Will people drive for half an hour?

If you grew up in a small town like I did, you’d know that in order to do something interesting you’d have to get in a car and drive a few miles. And if you did, it was for a very special occasion.
In my case I loved movies (I still do), and the closest cinema was like a half an hour drive. Actually, I rarely went to the movies, but I remember that when I did, it was a really great movie. There was no discussion about it, a pretty good movie wasn’t worth the ride, but a remarkable movie? You betcha.
When you create a new product or service, don’t get comfortable with pretty good. Pretty good is okay, but it won’t make people drive across town for it. And that’s the goal.
Make something so good that people would drive for half an hour just to buy your product.