The concept of "Promise Land" fascinates me. I learned it from Andy Raskin. There are so many ways you can describe what Promise Land is. Andy does it the best, of course. In simple words, Promise Land is the change you want to create in your customers' lives. It's so simple, but not easy. I have been thinking about it for months, and I'm sure my thinking will evolve in the future.
What change are we trying to create in Stock Card's customers' lives? We want to save people time, because time is the most valuable asset they have. Why? Why now?
It sounds corny, but it isn't. Everything we do takes a toll on our time. Social media nibbles at our time, emails consume our time, Netflix gobbles it up. And, we are left with no time that we can use to make investment decisions and manage our wealth. Therefore, we either make mistakes by relying on our intuitive judgment, news, or friends and family recommendations, or we give up better than average return by choosing the passive investing route.
Now comes Stock Card. It is a place(?) where people can make mistake-free investment decisions without spending hours learning and researching. Stock Card makes mistake-free investment decision-making so easy and intuitive that it literally takes you no time. Why do you have to make mistakes or accept the average return of the market, when you can invest easily and generate results without spending any time on the process? In the end, we let you gain back time. You can go back to your social media, emails, Netflix, or whatever else you'd want to do with it, knowing that you made the right investment decisions.
If we tell Stock Card's story in this way, it's a lot easier to let the customers understand the change we can create in their lives. As Andy puts it, it's not about how we are better than the competitors, it's about whoever that tells the story better!
And, that's our story (at least, for now ;):
"We save you time, because time is the most valuable asset you have in life."
In the days to come, my team and I are going to experiment with this new Promise Land of ours. I will tell you how it goes. By the way, if you want to learn from Andy Raskin, and I think you should, watch this latest presentation he did. Have fun!
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