Its 2015 and the iPhone is not even waterproof. But they put a lot of energy to make it feel like a need for you, which actually is totally unnecessary.

Right now they have released their apple watch. Very basic watch. If you use it all the time, the battery will die after 4 hours.  Still, people are buying it like smart watches never have been bought before. Because when you have your entire life in your iPhone, many people feel like they need the apple watch for making life easier. Still, totally unnecessary.

That strategy, is something every startup should think about at times. When people feel like they need something, even if its not necessary, they will be a loyal to that product/service. The tricky part is how to make them feel that need.