Launching the N-curve

Underpromise and overdeliver - that's the key to good word-of-mouth-communication, and thus very important in effective diffusion management. But the concept has its drawbacks:

1. It takes  a lot of courage to rely on other people and their ability to figure out that you're remarkeble, even though you're not saying that yourself.
2. It's not very inspiring to invest money and time in something that doesn't allow richness and fame.

The consequence is that too many organizations don't dare to be low key. That's why the famous S-curve so often in fact rather comes in the shape of an N-curve. At least in terms of perception.

One recent example is the Öresund Bridge, connecting Sweden's third largest city, Malmö, with Copenhagen, the Capital of Denmark.  Prior and during its opening the expectations on transnational commuting, new business opportunities and increased tourism flourished. Not least in the marketing campaigns from the bridge consortium and the politicians behind the idea.

Then nothing happened. Except for disappointments. Less travelling than expected, less new business, less tourism. Less everything. What went up, soon went down. Heavily.

But yesterday the consortium for the first time ever reported they are ahead of expections. More than five years after the opening of the bridge. Suddenly there are proofs of a changed behavior in the region.

The key ingredient here is of course: TIME. It takes time to change behavior. Especially if it concerns jobs, living, everyday culture etc. But also when it comes to use of mobile phones, the Internet, new fuels or new food....But time is frustrating. That's why so many try to sell services, products and ideas that will accelerate adoption. Because that's exactly what we want to buy: "Less time".

So, there we are. With the N-curve.

Is the N-curve good or bad? Well, from a marketing point of view it's rather bad. A product with no expectations will definetly bring more immediate positive user experiences than one with high expectations. And positive experiences bring positive word-of-mouth which brings more users.

But, on the other hand, and from an investment perspective: With no or low expectations, would there be any bridges built at all?