I have wanted to write this for the last 2 years... I am actually quiet surprised that most entrepreneurs I have worked with have become so enamoured by the Jobs effect. Nobody has spent time to ponder and realise well could it me that this man was a genius...
Look at what has happened to the product line after him... but ?I would not adopt his gut feel no market research policy regarding product design... You talk to entrepreneurs and they are convinced that, that's the way forward.... If they feel that the customer will love this then that's it... I find it really odd...
I have ended up having long and painful arguments and they have ended with the leaders saying do this because I say so.... And the rationale is that's how he did it... Are kidding me do you think all of us are Jobs pedigree....
One example stands out... Will the customer move from toll-free to missed call method... To the alien soul
Toll-free: is when the user calls and its free for them. The company will pay for the call charges
Missed call (Call back): is the customer calls and the system disconnects the call and then calls you back.
The cost of 1 min toll-free is almost if not more than 3 times Missed call.
During one of such entrepreneurial discussions.. I was told are you crazy you plan to change the consumer behavior it will never happen... Yesterday when I saw a full pager on TOI cover by Future group saying please give a miss call on this number... I had a huge smile... Products are made on the ground not in air-conditioned meeting rooms.... Not by 5 VPs/CEOs/COOs but by people who actually spend time with the user... Products dont change directions every meeting they need to be tested on the ground... proper feedback to be done and upgrades to be made... Launching a product every year hasn't worked for marquee organizations ... Launch a product when you have something more to offer...
"Dont underestimate what the consumer can do where they see real benefit"
So all we need to do is create great products and communicate the benefit they bring to tehe table :)
Look at what has happened to the product line after him... but ?I would not adopt his gut feel no market research policy regarding product design... You talk to entrepreneurs and they are convinced that, that's the way forward.... If they feel that the customer will love this then that's it... I find it really odd...
I have ended up having long and painful arguments and they have ended with the leaders saying do this because I say so.... And the rationale is that's how he did it... Are kidding me do you think all of us are Jobs pedigree....
One example stands out... Will the customer move from toll-free to missed call method... To the alien soul
Toll-free: is when the user calls and its free for them. The company will pay for the call charges
Missed call (Call back): is the customer calls and the system disconnects the call and then calls you back.
The cost of 1 min toll-free is almost if not more than 3 times Missed call.
During one of such entrepreneurial discussions.. I was told are you crazy you plan to change the consumer behavior it will never happen... Yesterday when I saw a full pager on TOI cover by Future group saying please give a miss call on this number... I had a huge smile... Products are made on the ground not in air-conditioned meeting rooms.... Not by 5 VPs/CEOs/COOs but by people who actually spend time with the user... Products dont change directions every meeting they need to be tested on the ground... proper feedback to be done and upgrades to be made... Launching a product every year hasn't worked for marquee organizations ... Launch a product when you have something more to offer...
"Dont underestimate what the consumer can do where they see real benefit"
So all we need to do is create great products and communicate the benefit they bring to tehe table :)
There are success stories where no one man can stake claim... Let no Jobify ourselves... Get inspired from a great entrepreneur !!!
