A new breed of brands is emerging, and they’re disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic: simplicity is at the core of experiences they deliver.
Empowering people: They side-step traditional industry protocols and shift power to consumers. Brands like Airbnb and VRBO have usurped power from hotels and given it to local residents, allowing them to rent out vacant properties—from spare rooms to vacation houses. Aereo gave viewers affordable access to broadcast television on their mobile devices and computers, and more incentive to “cut-the-cord.”
Reimagining experience: They turn underwhelming experiences into moments of delight. Warby Parker brought buying eyeglasses to digital platforms by offering online look-books, sizing-guides, and at-home try-ons. Blue Apron reduces the complexity of cooking by delivering proportioned and pre-measured ingredients right to the customer’s kitchen, and eliminating the tedium of preparation.
Removing friction: They identify pain points in everyday processes, and remove them. Venmo makes paying other people as easy as sending a text message, reduces waiting periods for available funds, and bank fees. Uber comes to the aid of pedestrians who can’t hail a taxi by sending cars directly to them, after just a couple of taps on their mobile phones.
Saving time: They value people’s time by providing services to them where and when they need it most. FreshDirect saves people a trip to the store by delivering an online grocery shopping experience, and fresh groceries right to your door. Time is money, and smart thermostat Nest helps customers save both by learning peoples’ behavior to tailor household temperature—and the ability to manage it from a smartphone or tablet makes it easy for customers to conserve energy in more ways than one.