Rob what’s your thoughts about the language of a ‘good’ vector - my feelings are that words like ‘delightful’ in your Gusto example are a problem, because they’re basically promotion. Whereas ‘automate’ is less sexy but closer to genuine user language. Nobody says “I wish this payroll was delightful to do” but they *do* probably say “I wish I could automate the crap out of this payroll”.
So should a ‘good’ vector feel like promotion or not?
Gusto grew really fast though, and I think it was because payroll software just had terrible UX and was difficult to use, so it definitely did work (and continues to work for a certain segment of the market, maybe SMB?)
Focus less on the exact words and more on the underlying essence -- "make payroll easier / less awful" vs. "automate it all"
Rob what’s your thoughts about the language of a ‘good’ vector - my feelings are that words like ‘delightful’ in your Gusto example are a problem, because they’re basically promotion. Whereas ‘automate’ is less sexy but closer to genuine user language. Nobody says “I wish this payroll was delightful to do” but they *do* probably say “I wish I could automate the crap out of this payroll”.
So should a ‘good’ vector feel like promotion or not?
Gusto grew really fast though, and I think it was because payroll software just had terrible UX and was difficult to use, so it definitely did work (and continues to work for a certain segment of the market, maybe SMB?)
Focus less on the exact words and more on the underlying essence -- "make payroll easier / less awful" vs. "automate it all"