The Framework of Familiarity with Scott Belsky, CPO at Adobe

Name: The Framework of Familiarity with Scott Belsky, CPO at Adobe
Uploaded: 2018-09-23T17:16:38+00:00
Duration: 55 s
Channel: Jason M. Lemkin
Description: In this segment, Scott Belsky discusses the human tension between craving novelty and seeking familiarity. He proposes that successful transformational…

23 Sept 2018 · 1 min

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In this segment, Scott Belsky discusses the human tension between craving novelty and seeking familiarity. He proposes that successful transformational products should be composed of roughly 90% familiar elements that meet existing customer expectations, and only about 10% new, retraining components that introduce novel behaviors or terminology. He advises product leaders to deliberately select a few key concepts to teach users, while avoiding the temptation to rename everything, as over‑renaming can alienate users and force a costly re‑reversion to familiar language.

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This tendency that we have as humans to favor novelty, yet cling to familiarity. We love things that are new, and we certainly say we do, and sometimes we do, but also we have this, like, you know, we have this lure towards whatever makes us feel comfortable. So I would actually argue that transformational products across all industries are 90% really accommodating of what customers would expect and are familiar with, and are 10% retraining. What are the few things you wanna train people to do differently, to think differently? What are the key terms you do want to invent that are unique? And then make sure though that the balance is the 90/10 type of approach, just to keep yourself in check. Don't fall into the trap that I did where I just was naming all these things my own way, and had to revert back to what was actually familiar to people. [FOREIGN LANGUAGE]