What is it?
The Future Proof Effect is all about assuring potential buyers that what you buy won’t be soon outdated or otherwise obsolete.
Why does it work?
It works because from CDs to DVDs to Minidiscs (remember those!) we are aware that certain things become obsolete and worthless overtime. If your offering is designed to be “future proof” and to last a long time, then it’s an attractive proposition to your buyer. It’s a variation of The Compatibility Effect where I can be assured that your offering will work for me and my current situation/people/tech.
How can you use it?
If your offering doesn’t age and is future proof, then be sure to include this in your messaging. If your offering isn’t currently future proof then what could you do (if anything) to make it future proof?
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