If Little Clouds of Doom Follow You Around, There Might Be Money In It For You!

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Via Tyler Cowen, here’s an intriguing new paper that claims certain kinds of customers are—not to mince words—“harbingers of failure”:

We show that some customers, whom we call ‘Harbingers’ of failure, systematically purchase new products that flop. Their early adoption of a new product is a strong signal that a product will fail — the more they buy, the less likely the product will succeed. Firms can identify these customers either through past purchases of new products that failed, or through past purchases of existing products that few other customers purchase. We discuss how these insights can be readily incorporated into the new product development process. Our findings challenge the conventional wisdom that positive customer feedback is always a signal of future success.

There’s a chart, naturally, because Science™. For example, if repeated harbingers (dotted green line) account for half your sales, you’re pretty much screwed. Your shiny new product has less than a 10 percent chance of success. The reason I find this all intriguing is that I have lately begun to wonder if I myself belong to this group. I use Firefox and I think it’s great. Chrome sucks. I think Windows 8 is terrific on a tablet, far superior to either iOS or Android. And I read all my books on the Nook reader, which I like better than the Kindle reader.

Now, Firefox has had a pretty good run and may very well stay around for a while. But it’s not looking like a winner these days. Likewise, Windows tablets account for—what? Maybe 2 percent of the market, despite Microsoft’s massive marketing campaigns. And Nook, of course, is already officially dead, hanging on in limbo until it gives up the ghost for good.

So here’s the deal: I’m willing to rent out my services as a harbinger. Send me your new tech products while they’re still in testing, and then cross your fingers and hope that I don’t love them. If I do, it’s back to the drawing board.

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THE TRUTH...

is the first thing despots go after. An unwavering commitment to it is probably what draws you to Mother Jones' journalism. And as we're seeing in the US and the world around, authoritarians seek to poison the discourse and the way we relate to each other because they can't stand people coming together around a shared sense of the truth—it's a huge threat to them.

Which is also a pretty great way to describe Mother Jones' mission: People coming together around the truth to hold power accountable.

And right now, we need to raise about $400,000 from our online readers over the next two months to hit our annual goal and make good on that mission. Read more about the information war we find ourselves in and how people-powered, independent reporting can and must rise to the challenge—and please support our team's truth-telling journalism with a donation if you can right now.

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