Good To Great: Adding Features | Unskippable - Marketing Keynote Speaker - Jim Kukral

Good To Great: Adding Features

I wrote the other day about how Aweber added a nice new form builder feature to their product. Read about that here.

It got me thinking. Aweber gets it. They know that you have to continuously improve your product if you want to stay on top, and they know that you need to then give it to your customers as a feature. I’ve seen some companies try to paste on extra fees for upgrades like the Aweber one.

Bad idea. To be successful… to keep customers… you have to be constantly adding features, not charging more. Sure, you “could” make a nice chunk of change getting people to sign on for the upgrades, but in reality, all you’re doing is alienating your existing client base by not giving it to them already.

Why cheese off your customers? It makes zero sense.

My philosophy has always been to add, add, add… then add some more. Keep piling on the features until your customer loves you so much they will never leave!


That’s what you want. That’s how you build customer evangelists too.

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