The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future


  Understand  that  what  we  want  and  what  we  say  we  want  are  not



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The 100 Startup Reinvent the Way You Make a Living, Do What You Love, and Create a New Future by Chris Guillebeau (z-lib.org).epub

1.  Understand  that  what  we  want  and  what  we  say  we  want  are  not
always the same thing.
The next time you get on a crowded plane and head to your cramped middle
seat  in  the  back,  with  a  screaming  infant  seated  behind  you  at  no  extra
charge, remember this principle. For years travelers have been complaining
about crowded planes and cramped seats, and for years airlines have been
ignoring  them.  Every  once  in  a  while,  an  airline  creates  a  campaign  to
respond to the concern: “We’re giving more legroom in coach!”
It sounds great, but a few months later they inevitably reverse course and
remove  the  extra  inches  of  space.  Why?  Because  despite  what  they  say,
most travelers don’t value the extra legroom enough to pay for it; instead,
they value the lowest-priced flights above any other concerns. Airlines have
figured  this  out,  so  they  give  people  what  they  want—not  what  they  say
they want. A good offer has to be what people actually want and are willing
to pay for.

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