As a consistent user of web conferencing technology from the very beginning—from Webex to GoToMeeting to Zoom to Skype—I am really loving a new player in this product space. It’s an app called Loom. I’m not here to do a stock pick or tell you that this is the technology of the future. For all I know, it may go the way of the Dodo bird. What I do want to do is share that Loom is working really well for me and it may be a good option for you too. I’m writing about it is because what they are doing is something more businesses should do.
The One Thing
The reason I enjoy Loom so much is that it does one thing and it does that one thing very well.
It lets me record a video or video presentation on the fly and then share it more simply than just about any other technology I’ve used in the past. It’s not webinar technology, but rather a recording technology. I know that you can do the same thing with Zoom but there are a few more steps involved than just a one-click share. Eliminating those steps is where Loom rises above the competition. That’s because adding steps to a process almost always makes things more difficult and less pleasant for the user.
This idea of simplifying a process to the least amount of steps possible is a good example for just about any business model in any industry. You may sell many different products or services, but how do you simplify each process within that product line or specific service? What if you were able to focus on just one idea and make that one thing work really, really well? Even better —how can you make it SIMPLER?
For example, how can you make your website easier to use for your customer? Pick just one of the many things you offer and ask yourself, how do we simplify this from a user’s point of view? How can we make it easier to order a product, get that product, use that product, and get support for that product? In essence, what you’re really asking yourself is how you can be better at making things simple…for your customer?
Simple is (Almost Always) Better
In her article for the Harvard Business Review, Margaret Molloy, CMO for the strategic branding firm Siegel+Gale, gets us thinking about how simplifying your business could actually make you a “disrupter” in your industry—which is a good thing.
Big brands like Google or Netflix may have simplicity down to a science (Instant access to a plethora of TV shows and movies? Check!) – but “a set of simplicity-oriented brands we call “Disrupters,” newcomers gunning to overthrow the existing powers in their respective industries, or create completely new ones,” have emerged as competitors.”
When this article was written in 2015, those newcomers were brands that we, for the most part, all recognize now—Warby Parker, Dollar Shave Club, and Seamless were in the top three “disrupters” group. Clean, clear, one-stop (or rather, “one-click”) shopping and services delivered directly to the customer’s front door rocketed these brands to success.
And the biggest reason for this was their dedication to a simplified and streamlined experience for their customer around a single or core value proposition. We all have an overwhelming number of choices now. Both in consumer and B2B. Buyers in both categories have a tremendous amount of power in choosing their products. There is also great diversity in the choices we have, and as a result of the competitive feature race that typically follows increasingly crowded spaces, a tendency towards complexity. Loom, however, took one idea and developed that one capability extremely well.
While they could build onto their product and add to its complexity, the value of their product lies in its simplicity. And that makes for a happy, satisfied customer. So take a look at Loom; it may be a product that you can utilize in your business if you are looking to produce quick videos that speak to your market. You’ll certainly be seeing a lot more videos created with Loom on my blog in the very near future.
Questions to consider:
- You may sell many different products or services, but how do you simplify the buying and adoption processes within that product line or specific service?
- How can you make your website easier to use for your customer to navigate?
- If you are in the beginning stages of your business, think about what one thing you do really well. Can you focus on this one thing and make it better and simpler? Can you disrupt your market by focusing on these two things?