20 years ago, it felt uncomfortable (one might call it “weird”) to:
But today, every one of these behaviors is considered normal.
Each of the above are examples of when broad social norms were changed by companies that created a new solution with an an engaging experience. Through excellent experience, people began to adopt new behaviors that were initially awkward because the solutions offered solved problems and opened up new potential in established industries.
In the software and technology ecosystem, Gong and Calendly stand out as similar examples.
If you had tried to record a conversation 10 years ago, it might have been viewed as creepy or an invasion of privacy; today, it’s so expected that people don’t blink when a separate recording entity joins a Zoom call.
And remember the kerfuffle around Calendly? The sending of calendar links was seen as an uncomfortable presentation of corporate power struggle. But over time, the ease of the product and benefit to all sides has made the technology adopted and accepted to an entirely “this is normal behavior” level.
In short, both technologies helped dissolve discomfort in a new behavior by providing value for multiple different sides of the people who use their products. Let’s take a deeper look:
There is an existing paradigm in email (and many other platforms) that says every message has a place in your inbox. This paradigm is reinforced by some of the biggest players in tech, who make use of those messages to understand what you’re interested in and advertise to you.
Today, anyone can send an email to you at any time, resulting in most of your inbox being overwhelmed by unwanted (and irrelevant) email. 73% of U.S. professionals agree with the statement: “I get too much unsolicited email.” (Inbox Intelligence Report, 2022)
As a solution, Gated removes unknown senders from your inbox and challenges them to donate to your nonprofit to reach you.
Similar to Gong and Calendly’s technology, this experience may feel different and odd the first few times you experience it. But also similarly, the more people use Gated the more it’s easy to see the benefit to both users (less irrelevant email) and senders (easier for responsible sellers to stand out). [As a third area of benefit, nonprofits are uncovering Gated as a free channel for more funding and awareness.]
With increasing adoption of Gated by users and strong endorsement of the process by senders as well, we can expect to see a shift in communication. While we once believed that anyone should reach us at any time, that paradigm is no longer sustainable. Our world is becoming increasingly full of digital noise and automated technologies working to get a piece of our attention.
Gated is creating. technology designed to protect your time (and mental health) and give you back control over your own attention. Read our manifesto to learn more.