| Hi,
This week’s INFUZED is a quick one, yet enormously powerful if its intention transpires into your product and target group thinking.
„To whom is my product most important?“
That is the question that unlocked the future trajectory of Dyson, today’s engineering powerhouse with a wide range of innovative products. Sir James Dyson famously developed 5,126 prototypes of his first vacuum (#5,127 was the one that made it into production). He wanted to build the best vacuum and the best usually isn’t the most affordable. So why did his first Dyson vacuum have its commercial breakthrough when it hit the mass-market, order-from-home catalogues, where it was by far the most expensive vacuum on display?
Sir Dyson’s explanation: „Vacuums might be more important to people of lesser means as they do vacuuming themselves and therefore are willing to spend more on a better product.“
This short paragraph contains quite a few lessons, but here are the most important ones:
Number 1: A product is foremost about solving a problem. Get clear on the problem your product solves.
Number 2: A desirable market („who has the most money?“) might not be the target group for which the product is most relevant. Find the target group for which the problem causes the biggest pain. Alleviate that pain.
Number 3: Don’t ever give up just because of one failed attempt at getting it right! |
