Make it easy, CAC

When I talk to young people, they often think a gatekeeper prevents a goal, outcome, or desired effect.

And when young, there often is a gatekeeper!

My advice begins with the suggestion of making it easy. How can they make it easy for their listener to say yes?

During some advising for highschoolers, a lot of it was about talking to their guidance counselors who could approve a class. The students who bought in and prepared their case ended up having their way.

Changes can’t only be logical, they have to overcome inertia. Things are the way they are for a reason.

A humorous example of this came up on the Stratechery podcast.

Talking about Netflix, paying for the rights for NFL games, a reader wrote in saying that Netflix specifically chose Christmas because that’s when boomer’s kids were home. 

That makes it easy!

Get the kids to set up the Smart TV, login, share a good show or two.

There is no better mouse trap. People do not beat a path to your door.

Things need to be sold, people need to be convinced, there is a hurdle for switching.

Often our point around customer acquisition cost is about finding the right customers. Where are the people who will say yes easily?

This is the heart of jobs to be done. This is the central tent pole of many successful businesses. This is where customer acquisition is either a cost or profit center.