How Pinterest Became an $11 Billion Company by Organizing the World's Hobbies

How Pinterest Became an $11 Billion Company by Organizing the World's Hobbies

The concept of collecting has been built into Pinterest from its very earliest iterations. How Pinterest’s early growth was driven by focusing on the users the company had How accessibility and ease-of-use have shaped Pinterest’s growth and development as a product Why Pinterest’s relentless focus on its user base has been so critical to the company’s continued survival There were two main reasons for Tote’s failure: The app was at least five years ahead of its time. Shopping and e-commerce had not yet become mainstream in brick-and-mortar retail in 2009, and consumers weren’t using their mobile devices for shopping companion apps. Apple’s App Store was not yet ready to support cloud-based app companies While analyzing Tote’s user data, Silbermann and Sciarra discovered something interesting. Tote’s users were using the app as intended. They were browsing for products and saving them using Tote’s Favorite function. Many Tote users were finding new products through the app, then sending images of these products to themselves. although user behavior was crucial to Pinterest’s early development, the app’s initial audience was arguably as important—if not more so—than how that audience used the app. Facebook did this by targeting tech-savvy college students. Twitter did the same by appealing to journalists, bloggers, and the media. What’s remarkable about Pinterest is that it took the completely opposite approach. Instead of targeting developers in the Bay Area, Pinterest targeted homemakers in the Midwest and gave them something really valuable. Facebook and Twitter tend to emphasize sharing updates about ourselves. Pinterest, on the other hand, emphasizes sharing things we like..

"これからは「一番最初に思い出してもらえるブランド」しか生き残れない｜池田紀行@トライバル｜note". 想起集合は、「消費者が、所定の製品クラスにおいて認知しているブランドの集合のうち、購買を考えるような下位集合」と定義されます。 処理集合と非処理集合の違いは、「よく知っているかどうか」です。 Evoked Set（想起集合）を理解する 保留集合は、知っていて（知名集合）、製品の特徴をある程度理解している（処理集合）けれど、上位3つのEvoked Set（想起集合）に入れていない集合体です。 知っていて（知名集合）、ある程度製品の特徴を理解している（処理集合）上で、絶対に買いたくないと思われているブランド群が拒否集合です。 ブランドエクイティ（ブランドの資産）は、ブランド認知、ブランド連想、知覚品質、ブランドロイヤルティ、その他資産の5つの掛け算の総和であるとされています。 想起される順番（1位→2位→3位）で検討が行われます。第一位選択は、一番最初に検討してもらえるんです ダブルジョパディの法則とは、「マーケットシェアが高いブランドは購買客数も多い。またこれらの購買客は行動的ロイヤルティも態度的ロイヤルティも高くなる」という法則です ZMOT（Zero Moment-Of-Truthの略）（「じーもっと」と読みます）は、2011年にGoogleが提唱した「消費者は店頭に行く前に、すでに購入するブランドが7～8割がた決まっている」ことを明らかにした概念です。 Evoked Setに入るため、入り続けるために、何が必要なのでしょう。僕は、フリークエンシー（接触頻度）だと思います。 TMOTにいる既存顧客（ファン）の中からファンフルエンサーを見つけ出し、報酬と契約によらない中長期的な信頼関係（リレーション）を構築し、ZMOTの中に頻度高く良質なクチコミを生み出し続けることを手伝ってもらう.

The Power of User Focus and Brand Recall in Building Successful Companies

Introduction:
When it comes to building successful companies, two key factors often play a crucial role: user focus and brand recall. Companies like Pinterest, which became an $11 billion company by organizing the world's hobbies, and the importance of being the first brand that comes to mind in consumers' evoked sets. Let's explore how these concepts have shaped the success of Pinterest and other companies, and how they can be applied to create thriving businesses.

The Importance of User Focus:
Pinterest's early growth can be attributed to its relentless focus on its user base. By understanding the needs and preferences of its users, Pinterest was able to provide a valuable platform for organizing and discovering hobbies. Unlike other social media platforms that targeted specific demographics or industries, Pinterest took a different approach by targeting homemakers in the Midwest. This unique user focus allowed Pinterest to offer something truly valuable and tailored to its audience, leading to its rapid growth and success.

The Role of Accessibility and Ease-of-Use:
Another factor that has shaped Pinterest's growth and development is its accessibility and ease-of-use. From its earliest iterations, Pinterest has been designed to be user-friendly, making it easy for anyone to navigate and use the platform. This focus on simplicity and intuitive design has been key to attracting and retaining users. By removing barriers to entry and creating a seamless user experience, Pinterest has become a go-to platform for hobbyists and enthusiasts worldwide.

Building Brand Recall and Evoked Sets:
In the world of branding, being the first brand that comes to mind is crucial for success. The concept of evoked sets, which refers to the subset of brands that consumers consider when making a purchase decision, plays a significant role in brand recall. Companies must strive to be included in consumers' evoked sets and maintain that position to increase their chances of being chosen.

To achieve this, companies need to focus on several factors, including brand recognition, brand association, perceived quality, brand loyalty, and other assets. By consistently delivering value and creating positive associations with their brand, companies can improve their position in consumers' evoked sets.

Actionable Advice:

1. Understand and prioritize your user base: Take the time to understand your target audience's needs and preferences. Tailor your products or services to provide unique value that resonates with them. By focusing on your users, you can build a loyal customer base and drive growth.

2. Prioritize accessibility and ease-of-use: Make it easy for users to engage with your brand or product. Remove barriers to entry and create a seamless user experience that encourages exploration and engagement. This will increase the likelihood of users including your brand in their evoked sets.

3. Build brand recall through consistent value delivery: Consistently deliver value and create positive associations with your brand. Be the brand that comes to mind first when consumers think about a particular product or service. This can be achieved through effective marketing, exceptional customer service, and a strong brand identity.

Conclusion:
The success of companies like Pinterest highlights the power of user focus and brand recall in building thriving businesses. By understanding and prioritizing their user base, creating accessible and user-friendly products, and consistently delivering value, companies can position themselves as the go-to brand in consumers' evoked sets. By following these principles and taking actionable steps, businesses can increase their chances of success in today's competitive market.