For about a year now Since the start of last year (time flies!) I’ve subscribed to Startup Threads Monthly. Every month a tshirt, some stickers and a discount offer from some hot new startup arrives in my mailbox, and a small fee appears on my credit card statement among the endless array of taxis, bar tabs and mobile phone charges.
It’s been a while, and my initial motives for subscribing are no longer clear (probably some misguided, hipsterish desire to rock the startups nobody’s yet heard of – bogus and sad, I know). I know why I haven’t cancelled though, and for the same reasons I’d urge all of you to do one thing right now:
Sign up to a subscription service. Startup tshirts, underwear, razor blades, chocolate – whatever floats your boat.
Why? For me there are two reasons. First, there’s the absence of choice. Too many brands are labouring under the misapprehension that consumers want choice. Sure we do, generally speaking, but choice also creates problems we have to solve, and this will often cause us to simply not choose instead. I have to make a bajillion decisions every day at work, many of these having considerable consequences. You think I want to labour over more decisions in my free time? Hell no. Check out any busy working man’s sock and shirt drawer some time and you’ll see I’m not alone – all those threadbare shirts and odd socks are testament to the fact that choice can be an inhibitor to action.
By subscribing to Startup Threads I get a new shirt every month. Some are awesome (better than anything I could have found through hours of shopping), some are pretty cool, and a few I really dislike – but that’s ok with me because the juice is worth the squeeze. To me the cost of a dud once in a while is way less than the benefit of getting a new shirt every month, mostly cool, without having to think about it.
The second reason I love subscription services is possibly a little childish but still valid. I love surprises, and it’s nice to get one every now and then even if I did pay for it myself. Nothing beats arriving home after a long hard day and seeing a mystery package on the table. Joy! Sure I know it’s going to be a shirt, but what’s the design, who’s the startup, will the colour be awesome or… *not awesome*? It’s like having your own little Christmas morning each month, but without the ham (dammit – hey Frank, any chance you could throw in some ham?).
I’ll admit that when some of these product subscription services started to emerge I was more than a little skeptical. Why would someone pay top dollar for something they don’t even get to choose? If you only consider the simple exchange of money for product then yes, it all seems a little nonsensical. But once you factor in the cost of choosing vs the value of not having to choose, and the value of finding a surprise in the mailbox each month, the balance tips entirely the other way. Behavioural economics is some interesting shit, huh?
Go on. Treat yourself.