It's a popular idea to delight your customers. But is there a point when you reach diminishing returns? Is there ever a reason to choose intentionally not to delight customers?Read More
Years ago, I had a roommate in San Francisco. He was a 6'1'' software engineer and marathon runner. One day, I heard him squeal. I ran outside to see what was going on.
He was jumping up and down that a big cardboard package arrived. What was it? I thought it would be a new iPad, Bose speaker, Patagonia jacket, flat screen tv...
It was a vacuum cleaner.Read More
When you're at the mall and walk by the Gap, you might see a rainbow assortment of colorful t-shirts on the front table. There's bright coral, lemon yellow, vibrant blue. You decide to go in and take a look. Most of the time, you'll walk out with a shirt that's grey, white, black, navy.
The folks at corporate HQ know this. As an analyst at Gap Inc, it used to be my job to make sure that inventory levels reflected what customers actually bought, not what they thought they wanted to buy.
I think this is a great analogy that applies to marketing, especially for complex and technical startups.Read More