One of the things I learned in my waterless car wash business was that
changing behavior is a very large barrier to entry when you’re in
business. To get people to pay a premium for a car wash that, well,
has no wash, was difficult. But I did it even for a corporate market.
We have to be honest with ourselves in this tech niche that we find
ourselves and realize that we are in the behavioral change business.
If we are selling Facebook places or seo or whatever we are helping
our clients change their behavior. Even now some 40% of Australian
businesses don’t have a website. That’s a change that we’re up
Small to medium businesses are a pain. Admit it. The barrier to
selling to a sme is education. It’s hard. You have to start from
scratch and teach them to think differently before they purchase.
Corporate is a little less like that. They tend to accept things
easier, generally. If someone’s else is doing it – a competitor or a
brand – they’ll usually try it.
That is why we need to stay abreast of this public-private debate
going on around the web. I am looking forward to Public Parts (Jeff
Jarvis) preview available on Amazon. And posts like these