Product Behavior

A Genius product approaches a problem–often, an old problem–in a new way. Flor is a great example: they revisited the rug. Rugs are big, expensive investments. Buy one, especially a large one, and you live in fear of spills, dirt, play-doh: basically, the stuff of life. You can clean your rug with a big machine, [...]

Many of my clients have too narrow a view of the competition. They tend to only view products that sell on the same shelf, in the same store, as their own as competitors. A few years ago I did some work for a power-tool manufacturer trying to revamp a product line. The devices sell in [...]

I’ve been on the road this week, consulting with a client and conducting some research with consumers for a new product. The client has one product on the market and is adding another, which will perform a different, but related, function. It’s interesting because right now, the company is defined by their one product. But [...]

I end up drawing a diagram of the “Touchpoints” on a whiteboard several times a week. It describes the consumer’s complete experience with a product…

A Hero product or service stands for something. Raja M. Daswani qualifies. Here’s his ad from the New York Times: Raja Fashions Mr. Daswani leads with his mission, and everything else he does supports that mission. It’s not even clear what he does until you’re halfway through the ad, but you know what he wants: [...]