March 30th, 2007
Thoughts on Seth Godin’s Joy/ Cash Curve
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Seth Godin’s Joy/ Cash Curve shows that for many products, the more you pay, the less fun the buying is.
The Y-axis here is actually ‘Net Joy’ or ‘Total Joy minus Total Pain’. While increasing the ‘Joy Factor’ may help a little, the problem, and the solution, lies in the ‘Pain Factor’.
The purchase process for high-ticket-size products like cars or houses is painful typically because of three reasons - the length of the purchase cycle, the amount and complexity of paperwork and the tendency to undercut the main product and make money on the extras.
I don’t think that entertaining the customer, as Seth Godin suggests, will solve the problem. Making the purchase process shorter, more transparent and more off-the-shelf will.
