"Clients pay for two things in the main, either increasing revenue or reducing costs. [Moi ici: Faz logo lembrar "The Three Rules", mas o ponto que quero sublinhar é o que vem a seguir] But they will also pay, in a very direct way, for trust and for the perception of reduced risk. One of the things that allows you to increase your rates over time is think of it that there is a tremendous fear in every client’s mind, when they get into a new technology project (or any kind of project really), that the project is just going to totally blow up and they will get no value out of it. So they discount the rate that they are paying to you, the maximum rate they think they can afford to pay you, by the chance of the project totally blowing up."[Moi ici: Faz logo lembrar a frase "no one was ever fired for buying ibm"]A ideia do risco tem duas vertentes:
- Ajuda os que estão estabelecidos e têm uma reputação no mercado
- Prejudica os novos que querem entrar num mercado: os estudos todos dizem que o produto é melhor, mas ... são estudos, não a vida real. E se corre mal? Recordar:
Recomendo a audição ou a leitura da fonte do trecho lá de cima "Ramit Sethi and Patrick McKenzie On Why Your Customers Would Be Happier If You Charged More" (muito me ri ao ouvir o podcast enquanto conduzia debaixo de chuva à noite). Por exemplo:
"“How do I download the Googles to my printer?”À parte as piadas o artigo deixa várias provocações relacionadas com a parte do título "Your Customers Would Be Happier If You Charged More"
Ramit: What? That’s a reasonable ‑‑ [laughs] to your printer?
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Patrick: Yeah.
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Ramit: [laughs] You had me until you said printer. OK, that is ridiculous.
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Patrick: My users occupy a place of love in my heart. So I say this from a position of love, and not to make fun of anyone, but rather to tell you that real people really think like this: I’ve had to convince people that there are not two physically distinct Internets entitled “the blue Googles” and the “the green Googles.” This means they can use their login on my website regardless of whether they’re on the blue Googles or the green Googles. Believe it or not, any site that you can reach from the blue Googles is available on the green Googles as well.
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(Wondering how someone would come to this misconception? A particular customer used the Internet using IE opening to MSN at school and IE opening to Google at home. They did not realize that Microsoft and Google were not the same company. They interpreted this as “the blue Googles” and the “green Googles”, because the Googles is the Internet to them. When they typed stuff into the two different boxes on the two different Googles, different results came out. Their natural inclination for, “Why does this strange, devil box work in different ways?” was, “Oh, they must be two different devil boxes.”)"
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