On the parallels between commerce and sex (heavy users are promiscuous)

๐Ÿ’Ž On the parallels between commerce and sex (heavy users are promiscuous)

Back in high school there were people who were โ€œheavy usersโ€ of sex. Remember them?

They often had one characteristic in common โ€” they were promiscuous.

They didnโ€™t just have lots of sex with one person. As we used to say, they โ€œgot around.โ€

The world of commerce is like that, too. Heavy users in a category tend to be promiscuous. They tend to try lots of different brands in a category. They get around.

In his book How Brands Grow, Prof. Byron Sharp gives a good example of this. Someone who is a heavy user in the fast food category might go to McDonaldโ€™s 4 out of 10 times; Subway 2.5 in 10; Wendyโ€™s 1.5 in 10; Taco Bell 1 in 10…etc.

Excerpt from: Marketers Are From Mars, Consumers Are From New Jersey by Bob Hoffman

Facebook Comments

Product Geek?

Join over 5,000 product geeks and get one email every Monday containing the best excerpts I've read over the previous week.

See some of what you're missing...