Monthly Archives: July 2012

From “Good to Have” to “Must Have”

A product becomes successful when it is able to cross the chasm and become a resident of “Must Have Land” from “Good to Have Land”. Malcolm Gladwell wrote The Tipping Point and Geoffrey Moore wrote Crossing The Chasm on how an innovative product moves from being the priced property of the early adopters to becoming a mass phenomenon. A product really becomes a mass phenomenon when regular people think that it’s a product they must have.

In case of consumer products, crossing the chasm is well defined. The triggers are various factors ranging from cultural acceptance of a product to development of the product ecosystem. The mavens play an equally important role in making sure new features are added to the product and its ecosystem is rich enough for mass adoption.

The principle applies broadly to enterprise products as well. But in case of enterprise products the success is defined to a large extent by the answer to one question: is the product a must have product for the client enterprise? Every product starts as a good to have product. Based on the usability and eventually criticality of the product in serving its purpose, it either goes obsolete or becomes a must have product. The chasm for an innovative product in enterprise space is that gap between good to have and must have territories.

In a nutshell, the recipe for success of an enterprise product is to add features to it and develop an ecosystem to take it to a point where it becomes an essential product to serve its purpose and meet the desired goals of the client enterprise consistently and dependably.

Yet another campaign done right

A few months back I wrote about excellence of the New York shuttle S campaign. Here I want to talk about a very similar theme based campaign done on another piece of public transit and its impact (yes, we have numbers to prove that it worked well!)

I am talking about the San Diego trolley theme campaign of My Little Pony: Friendship is Magic during the 2012 Comic-Con. The promoters of the show took one car out of 4-5 cars of the trolley and painted it with themes from the TV Show. The impact was amazing because of a couple of reasons. When anyone saw all the cars with simple regular red color and in between a car painted with a particular theme, it instantly caught their attention. People entering the car saw the same theme of the TV show wherever they looked. Second, it was extremely targeted to get hold of the Comic-Con audience who were there to talk and listen about movies and TV shows. The idea was, as always, to get undivided consumer attention.

With hundreds of movies and TV shows trying to buy a few minutes of attention from 130,000 Comic-Con attendees, this campaign of My Little Pony: Friendship is Magic created significant buzz by the attendees and left a lasting impression in their mind. According to a research done by MavenMagnet, My Little Pony: Friendship is Magic ended up being the second most talked about TV show on social media by the Comic-Con attendees!

Check out MavenMagnet report Comic-Con 2012: Movies and TV Shows that dazzled the social world.