What’s the most likely route to Product Heaven? Over the years I’ve consulted and trained product teams across the globe. There have been many lessons along the way. This is my distillation of the steps that are most likely going to lead to product success:
8. Have a unique voice
As sure as night follows day, you’ll have competitors in your market trying to win the same customers. You’ve got to stand out to gain customer attention. And stand out in a good way! Bombarding customers with ‘look at me’ emails is the equivalent of turning up to a funeral in a Hawaiian shirt. Sure, you’ll get noticed, and then ignored. The key is to develop a consistent and unique voice that plays well in your target market and offers them something different, Think about Innocent Smoothies. Yep, they make smoothies like tons of other companies., but their playful, tongue-in-cheek, energetic, and ethical voice is ever present. From the cute woolly hats to the cartoon marketing campaigns to the ‘Bolt form the Blue’ product naming, everything that comes out of Fruit Towers HQ (see what they did there!) has helped them build a £350m business in a crowded market.
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