In the last few days, I have started describing VIVA to customers as "Netflix for the real world".
We have tried for months to reduce the description of VIVA into a single sentence - something that tells our audience what VIVA is, what VIVA does and who VIVA serves. You might have seen I described this problem before, and I am repeating it here because we still have not solved the problem in a satisfactory way.
For quite a while, I have disliked this sort of analogous marketing - "we are the Uber of x" or "we are the AirBnB of y" - because it erases the identity of the product, and reduces it to be nothing more than a parallel of something else. There is something positive about using analogies though. Marketing is like a journey to travel from not knowing to knowing to buying to advocating - from Point A to Points B, C and D. You can walk with your customer, you can hop in a car with them or you can catch public transport with them. Using analogies is like catching public transport from Point A to Point B - it will get you close to the destination faster than walking, but it will stop short of Point B.
The feedback from the team and our contributors so far has been mixed on "Netflix for the real world". Adam thinks it is catchy, but people perceive Netflix more as an on-demand platform than an AI recommender engine, so we might confused people. Allan replied with "not sure about it man. Netflix and chill? Netflix has connotations of staying in and staying put." Andrea was more positive, but she also appreciated the perspectives of the others.
Corkie - now, Corkie is a man that deserves an introduction - we worked together years ago at the law firm. He was an avid music lover and a great property lawyer. Our interactions of late have been isolated to a few Facebook likes and a handful of messages. We had fallen out of touch in the real world... to the point, he changed his career to become a strategic adviser to the law firm and I didn't know about it for the last two years! It is an atrocity!
Corkie and I finally caught up for a coffee today!
About the Netflix line, Corkie said, "I don't know, man. What is it? Like Netflix subscription? What about it is like Netflix recommendations for the real world? Is that too long?"