I have been deliberating the last week about how much information to tell the market about what Viva does. There is a steady progression from “you have my interest” to “you had my interest, and now you have my attention”, and then a steep decline from there to “too much information, I don’t care” and “get away from me, creep”.
The curve for the average person seems to move something along the lines of:
- Viva can help you find the perfect thing to do for you and your friends – “that sounds cool”; and
- Viva learns your preferences over time and shows you an individualised list of things to do – “oh, that’s neat”,
Then at some yet undetermined point, it crosses over:
- We are basically Facebook for events – “get lost, creep!”
Viva is not Facebook, by the way. We are trying very hard to never be like Facebook.
I sketched a rough drawing on a napkin over brunch.
The right app description seems to be needed for everything, and we are having some trouble striking the right balance in our messaging and branding.