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Dave Friedman's avatar

On the Ben Thompson essay: my impression is that he is trying to draw a distinction between the so-called 'bottoms up' customer acquistion strategy and the 'top down' customer acquisition strategy.

I'm not sure why he doesn't mention it in his essay, but the canonical example of a company which acquired its earliest customers from the bottoms up strategy is Stripe. Stripe got developers at all sorts of companies to use its simple code, they built stuff with it, told their managers that it was amazing, those managers told their managers, etc., and soon enough, Stripe penetrated thousands of organizations.

Compare, on the other hand, to, say, Oracle's or Salesforce's customer acquisition strategy, in which the sale was made, ideally to the CxO of a large enterprise. The actual users of the product (the front line employees) didn't have much choice in the matter of software they were to use to do their jobs; the software, often awkwardly designed, was foisted on them from on high. From the perspective of CxO types, this was great. From the perspective of the ultimate user of the software, this was terrible.

The question with AI is whether customer acquisition will follow the bottoms up or top down path. Ethan Mollick has written frequently in favor of the bottoms up approach, in which individual employees experiment with ChatGPT or similar, and figure out how to make it a productivity-enhancing complement. He has also noted that many corporate liability policies militate against employee adoption of AI tech.

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JL's avatar

It makes sense the AI has much faster adoption than PCs or the internet. AI is free, requires no expertise, and requires no work to set up. You had to buy and install a modem and pay for a service to get the internet. You had to buy and learn a PC. AI just works. It's kind of like a new show on TV. It requires nothing on the users part other than knowing it exists and is good.

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