A regular marketing tool is to let potential customers know what the entry price point of a product or service is. I was driving into car park in the city when I was exposed to this method of marketing.
Park from $5
I was there for 3 hours and it cost me $38. Which is quite a distance from the initial promise. It turns out that pretty much every retail offer in market use the prices start from premise. Cars, insurance, concert tickets, airline flights, they all do it. And because they all do it, we all know we need to be suspicious that it does not represent the truth. In fact, we know it’s a bare bones offer, a best case scenario for pricing, in which the probability of that serving our needs is very low. In short it’s a trick to gain attention, it’s inauthentic and often misleading. But now that the trick has been used for such a long period of time, people with a level of intelligence simply ignore the message. We know better than to believe it, let alone act on it.
Every now and again we need to flip the way we go to market. Often because the people that came before us ruined it for everyone. Maybe it is time to flip the ‘starting from‘, to become ‘ending at‘?
What if we told consumers what the most expensive version of the product or service was, the one with all the bells and whistles? Yes, the thing we actually want. While this might sound crazy, it would have an important impact on the perceptions of what we are selling. The experience could only get better than the promise, not worse. And instead of generating negative word of mouth or brand associations, it would probably generate some positive ones. Not just from the authenticity and respect we are providing our customers, but also due to the positive sentiment that comes when we realize something is better value than we expected.
It comes down to a simple principal, do we want to create disappointment, or inspire unexpected delight?
Since I left school around 20 years ago and in that time I’ve learned some things, that might just be a short cut for you. I’m not going to explain them – just state them. This list is non exhaustive and here they are:
- Taking longer to make decisions rarely improves the final result of said decision.
- Large companies primarily make decisions to protect income, startup companies primarily make decisions to grow income.
- Hard work from an average person invariably has better results than average work from a smart person.
- We remember and revere events much more than we do so for things. We should know which one to accumulate.
- People who have money problems while on low incomes have them on high incomes as well. It’s the habits that matter.
- Spare time is a poor choice to allocate anything important to (read here family, exercise, reading).
- Large companies most often reward people on cultural alignment more than actual results of tasks.
- Passion projects often take a lifetime to bare fruit. The short term favours sacrifice of belief systems.
- Great technocrats always get paid well. Great leaders and influencers always get paid more.
- Being aligned to your partners values is more important than alignment of interests. True for business and love.
- Financial independence is always a function of spending less than your income. Regardless of income size.
- Technology is recalcitrant towards the status quo and history. It forges ahead regardless.
- Informal and self education is of greater value than the formal version. It should also never end.
- Over time, prices for most everything relative to income drop. The only exclusion I know of is land.
- The most valuable things in life cannot be bought or sold, they must be earned. Respect, love, health…
- Secrets kill the soul.
- Ideas should be shared.
- Generosity is rewarded on the long run but may be invisible.
- We all have valuable skills, and these skills can leveraged in many ways once we stretch our imagination.
- The people we spend our days with has a greater impact on happiness than the work we do.
What are some of the philosophical things you’ve learned?
I was talking to someone about a presentation I will be making to his marketing staff in the coming weeks. I took him through a basic flow of the topics and ideas and explained a little bit about each. But also made reference to the point that it was only about 60% finished. He then asked me when I expected to have the final presentation ready, and I’m pretty sure I surprised him with my answer:
“I’ll just make the rest up on the day”
It wasn’t a throw away comment either. I meant what I said. He paused for a while, and seemed concerned. After all it is a paid for gig. He then laughed and said; “Are you serious?” I told him that I was and went on to explain the following.
“You’ve heard me speak before, which was what lead to you inviting me to speak to your team. The good news is I made up about half of that talk too. So I’ve done it before, and it is pretty much how I roll. The reason I do it that way is it enables me to feel the audience. It enables me to react to the content which is resonating more strongly with them. My job when communicating isn’t about delivering a canned sermon. It’s about sharing information that matters and inspires the audience, and I can only know what that is once I get started. So it is up to me to know enough about the topic to change direction on demand.”
He was pretty satisfied with that answer. But it also brings me to another point.
Why do we teach our kids and our employees that everything must be justified?
Why is it that where we got our information from matters so much in a corporate world and the academic world? The people ‘in charge’ so often like to reference where the facts come from, and all too often dismiss any idea which isn’t justified and verified before by some ‘authority’. As far as I can tell this is another example of old world thinking.
If the real value in life and in business is built upon originality, ideas and inspiration, then it might also be about time that we stop validating intellectual and emotional labour. Just because it’s new thinking doesn’t make it invalid, in fact, the opposite is often true given the pace of change is now so rapid. If our thoughts only have currency based on research, there’s a good chance we are already behind the crowd.
Startup blog says – forget the bibliography and make stuff up instead.
Here’s a non-exhaustive list of random things I have done during my life:
Take gymnastics classes
Play Australian rules football
High board diving
Build multiple cubby houses
Swim in the local river
Learn basic code on a 16kb ram TRS-80 computer in 1981.
Waste all my pocket money on video arcade games (think Galaga)
Mountain Bike racing
Had 9 broken arms (well the same 2 nine times)
Stand up comedy
Do Surf Life Saving (so I could get free beach accommodation)
Live on a farm
Live in 4 of Australia’s 7 capital cities
Collect first issues of magazines ( I have many, it was a weird long term investment strategy)
Start and sell a clothing company
Build a raft that sank on it’s first outing
Learn to speak Italian
Learn to speak Mandarin
Be a Sales Representative
Be a shelf stacker
A valet parking attendant (still my fav’ job ever… could write a movie about it)
Write a movie script (it’s waiting to be made)
Perfect break dancing (all the while wishing I lived in the Bronx)
Work in advertising
Lecture at University
Eat only frozen food for 6 months (don’t ask)
Your list is just as long as this list. Your list is probably more interesting than this list. This list that we all have tells us a great deal about our desires, our passions, our successes and our failures. It shows how much we know and what we are capable of. If we write it and study it closely it often gives us clues on the things that really mattered, and might just tell us what to do next.
I met a really smart person yesterday. It was a stand up conversation after a business breakfast seminar where like minds often gather to share a few ideas before parting ways. In this short time, it must have been less than 10 minutes, she managed to impart upon me two very innovative ideas that I immediately wanted to share on startup blog. They may not be new, but she put a certain spin on them and I’m yet to see them in market. A smart brand that actually cares would find a way to implement them.
1. The Full Supermarket Trolley:
Supermarkets should have an isle for their most valuable customers – those with full shopping trolleys. Instead what they have is specific isles for their least valuable customers – those with hand baskets. What supermarkets should have is a policy that says if your trolley is full – you never have to wait behind a person with one or two items or a hand basket. Maybe you press a button for the ‘golden trolley lane’ and someone comes from out the back to help you or something. Counter intuitive sure, but this is the type of thinking real marketers do, while engineers and logistics managers chase efficiency based on non customer metrics. While it’s easy to argue that it is all too hard, and that there is no quick way to scan all the items of a full trolley, it really is just old world thinking getting in the way of actually caring. In the age of ‘self scanning’ checkouts, surely every person using a trolley could self scan their items with a mobile scanner as they place them in the trolley.
2. The 19 hour Hotel Room:
We check into hotels in order to have somewhere to sleep and it is expected that this is largely overnight. But in this day and age, why should it be? With hectic business travel and strange flight times, surely the period of stay should be up to the customer. So why don’t any 5 star hotels allow you to choose the 19 hours you need? It is because they are more concerned with the rostering of their cleaning staff than they are with their paying customers. The regular business hours or work day is yet another legacy relic based on a passed era. Surely the staff can be reorganized around the customers?
Both of these are simple innovations we are yet to see. Both are technically possible. Both would create interest and attention. Both would reward valuable customers. Both are yet to happen because of inertia and fear.
A funny thing about these innovations and fear, is that the person who shared them with me didn’t want me to link back to her in this post. I immediately told her that I wanted to share her ideas with my readers and give her the due credit, but she didn’t want it. When I asked her why, she mentioned that some of her clients where large supermarkets and she didn’t want to upset them or big note herself. She said I could blog away, take the ideas….. And while I can see her point, and respect her decision, I can’t help but think that the world (and maybe her business partners) are missing out on more of her wisdom because someone just might be offended.
Ironically, the same fear that stopped her ideas being implemented in hotels and supermarkets, is the fear she is suffering from. The fear of upsetting the status-quo for a minority, at the expense of making things better for the majority. In reality almost all innovations have a cohort of detractors, it’s just the way it is. We should push things forward regardless.
Startup blog says: Ideas need to be free and shared, and if our sentiment is positive, nothing should stop us.
Recent shifts in technology have fundamentally changed the way we live. Consumer technology is now so pervasive that much more than communication that has been effected by it. It has changed our perceptions and what we think is possible. It has had important cultural and physical implications on consumer culture. New ideas change our physical surrounds and reality. It enables the re-birth of activities that got lost in the industrialised, world. A couple of simple examples include lomography, growing vegetables and slow food.
But all this technology has clouded our vision too. It has created some perceptions which aren’t based in reality. It has made us cluster around specific technologies, to the point that they become the archetypal definition of innovation. The place that innovation must revolve around. The app, geolocating or other technology de jour.
The truth about innovation is that it is not about tech wizardry – it never has been. Innovation is about finding solutions. And solutions don’t necessarily involve, technology or even products. It might be a simple new way of doing something.
Innovation is really about good thinking being put into practice.
It doesn’t have to be leading edge, driven by industry or assisted by technology. It can be simple and human. And sometimes the best innovations come from ideas that got lost along the way. The re-invention or a reminder of a certain way to do things. Maybe it’s devolution? Or maybe it isn’t the ‘thing’ or ‘product’ itself that the innovation comes from, maybe it’s the things around it or the people using it. What we want to hear from people is “That’s a good idea”, rather than “Gee, I wonder how they did that?”
Innovation is all about what it provides to the end user. The truth about innovation is that it lies in the process that gets us to a better result, something that makes us happier for whatever reason.
At the end of 2011 I sat down diligently to plan my goals for the coming year. I had a list of around 10. Some of which were big, and some small but important. We are now more than half way through 2012 and I am ashamed to admit that I have only completed 1 of these tasks.
While I have done some things which were not on the list. I sent a Lego Space Shuttle into Space and got global news coverage, and started the Super Awesome Micro Project which is a new crowd funded world first project that raised $20k via twitter alone… I’m pretty down that I have achieved so little this year. The ironic thing is the only thing on the list that I have actually completed was fixing my Galaga Arcade machine as seen below….
Maybe the lesson from the only thing I have done in 2012 is this – start having more fun?
I’m starting to believe that the ultimate requirement for innovation is ignoring barriers. Not inventing rules that are not there. The second part of this thought is that we are trained over time to ‘assume the rule’ – when in actuality there is no rule.
I’ve been watching my daughter recently do little the things that I’m sure all kids do.
I play a game with my daughter where I show her how to stand on one leg. I don’t tell her what to do, I just stand on one leg…. and of course she wants to do it too because it looks like fun. And she copies me immediately. But because she has only recently learned to walk, she can’t quite manage it the way I do. So she without hesitation runs to the nearest wall, puts one hand against it to gain balance, and successfully stands on one leg. At this point she is very pleased with herself that she has managed to do it. Big smile ensues as she looks to me for approval…
And here’s the kicker… I am pleased with her too. But not in a kid like condescending way. I am seriously happy with her approach. And here’s why:
At no point was any rule given that you can’t lean against the wall. She hacked the system and got it done. I clap her and encourage her. In this instance it’s all about the objective, not the method. And the one thing I will never do is start to reduce her mind with rules that just aren’t there.
What we should do with our startup is innovate like kids do. Ignore how the bigger, more resource laden and older incumbents do things, and just hack for a result.
Taylorism defined our world for the best part of the past 100 years. Even in marketing realms. During the mass media era, we could use tested methods to go to market with predictable success – so long as we had access to the right resources.
Rapid change and fragmentation is the new normal. While we are half way through planning, someone else will arrive and do it different, cheaper, better and in a way we never quite expected. Both in terms of what they build and how they spread the word.
Our mindset when it comes to startups and business (isn’t everyone in business a startup now?) should be fluid and philosophical. It’s time to drop the template and best practice six sigma bull crap.
It is very hard for a best practice to exist when something has never been done before.
In the early years we had ‘customers’.
Then we invented demographics and started using that horrible word ‘consumers’.
We went on line and started talking about ‘users’. (Sound like drug addicts to me)
I rather prefer the word people….
But if we do really well we might even develop some fans. And fans are what we should be aiming for. This doco below on fan culture looks interesting. I’d be keen to know if anyone has seen it. I even hear Sean the Sports Geek might even be in it…
And before you watch this trailer it’s worth having think about the things, people, ideas and brands that you are a fan of and why. There are some nice clues in this thought experiment.