“Any product or service that is neither extremely high-fidelity nor high-convenience risks sinking into fidelity belly – no-man’s land of consumer experience – ruled by apathy.”
“EXPERIENCE + AURA + IDENTITY = FIDELITY”
In Trade-Off, Kevin Maney shows that almost every decision we make as consumers involves a trade-off between fidelity and convenience–between the products we love and the products we need… Products that are at one extreme or the other–those that are high in fidelity or high in convenience–-tend to be successful. The things that fall into the middle-–products or services that have moderate fidelity and convenience-–fail to win an enthusiastic audience.
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