Smash Notes
What Did Instant Pot Founder Robert Wang Learn About Cooking and Word of Mouth?
at 16:35
Answer
Robert Wang tells Get Together that cooking is social. You cook for family, friends, and a party, and if the dish is good you brag about the tool. He cites Jonah Berger's Contagious for a split he remembers as about 7 percent of word of mouth online and 93 percent offline. By 2015 Instant Pot was on its fourth generation, with nearly 100,000 reviews, though a new model wiped the old listing's reviews. Support tickets outran the team, so he asked customers to help each other. A consultant who was already a fan helped build the official community. The Facebook page dated to 2010 with no strategy. He held off on a newsletter because it felt too in your face.
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