Those two seem to have got everything perfectly correct.....happy customers, great cash flow, great brands, pretty decent future, etc. So what do they do differently?
- Understand what the customer wants, before the customer understands it
- This is similar to the idea generally conveyed, when people talk about visionary product, market research, being ahead of the market, being ahead of the technology curve, etc
- This comes by taking a long hard look at how people behave and use products.. thats it
- Provide what the customer wants in a no-nonsense manner
- Google.com does not have a help link for a very important reason... it is not needed
- Ensure that using your new product does not require the customer to climb a steep learning curve
- Tell a consistent and simple story for the product
- Remember those Mac Vs PC ads.... Mac is cool, Mac is simple.. that is the story
- Great product does not guarantee great money
- Even great products have to be marketed correctly, priced correctly , sold correctly and phased out correctly
- Deliver on your promises
- Classic example of how not to do it is Windows Vista... delayed launch, stripped away features, and a bad product too
- In the current environment, when you delay a launch, you not only lose market share, buzz, etc but also the WOW effect. Your prized features end up being common when you eventually release.
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