I want to know what is going on with the fourth dentist? What did he/she see that the others didn’t or why did this person think it was enough to go against the grain?
Have you taken the Enneagram personality test yet? I am a type “8 – The Challenger.” If you are an “8 – The Challenger,” then you probably don’t mind having the Stay at Home order these days, but you don’t like being told that you HAVE to Stay at Home. The test result also explains why I am consistently so intrigued by the one dentist who isn’t on the same page as the others when it comes to the toothpaste studies.
The product launch for Quibi reminds me of this. Quibi is a mobile first video streaming service that launched April 6 when many states were getting their Stay at Home order. Quibi is an app that provides short form programing for people on the go. Are you waiting for the bus, open Quibi. Are you in line for toilet paper at the grocery store (who isn’t these days), then open Quibi.
Was it a good idea to launch Quibi in April of 2020 during global pandemic? I picture the meeting room to be similar to the dentists voting on recommendations for the newest toothpaste. Depending on how late they were debating the product launch, the meeting could have been like Tripp and Tyler’s, “A Video Conference Call in Real Life.”
Launching Right Now Benefits:
- Everyone is at home and can’t go anywhere
- We’re spending more time on our phones than ever before
- Quibi has a 90 day free trial.
Launching Right Now Cons:
- More and more people are losing their jobs and paychecks. Do they need another monthly subscription when the trial ends?
- Quibi is losing valuable earned media space. News is 24/7, but right now it’s dominated by COVID-19. There are not too many opportunities to move the lead stories.
Quibi can still capture paid and owned media, but there is a lot of value in “earned” media. I like looking at Google Trends to gain some insight into what people are trying to find. Even at the peak (April 6 launch date), Quibi was still being out searched by toilet paper!
The Verge has a great story on this timing and the content properties (or lack thereof) it is bringing at launch.
What would your answer had been in the meeting room when asked “should we delay the launch?”