One of the most famous examples occurred in 2008 when Drew Houston released a three-minute screencast recording of a product he was working on called Dropbox. The screencast showed a simulation of the product’s value proposition: its functionality, ease of use, and benefits. The video went viral [51] and almost overnight garnered Houston more than 75,000 signups from early adopters eager for a product that had not even been built. Now, that’s some successful conversion results that show people want your product! This advertisement or “concierge MVP” (as Eric Ries called it in Lean Startup) primed the pump for startups to begin going ballistic running experiments using explainer videos. (See Mint, Crazy Egg, Dollar Shave Club, Groupon, and even Airbnb.) Figure 7-9 shows the explainer video that Jared produced for TradeYa. Figure 7-9. Jared’s explainer video of the TradeYa value proposition (https://www.youtube.com/watch?v=ENBGDRHAJN4) Concierge MVP “Concierge” is a French word that essentially means doorkeeper. The job of a concierge in a hotel or residential complex is to ensure that the experience of its customers (tenants, guests, whoever) is frictionless from the moment the person enters the building (or service or product). When I speak about Concierge MVPs, I’m referring to an attempt to simulate an aspect of the customer’s experience without the interface and to do it with as little friction