Framing, marketing, spaghetti sauce and Iphones

Yesterday I got the chance to see the above lecture by Malcolm Gladwell (here is a link to it, in case the embedded video does not work). I really recommend it. It is well worth the ~20 minutes.

  1. A few after thoughts: Today in class we talked about Decision Making, Bounded Rationality and Framing. I think the story in the lecture is a great illustration of Framing and the inertia of our current thoughts. Instead of thinking about the best product that will satisfy everybody we should be looking for the best product that will satisfy groups of everybody (the last sentence is not a mistake. You need to see the lecture to understand it).
  2.  People don’t always know what they want. So much of marketing thinking is built on the premises that if we only ask our customers what they want, they will tell us. What the story behind the lecture teaches us is that although asking the customers what they want might be a good idea, sometimes we just need to create something that they will want. I don’t know about you, but if a few years ago somebody would have asked me what do I want my cell phone to do, there is no way I would have said: “Oh, you know what, I want it to react to movements when I move it around so I can play games with it”. I don’t know it for a fact, but I think the people at apple just put that quality into the iphone without people telling them that is what they want. And that is a one great quality for a product. That is a way to make it a purple cow.
  3.  We should always remember – people are unique. They want different things. They have different thoughts. It is true for marketing and it is true for management. If we treat people the same by giving them the average we get average results. The future is in the extremes. Going for the average is not safe. It is the riskiest business there could be.
  4.  People talk a lot about the fact that globalization leads to standardization. I don’t think so. What we discover is that there are no universal answers. We discover that standardization does not always work. Because people are different. They can be clustered into groups, but they cannot be standardized. Think about the music industry. Has the global network created more or less music? It is true that globalization does help some of the big players, but the internet makes diversity flourish (just check myspace if you don’t believe me).

Elad

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7 Responses to “Framing, marketing, spaghetti sauce and Iphones”

  1. Is there one effective way to give a presentation? « The Comparative Advantage Says:

    […] Now, I am not saying that there aren’t good tips a presentation coach or trainer can give. There certainly are. And you can see people becoming more effective just by applying a few skills properly. What I am saying, Is that it is wrong to try to create one formula that will always create an effective presentation. The reason for that is something that we are used to disregarding in our professional life. People are different and unique. […]

  2. Framing,Marketing, Spaghetti Sauce and Iphones | DelhiPlanet Says:

    […] Note: This article has been reproduced with explicit permission from the author. Check the original post here. […]

  3. Why do we have to ignore our past success while doing our current work? « The Comparative Advantage Says:

    […] Don’t believe the experts – many times they are wrong. Don’t believe the surveys – people don’t know what they want. So there is actually no way to predict if your next work will be a success. If there in no way of […]

  4. Practical implications of the “Paradox of Choice” « The Comparative Advantage Says:

    […] Good enough is just not good enough. You have to be great or special (at least at something). Going for the average is the worst thing you can do. Surprise is also one of the key characteristics of sticky presentations (and thus, sticky brands) […]

  5. What is the ultimate theory of motivation? « The Comparative Advantage Says:

    […] And ask again. And offer other options. And ask again. Because motivation is so confusing, that even people themselves don’t really know what they want sometimes. We think we want something, because it seems right or because of social pressure, but after we get […]

  6. What to do with feedback? « The Comparative Advantage Says:

    […] our customers want and listen to them. This is a given. But we need not forget two things. One:  the costumers don’t always know what they want. As Malcolm Gladwell tries to claim in his famous Sgpagethi Sauce talk at TED, we sometime need to […]

  7. Lessons learned through a discussion of the Amazon-Zappos deal « The Comparative Advantage Says:

    […] in the business world are essential. The second part of this concept is about customers and that they don’t always know what they want. Listen to your customers, but don’t be entrapped by […]


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