How many times do you see a product launched where the long list of features takes center stage? The bells and whistles have been furiously polished and proudly displayed as the key selling points, hoping to impress. Should the launching company be proud of the hard work and dutifully researched features that stand their product apart from the crowd? Without a doubt, but a misty-eyed admiration of the product may prevent them seeing the bigger picture and asking the right questions.
How will it improve the life of their ideal customer?
How is it the best solution to a pre-existing issue?
Are they clearly conveying the answer to those questions in a sincere way that resonates?
It's great practice to "never fall in love with your solution" as you might miss the bigger picture. A new T-shirt on the fitness scene having customised embroidery and innovative moisture wicking sounds very impressive, but the fact that it is comfortable and stays dry during a workout is surely what will capture attention.
Air Pods appear to be pushing ‘spatial audio’ as the main advertising incentive on their underground poster campaign. How many of us can honestly say they wouldn’t have to jump on google to understand what that even means?
Let’s face it. It is unlikely a company the size of Apple will suffer in AirPod sales due to this, but if you are a new business trying to get into a saturated market or even an established company launching a product designed to compete with what is already out there…Focus on the problem you are solving.
Ken Hughes opened our eyes with his presentation at the Global DIY summit on the challenges of a ‘race for relevance’ facing businesses. The post-COVID consumer is a more tech-savvy consumer, at least in terms of online purchasing. They will often search multiple sites for the best deal before parting with any money. Some have called this a loss of brand loyalty, but maybe that is the reality of the new landscape.
Perhaps on the other side of it is the consumer going through a ‘search for relevance.’
A series of lockdowns and isolations forced even the most reluctant to lean into the idea of DIY in its most literal form. You had no choice but to do it yourself. It also stoked the entrepreneurial spirit of millions and played a huge part in the ‘great resignation.’
Numbers released by Forbes state that a record 47.4 million workers quit their jobs in 2021 and that the trend continues to this day with a further, record breaking 4.5 million quitting in March 2022 alone.
The outcome is a significantly more self-sufficient general public with a keener understanding of the online marketplace, and a driven set of new business starters looking to make up for lost time. Both have a clearer picture of their problems and a better grasp of the available solutions.
If you aren’t saying what they want to hear, you are going to be ignored.
Every customer touchpoint is an opportunity to get your voice heard. Whoever is listening needs to know that you understand them and hear your promises to improve their lives echoing throughout. They need to see with clarity how you propose to make a difference to them.
If you and your team find that you have done all this, you’d think the time has come to sit back and appreciate your work? Sadly, no. Once you have a product tailored to the needs of your customer and focused on the way it can positively impact them, it’s time to question how it can be improved.
Learn not to see what you have created for what it is, but for what it might become.
You might be interested in our blog "He who cares, wins!" read it here