How Superhuman became memorable
AI Summary
In this video, the speaker discusses the importance of having a clear and memorable brand position by taking speed as a unique value proposition for their email service, Superhuman. Through interviews with potential customers, they discovered common frustrations with email time consumption and the speed of existing services like Gmail and Outlook. Recognizing that speed was rarely marketed as a feature, the speaker saw an opportunity to differentiate Superhuman. They further assessed the practicality of this positioning by considering the challenges incumbents faced due to their scale and architecture, ultimately determining that marketing speed would resonate well with users, as evidenced by simple endorsements at social gatherings. Overall, speed became a foundational element of Superhuman’s product strategy.