We get used to silly, nonsensical things… or do we?

I am flying out of Phoenix tomorrow and received an email from American
Airlines to remind me to check in. Click here, the message says and I
do. It tells me that I have come to the wrong website and the flight is
being managed by their recently merged partner US Airways, so I have to
click to go to the US Airways website. I do and it tells me to re-enter
all of my information. I do and it takes me to a screen to pick my
seat. I click and it tells me that their recently merged partner
American Airlines is running the plane so I cannot pick my seat…

I need to buy four barstools for my kitchen and I am running from one
appointment to another before going out of town for two weeks. So I go
to the Pier One website. There are 30 barstools to choose from. I pick
one and it tells me the store closest to my house has two. It doesn’t
tell me where I can find four. So I click a different style. The store
has three. So I pick a different style. The store has none. I stop. I
was ready to spend $1,000 with Pier One, but apparently they’re not
ready to take it from me…

Meanwhile AirBnB (founded 2008) has more rooms that InterContinental
Hotels (founded 1777). Uber is worth $16 billion. And there are 78
other companies valued at over one billion dollars that have appeared
in the last year or so.  What do they do? They take care of the
things that are frustrating and make them easy. 

If you don’t make it easy for customers to use you these days, someone
else will.

Oh look, here’s an app called Furnish that will not only sell me four barstools,
it will show me what the barstools look like in my kitchen before I buy
them and
it will buy direct from Ikea, Target,
Crate & Barrel, Potter Barn, Herman Miller, Knoll, West Elm…

Innovation distinguishes between a leader
and a follower. 


Steve Jobs