Thursday, December 30, 2010

I'm Old Fashioned So Sue Me. But I am a Great Consumer Case Study

Most of you think Technology is about Cleverness. But it is not. It is Clever. But it preys on two Human constraints. Time and Laziness. If anyone saw the movie Wall-E, that is where we are heading. All those humans who did nothing but sit and have robots letting them rot into blobs that can't even walk let alone do things for themselves. Isn't Facebook 100% about Laziness? So I don't have to call a friend or see them in person? Isn't online shopping about Laziness so I don't have to get in my car and mingle with other people?

So Technology often is about laziness. Yes please say that again at least 217 times. It is. People will pay good money to cram more things into their days and allow them less effort in doing so.

Great Examples of Laziness Break Throughs:

Digital Phone Buttons: That rotary dial was killing me.
Digital Phone Books: I used to know about 50 people's phone numbers by heart. Now I know none.
Digital Music Collection: Because leafing through albums and then using a record player was a bummer.
Cars: Because Horses were a bitch to house and feed and ride.

But before these breakthroughs in Technology we were completely happy to walk somewhere. Or have long chats with a friend we haven't seen in quite some time.

But there are lessons learned. If you make a Great Product, offer Something Unique, or an Incredible Experience. People will do anything to patronize. We still drive long distances to see or experience, or go above and beyond to do something.

See my list of Blogs to the left, that I read by very thoughtful and insightful people? I do not have an RSS Feed or subscribe to anyone of them. I go there manually on my own, often. Because the content is compelling and exceptional.

And this might upset Marketers and Advertisers. But Great Products, Great Content, Great Experiences sell themselves. Advertising can tell people about something, but if the Product, Content, Experience sucks, it can not overcome that! But Great Products, Content, Experiences can overcome crappy Advertising or no Advertising.

I wish to give credit to @LizStrauss who during a chat last night on the Twitter said "many Brands are not sure what they sell or whom their customer is". She was correct. If you do not know what you sell you can't focus on making it best in class now can you? 

Focus not on honing your message or your branding, though this doesn't hurt. Focus on honing what you sell. The rest will take care of itself. That will condition your customers to come back. Whether it is to visit your website, read your writing, buy your product, watch your content or come to your store or restaurant. And conditioning is not about Laziness or Cleverness. Those Blogs to your left? They all conditioned me to visit on my own. And I do.

*photo credit above Walt Disney Pictures

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