Product Behavior

The third product archetype is the product with a new approach. Genius products rethink the world and solve a problem in a new way. You buy a Genius and think, “I can’t believe no one thought of that before.” Example of Genius products and services: iPod George Foreman Grill Walkman Swiffer Amazon Trader Joe’s None [...]

The second archetype in the mythology of products is The Hero. Hero products stand for something. You buy a hero because you buy in to its philosophy. Here are some Hero products and services: Prius iBook (the original tangerine one) BMW Hummer Ben & Jerry’s Working Assets Long Distance L. L. Bean Target Whole Foods [...]

The Star, our first archetype, is a product that does something better than its competitors. Nobody cares how well a star baseball pitcher fields, drives, or sings as long has he can throw the ball better than anyone else. Here are some star products and services: RAZR mobile phone Verizon Wireless mobiile phone service Pay-per-view [...]

Products, like brands, must have a handle for the consumer to grab. This product is the _____ product. If you can’t fill in that blank with a word or two, you’ll have a hard time getting anyone’s attention. Sometimes, clients will tell me their product will be, basically, everything to everyone. But claiming such broad [...]