Why Users Finally Said Yes

For the longest time at Soon , we faced a perplexing problem. Whenever we built a new feature, the idea was to develop it alongside our users or, ideally, new prospects so they could experience the power of the product while we gathered their feedback to create the best possible feature.

As an example, when we were building our auto-scheduler for Soon—our workforce management software—we used this approach to invite teams to join our pilot. This feature could generate the most optimal schedules for teams, tailored to their specific objectives and constraints. This wasn't an off-the-shelf solution; we offered to customize it to fit each company's unique requirements. In the world of workforce management, that's akin to handing out a bespoke software solution that could easily cost upwards of €100,000.

Yet, when we reached out to companies with this offer, the response was underwhelming. Actually, that's putting it mildly—they weren't interested at all. It didn't make sense. We were offering significant value with minimal effort required on their part. So, why the lack of enthusiasm?

The Misalignment of Value and Effort

The auto-scheduler was, in theory, a game-changer. But in practice, it demanded something from the users that they weren't ready to give: a change in their processes. Implementing a new scheduling system, no matter how efficient, requires time, training, and a shift in workflow. We were asking them to disrupt their routine for a promise of future efficiency. That's a hard sell, especially when people are swamped with immediate concerns.

We realized that while we saw immense value in our solution, the users saw effort, uncertainty, and risk. They didn't doubt the potential benefits, but the upfront costs—in time and disruption—were too high.

The Turning Point

Frustrated but not defeated, we decided to pivot our approach. Instead of asking users to adapt to our product, we offered something that required almost no effort from them but provided immediate value. We reached out to some of our old contacts—sales leads that had gone cold. Interestingly, the most responsive were those who had recently switched to new organizations. In their new roles, they were open to exploring fresh ideas to make an impact.

This time, we didn't pitch a tool or a process change. We simply asked them to send us a CSV file of their existing volume data—the number of incoming phone calls, tickets, or chats in any format they had. No need to extract special reports or manipulate data; just send us what you have. We took on the task of processing the data into the format we needed.

Once we had their data, we generated a forecast and prepared insights specific to their business. We didn't just send back a report; we created a video walkthrough, highlighting trends, anomalies, and actionable findings. We even returned the forecast results in a CSV file they could use immediately.

Why This Worked

The key difference was making it about them. By using their own data to generate insights, we provided immediate value without asking for significant effort or any changes to their existing processes. They didn't have to imagine how our solution might benefit them in the future; they could see the benefits right away.

Moreover, people are naturally curious about their own business. An external analysis of their data offered a fresh perspective—a "reality check" from an outside pair of eyes. Since the data shared wasn't sensitive, and the person we contacted could easily pull it without involving others, the barriers to participation were minimal.

Lessons Learned

This experience taught us a fundamental lesson: always think about "what's in it for them." It's not enough to have a product that you believe is valuable. The perceived effort and risk on the user's part can overshadow even the most compelling value proposition.

To successfully engage users, especially in the early stages of product development, you need to:

1. Lower the Effort Barrier: Make participation as effortless as possible. Handle the heavy lifting yourself.
2. Provide Immediate Value: Offer something they can benefit from right away, without needing to change their behavior or processes.
3. Make It About Them: Personalize the experience. Use their data, address their specific needs, and speak their language.
4. Eliminate Obstacles: Anticipate and remove any potential hurdles that might prevent them from saying yes.

The broader implication here is that in product development, especially for B2B solutions, empathy is crucial. Understanding the user's perspective—not just their needs, but their constraints and hesitations—can make the difference between indifference and enthusiasm.

The Path Forward

We're excited about this new approach, not just because it helped us engage users, but because it aligns with how we believe products should be built: collaboratively, with real use cases guiding development from the outset. By involving users in a way that benefits them immediately, we create a partnership rather than a sales transaction.

As we move forward, we're committed to keeping the user's perspective at the forefront. It's not about convincing them to adopt our solution; it's about working together to create value that is tangible and immediate.

Join Our Forecasting Pilot

If you're intrigued by what you've read and wondering, "Can I still join?" the answer is yes! As long as we're still refining our forecasting engine, we'd love your input. If you have a data source we haven't worked with yet, even better—your insights help make our solution stronger. Feel free to reach out via direct message or email me at [email protected] to get involved.

Final Thoughts

If you're struggling to get users to engage with your product, take a step back and ask yourself: Are you making it about them? Are you minimizing the effort required on their part while maximizing the immediate value they receive? Sometimes, the key isn't to push harder but to align better with what your users actually want and need.

In the end, people are more willing to say yes when it's their idea—when they see the direct benefits without the looming shadow of effort and risk. Our journey at Soon has reinforced this, and we hope it sparks some ideas for you too.