
A few weeks back, I read one of Scott’s Implications posts on what AI adoption look like from here on out. I wrote about it on my other blog as well of my favorite takeaways, but for the purpose of this one, this quote particularly resonates.
โExplorers vs. Guardiansโ is the new โVisionaries vs. Pragmatists.” In previous eras, early adopting cohorts of customers known as โVisionariesโ were those more willing and forgiving of a productโs shortcomings. Product teams worked tirelessly to improve their onboarding and polish their features to the point where later cohorts of customers, known as โPragmatists,โ could come in and find their way. Today, the early adopters are the โExplorers,โ a cohort of customers willing to share their data and โtrust by default,โ despite the occasional misstep, as they explore the unknown. And the later cohorts of customers are the โGuardians,โ who value their privacy as a precious asset and donโt want their data indexed. Trust is the bridge for Guardians to become Explorers.
The currency of adoption in the past used to be perks, discounts, free trials, and a little bit of brand and relationships (especially for enterprise).
The currency of adoption in the future is trust. Which, to be fair, are also won via brand and relationships.
a16z seems to like the phrasing of preferential attachment. While it’s still a slight mouthful, it is true. Similarly, one of the best pieces of advice I got early in my venture career was that it’s not about who you know, but who trusts what you know. In the age of AI, where all tech moats in software (and one day, hardware) have fallen, transactions are cemented over years, if not decades of trust. Trust not in the sense of pure “do I use the product?” but “do I trust this company with my data?” Trust over time is something that the market outside of the US has long prioritized, but still fairly foreign to a lot of US-based companies with a primarily US-centric customer base. The US, especially the bi-coastal regions, has long had a higher proportion of early adopters than other geographies. Ideas flowed freely. Interest in trying new things has long been the culture here. And because software was rather compartmentalized across entities, many of whom made switching costs really hard, adoption of new technologies was usually around niche or new use cases rather than old.
And in this world, where trust matters more than any other sales tactic, you either did a good job maintaining relationships and building and growing a brand where your intentions are clear, or you didn’t. And if either of the above two were an afterthought pre-AI, you’re a leg behind already. As two folks once told me, “someone can’t measure your competency until they see your intentions. If they deem you as competent before they know your intentions, it’ll actually have the adverse effect.”
So despite me not liking the idea of self-promotion and social media growth, the value an investor can bring to the table is helping a founder leapfrog their way into deeper layers of trust. Be it brand/marketing or pre-existing relationships.
Photo by Marek Piwnicki on Unsplash
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