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Hyundai and Kia have decided to leave out a key anti-theft device from their vehicles. As such, there's now a growing social media trend where people are joying in recently stolen vehicles.This is a great lesson in what can happen if your product doesn't include key features that your customer is expecting.Article - https://fortune.com/2022/09/22/hyundai-kia-cars-stealing-hack-thieves/If you want to reach product-market fit faster, sign up for my free 5 day email course here - https://nxtstep.io/fit/Episode TranscriptHey, folks, Sean here.And today what I want to talk to you aboutis how to ensure that your product is meeting minimumexpectations with your customers to deliver the right experience.And this is a story that comes froma growing social media trend where Kias andHyundai vehicles are being stolen and joyrided becausethey're missing a key antitheft device.The antitheft device that's missing from Hyundai andKias is referred to as an immobilizer.It's essentially a chip that matches yourcar, is key to your ignition.If you don't have it, it makesyour car ridiculously easy to steal.Now, this is super embarrassing for Honda and Kia,and one of the most embarrassing elements is thatmost immobilizers were rolled out to most passionate vehiclesback in the 1990s, nearly 30 years ago.And what this means is that Kia and Hyundaiowners were expecting it to be included as well.Pretty important feature, you might add.Really changes the experience if you don't have it.So, in terms of what the usage and theinclusion of this feature looks like across other vehiclesand essentially who Hyundai and Kia are competing with,over 96% of passenger vehicles have this immobilizer installed.The vast majority of Hyundai andKias do not, dramatically changing theownership experience, as you might imagine.So let's talk about the impact that missing.This key feature causes owners of thesevehicles and the company as well.So, from the ownership experience, it's probablyrelatively obvious because this key antitheft deviceis not included in these vehicles.They're being stolen at nearly twice the rate ofthe national average, and it's all over social media.So the problem will probably continue to get worse.Making matters worse, it's not really aneasy thing to retrofit because they've missedthis key feature and include some hardware.So you've got tons of vehicles out on theroad that all need to be fixed and areall subject to being stolen at the moment.So the whole thing has just become such a mess.Now, I'm sure that some part of thedecision was in terms of cost savings, right?However that's led to this disaster.So was it really worth it?More than likely, no.And I'm sure if they could takethat decision back now, they would.But that's not you don't reallyget credit for that, right.What you should be doing instead.And this is me getting around to talking aboutwhat this might mean for you and your productcompany and make sure you don't wind up beingor experiencing some equivalent of this disaster than Hondaand Kia is going through.Is to ensure that your product essentially has a keyset of features that your customers have come to expect.Now, what do I mean when I say that?Well, this is when they're obviously expecting.Now, when people are searching whether or not topurchase a particular vehicle, I'm sure they're not askingwhether or not the vehicle has an immobilizer includedor antitheft device as specific as that. Right.They want to make sure thatthe car isn't easy to steal.That has become an expectationover the course of decades.As in, it's just assumed that itwill be included in most product experiences. Right.So they would hope that they wouldn't necessarily need toverify that, but apparently you still might because Honda's andKias for the most part don't include them.But that should be incorporated in a minimumset of expectations that your customer is goingto get when they're using your product.Because like I shared already, greaterthan 96% of vehicles have them.So if yours doesn't, that causes a potentially hugeissue for you if and when that impact likewe're seeing now really starts to come to light.So if your product is not including minimum set offeatures like that, it could ruin the product experience andit could cause untold amounts of brand and reputation damagenot to even include what it's going to cost themfrom an insurance perspective if there's legal action and allthis other kind of stuff.I mean, so what might this look like if youhave, for example, like a B2B SaaS software product?This is the equivalent of not havingproper authentication, storing passwords and clear text.Any of these things that can causeyou significant liability if they come tolight or you ultimately get exposed. Right.There's a minimum set of expectations for the type ofexperience you need to create for your users and yourcustomers and it's something that they've come to expect.If you're not meeting those minimum expectations,it could be glaringly obvious that they'renot going to be interested in doingbusiness with you or purchasing your product.That's one problem that comes out of this.Or if it ultimately comes to light that whatever itis that you've left out of that experience ultimately hascaused major issues for customers and other users, then thatbrand and reputation damage is potentially going to affect whopurchases your products in the future.Like for example, here, which is a question I have foryou is would this issue with Hyundai and Kia prevent youfrom purchasing one of their cars in the future?I know it would affect my buying decision because andimmediately where my mind goes if they've left something likethis out to try to cut costs is what elseare they leaving out of the equation?Do I have all my airbags?Is the structural integrity of thisvehicle like sound and Safe?I have other concerns if they're goingto leave out something so glaringly obvious.So the lesson here is to make sure thatyour product includes a minimum set of features tomeet expectations for your users and your customers.Especially if those features are something that arevery important to your users and customers andit's something they're going to use rather frequently.Plus if it's offered by all of your competitors,but you are missing it in your product, that'sgoing to cause a lot of trouble for you.That could turn into a disaster thatit's been for Honda and Kia.But more than that, is it'sultimately going to potentially prevent themfrom purchasing or using your product?Because you don't have those key features.So you don't want the brand reputation, youdon't want to incur anything anywhere near whatHyundai and Kia are going through.That risk is just too high.So you need to ensure what those minimum expectatio...