Rocking chairs are not for sitting

Or increasing usage through alternative benefits

In many children's stories, grandparents are often pictured with rocking chairs. Yet, in modern times, these chairs seem to be less common - it’s a shame.

You see, rocking chairs have always had a hidden benefit. They're not just places to crochet, read, or ponder thoughts. All these activities demand focus and a sense of detachment from distractions. So it's not an accident that rocking chairs are a favourite for them.

What do people usually do when they're focused on work, for example? They find some distracting behaviour they're not even aware of: bitting their nails, shaking their leg, etc. I don't know why it happens, but you can go to any office building or coworking space and you'll see this happen.

And that's why rocking chairs are great for doing these things. The rocking motion replaces the nail bitting, the leg shaking, etc. It's a way to focus on focusing.

And no, I didn't turn into an IKEA salesman. This is still a marketing newsletter. The reason why this is relevant is because products can have unintended uses. The rocking chair was built as a chair (duh). But it ended up being a favorite for this kind of activities because of how it benefited them.

Along with them we have paper clips - and their ability to open SIM card trays - or baking soda - which was meant for baking but ended up being used for cleaning too.

💡 Exercise for you: what's your product main use? Have you spotted your customers using it for something else? How can you promote this behaviour?