Those are the fundamentals of what goes into a business plan, and many people
have it in their heads but don’t write it down.
Second is, don’t try to change user behavior dramatically. If you are expecting
people to dramatically change the way they do things, it’s not going to happen.
Try to make it such that it’s a small change, yet an important one. For
example, the reason that Hotmail succeeded was because people were accustomed
to going to different websites. All they had to do was put in their name
and password and a little bit of information and they got an email account. So in
that regard, it was the ease of use of getting online and having an identity.
The other reason why Hotmail became kind of like its own phenomenal PR
was every time somebody sent an email out, it was sent from @hotmail.com.
That’s of huge branding value, to have that moniker in people’s email IDs. So
when people would give a business card to somebody that said @hotmail.com,
it perpetuated the brand.

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