What would you do if you suddenly found yourself eye to eye with a tiger in a thicket? Not sure?
Let’s just stay with this thought experiment for a moment. The first split second into the encounter our mind may not even comprehend what just happened. The body will likely stay frozen - without any reaction or any feelings of fear etc. It’s only after the mind has cognized the situation at hand, that the body will start to react - potentially with some form of a Flight or a Fight response. Most likely Flight!
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What becomes clear from this story though is that human mind needs Existing Knowledge (a priori) before Experiencing anything in this world (Also read my earlier post: No knowledge means no experience). So in the example above if the subject did not have any existing knowledge/ data points of Tigers ( or of wild beasts and their fancy for all kinds of flesh) in her mind, she might even be humored or at best pleasantly surprised by this whole episode!
Staying with the plot, let’s try replacing the Tiger in this experiment with a new (read alien) product or a concept - face to face with the subject (in this case the customer); Now, what do you think the subject’s (the customer) experience and/ or reaction going to be?
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Moral of the story: If you haven’t experienced what it is like to be face to face with a Tiger, you might not do nearly as good a job of launching a new concept/ brand in the marketplace as our protagonist in the Tiger experiment!!
Tags: New Product Introduction, New Product Launch, Positioning
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