John Moore over at Brand Autopsy has this gem in a recent post:
“[I]f your product only attracts indifferent customers and fails to attract passionate customers … chances are, that product will not succeed.”
You might intuitively reason that that a bad product with negative feedback is the enemy of an über-product that attracts passionate customers. This is not true. I have come to realized that a so-so product that elicits indifference is the actual enemy of a product that elicits passionate customers.
Why is this? With a bad product and bad press, you quickly disband, move on and focus your attention elsewhere. With an indifferent audience, you wrongly hold on to false hope beyond what is reasonable and convince yourself that if you could just persuade a handful of people to move to the passionate side of the scale that others will quickly follow. This rarely happens. You need to have some people early on gravitate to the opposite sides of the love/hate scale.
I think a healthy scale looks something like this:
Of course you need those that rave about your product. But you also want some people to actually hate your product to keep the wheels of product innovation moving and to keep your feelings of being “comfortable” in check.
Quickly get people from the center black hole of indifference and to the ends of of the spectrum of love and hate (hopefully more love then hate!)