Big Red Button, (you know you'll click it)

In the flurry of announcements and product launches in the consumer electronics market that preceded and accompanied the Consumer Electronics Show in Las Vegas, you may have missed a little announcement from Netflix, buried in a sea of news and reports about tablets and more tablets.

Last week the internet subscription and streaming service for movies and TV shows announced that streaming of Netflix supplied content to TVs would soon be made even easier, as a number of leading manufacturers like Panasonic, Sony, and Toshiba have agreed to place Netflix-branded one click buttons on remote controls for internet connected TVs, Blu-ray disc players, and other devices that connect the internet to TV.

For Netflix customers, this makes accessing and streaming content even easier and more convenient; for non-Netflix customers the simple act of grabbing the remote to fire up the TV will present an opportunity to raise interest and awareness in the service, and perhaps win over a few more converts. Heck, how many people, even if they had no idea what the big red button actually did, could resist pushing it at least once to find out what may happen. Instead of reading 'Netflix', the button could probably read, 'Don't click this', and lots of people would give it a go anyway.

I have posted about Netflix once before, in the context of how the Netflix subscription and streaming models, with their flexibility and low switching costs could be a sign of things to come in the enterprise and workforce technology spaces.  I think the 'Netflix' button getting placement on TV remotes offers up another potential lesson for both technology solution design as well as for HR professionals challenged with getting their messages seen and heard.

The remote is the launch point for the TV viewer's experience, and Netflix, wanting to be an active and engaged part of that experience is moving to bring forward their position from a place buried in a series of menu commands, to a simple and enticing 'Click here' button. Netflix knows there are competing with the almost limitless choices that a consumer of entertainment has, so by positioning themselves closer to the decision point, they will improve their chances of being considered, and consumed.

Just as the TV viewer navigates through these options before making a selection, most information worker types start their workdays also presented with a plethora of items competing for their attention. Start on last night's 22 new emails, check voice mail, have a look if anyone left donuts in the coffee room, and so on. And as the typical day progresses, the competition for attention intensifies, and the chances for any singular message or meaning cutting through the activity and noise are likely diminished.

You as the HR professional, or the technologist attempting to cut through this clutter and have your message resonate, or have your new and snappy system for collaboration or learning or whatever actually connect with the people you are convinced it would help may want to consider the 'Netflix' remote.

The key - don't have your message or your feature swimming in a sea of similar message and options. If you believe it is truly important, and you have the guts to stand by that determination, then find a way to make it stand out, make your message or your new tool the equivalent of the big, red,' I dare you not to click me', super intriguing Netflix button. Get your link to the new tech tool on the user's home page, get the CEO to sign up and petition others as well.  Make your pitch boldly and differently.

Don't let your idea get lost somewhere between 'Pause' and 'Mute'.