Post-it website, a great example of focusing on value not product features

Right! I am bookmarking the official website for Post-it® under ‘great marketing examples – focusing on value not product features’.   Companies make products. But consumers do not buy products; they buy solutions to problems – functional problems, or emotional ones. That is why marketing communications that focus on product features (e.g., the quality of … Continue reading Post-it website, a great example of focusing on value not product features

The value of social media data is not in data itself, but the interpreter and the use

Tim Kourdi’s comment about the value of information, in my latest blog post, reminded me of an interview with Twitter co-founder, Jack Dorsey. Jack challenged criticism that the physical constraints of the platform (specifically, the 140 characters limit for a message) would lead to shallow, value-less content being shared. He did acknowledge that the limit … Continue reading The value of social media data is not in data itself, but the interpreter and the use

The case of the ‘unbreakable’ phone

A few weeks ago I delivered a guest talk on ‘Innovation’. Among other things, we looked at what turns great ideas into successful products. Many inventors believe that products which are faster / smaller / lighter… than their predecessors, or have features that make them technically superior along some dimensions, will sell themselves and quickly … Continue reading The case of the ‘unbreakable’ phone