The Challenge
Luck always plays a role
Our job is to shrink
the role luck plays.
We don’t have the luxury of rolling
the dice and crossing our ngers.
We must increase our odds.
When it’s not luck or marketing
or lowest price... what is it?
The Challenge
Does the best product win?
Does desirability increase as a function of quality?
We use “desirability” here to include not only what we want-
but-don’t-have, but also what we have-and-want-to-keep/replace.
When you remove luck, marketing, and price from the equation,
is it quality that drives desirability?
Is it simply best product wins?
And if it’s quality that drives desirability, who denes “quality”
and “best” for a particular product or service? Is it based on
objective measurements of craftsmanship and materials? Is it
about speed or durability? Beauty? Strength? User-friendliness?
How does our denition of quality shift depending on the
product type and market demographics?
No, there are too many
examples where “best” is not
the bestseller...
The Challenge
This is also true
Even if we could dene “quality” in some useful,
objective way for a given product or service, if we
really like something, we’re willing to accept aws,
problems, issues, even a higher price.
Quality can drive desirability.
Desirability can drive (perceived) quality.
Tolerance for problems is a
function of desirability
Amount of
crap we’ll put
up with
And high desirability makes us willing to
do more than just tolerate aws…
The Challenge
And this is also true
Desirability changes our perception of “aws.The more we
love something, the more likely we are to not just tolerate
problems but reinterpret them as not problems.
We minimize, downplay, deny.
We spin bugs as features.
Product/service love is (nearly) blind.
For our formula, we’ll have to look somewhere else. Quality
(whatever that actually means) doesn’t guarantee desirability.
Amount of crap
we’ll reinterpret
Reframing problems as not-problems is a function
of desirability
If highest quality isn’t our answer,
where else can we look? If the goal is
desirability, what makes that happen?
The Challenge
Just because we don’t have a marketing budget doesn’t
mean we’re not doing marketing. But when we look at
sustainably successful products and services, the common
attribute is not their marketing.
We can all name high-prole massive marketing failures
(think: Windows 8).
But our challenge explicitly rules out a big marketing
budget. Out-spending the competition on marketing is not
an option, but what’s the alternative?
None of this matters if nobody knows
about us. We need marketing!
Let’s ask some “friends”...

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