Sunday, May 8, 2011

Anti-wrinkle cream phenomenon...what?

Well, you've found that your product really doesn't work that well.  But you've found a customer who really needs your product for use in their product.  They need it because they need an "edge" over their competition...something they can use to market a new version of their product and get more market share.  In fact, your product doesn't even really have to work, but it has to be "perceived" as making a difference.  I encountered this situation once, and coined it an "anti-wrinkle cream phenomenon" (because, well, do anti-wrinkle creams really work??).  One can generalize this phenomenon to many "gimmicky" consumer products out there (just tune in to late-night infomercials for some examples).  I'm writing about this today because, while your product might sell in such a situation, do you really want to be part of a company that fakes out its customers (or customer's customers)?  Your company will be much more rewarding for you and all involved if you can build and sell a product that truly has value, and not just a placebo.