QH: Differentiation & Demos

You'll have to excuse me, I'm a little slow. It wasn't until recently that a few thoughts just coalesced in my brain.

  • If you have a well differentiated product, it's, by definition, going to be hard to explain.

In a previous post ("Make it easy to share") I noted that "the more interesting the work being done, the more likely the idea [of the work] is going to be hard to explain." What didn't quite trigger in my brain was that the interesting work is often "niche." The reason that it is hard to explain is the same reason that it is good work to be doing: no one else is doing quite the same thing.

I often enjoy well-explained things. Even better, demos (like this one). Understanding is critical to sell an idea (whether as in $$ sales or simply to get people onboard with a project / idea). It was my recent post on the Mini Cooper & Lotus Elise - about the Mini being well-differentiated - when finally the lightbulb came on for me. The Mini, while being well-differentiated, doesn't need an explanation: it has a demo (the car).

If an idea easy to explain, it's may not be worth doing.

If it's hard to explain, it's worth finding a simple explanation.

If it's hard to understand, a demo is probably really important to its success.

People need aha! moments - and if you're selling something, you'd better provide it.

Wednesday, July 02, 2008, 12:00 AM

tagged: ideas, marketing, demos, differentiation

series: Quick Hits (38 other posts in this series)