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A new view of marketing

  • Marketing is not something you do to customers; it's a service you do for customers – the service of helping them make the best decisions more easily.

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« Taking Risks | Main | This blog has moved »

June 06, 2009

Comments

George Silverman

I completely agree about finding visionary customers. You should hear what focus groups of them sound like!

Henry Ford said, "If I'd have asked my customers what they wanted, they'd have said 'faster horses.'" The trick is to ask regular customers for their experiences, find themes — particularly frustrations/problems — and work with the visionaries to solve the problems. If that had been done, the iPod could have been invented years earlier by Sony, because it's a music discovery/transfer/purchasing/sharing/storage/search/listening system, not just a player. iTunes is the invention, not the iPod.

Thanks for your thoughtful comments. I'll look into Hippel.

You might enjoy reading "Concept 'testing' in focus groups" at http//www.mnav.com/contest.htm. It's embarrassingly dated, but it's a good guide as far as it goes. Working on revisions.

I'm looking into Drupal and Joomla for the information managent system described above.

BTW, your blog is a find and I'll be following it.

Kathleen Schaub

George,
I just started following your blog and I'm very intrigued by your idea. I'm in the software industry. And your assessment of the product development process is correct.

I would add an idea for the "concept" stage. The best products are co-innovated by visionary customers with a real problem + exceptional inventors.

Finding a lead user or two would be useful to kick off the process. See Eric von Hippel's work http://web.mit.edu/evhippel/www/

Hope you write about the progress of your book. Love to see how it evolves.
/Kathleen
http://www.groupeffectsmarketing.typepad.com

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