So put communication first.

 

Older generations abound with pieces of wisdom.

One piece that always strikes me goes like this: “If some thing is really good, it needs no advertising.”

No matter how many marketing classes tried to convince me of the opposite, I can’t help but agree with it.

Perhaps you don’t need my services at all, then.

Yep. You don’t. At least as long as you plan on calling me once your warehouses are already stocked with your next big thing.

 

If you call me, I’ll suggest we start from the bottom instead.

Otherwise we might have a problem, just like the hundreds of products or brands out there that fall flat, make lousy promises, and sometimes have no plausible reason to exist.

 

The way we, as humans, experience products is changing.

Products are, all in all, what made our species evolve; but back then they were just “tools” made to serve very functional necessities.

Our necessities, since then, have gotten ever more sophisticated, to the point that products are no longer made to serve a need once such need arises, but to anticipate it and calm the urge before it is even felt.

 

Engineers, then, might not be the only ones to come up with a brilliant product idea. Invite the ad freaks.

It’s for a good reason: avoiding that awkward situation when everyone can tell that what you are is very different from what you say you are.

 

The step you’ll have to take, sooner or later, is integrating the communication idea in the product conception phase.

It’s not much polls or statistics; it’s about looking for insights from more and newer angles; everyday truths that are already a headline when you simply speak them out. And then, turn them into products.

Sounds romantic?

Or just not applicable to your industry?

You can still experiment, though, whatever your field is. And you can make a campaign out of it. That’s what Kickstarter is all about: redefine experimentation according to communication to collect funding for production.

 

Start designing your next product as if it were an ad, and you’ll get a sense of its emotional power.

So that when you launch it, it really won’t take much communication for people to want to follow it. Engage with it. Root for it. Even pay for it.

 

Look for the message and you’ll find the product.
We’ll be there to make your search a lot more fun.

 

 

THEMONK