Lenny's Podcast: Product | Growth | Career cover image

How to consistently go viral: Nikita Bier’s playbook for winning at consumer apps (co-founder of TBH, Gas, advisor, investor)

Lenny's Podcast: Product | Growth | Career

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Innovation Stalls in Risk-Averse Cultures

Large companies, particularly those that have established themselves as market leaders, often struggle with launching innovative products due to their risk-averse nature. This aversion makes it challenging to articulate and understand the deeper motivations that drive consumer behavior. People generally download apps for three main reasons: to make or save money, to find relationships, and to escape reality. Additionally, apps serving practical needs, like transportation and accommodation, fall into a utilitarian category. Effectively communicating these motivations within a large organization is difficult, especially among seasoned professionals concerned about personal reputation. However, leveraging existing platforms for distribution can provide significant advantages in reaching target audiences.

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