what creativity should be…

5 Dec

Read a very interesting anecdote in one of the leading newspapers today which got me cracking .

Let’s see the anecdote first:
Back in the 1960’s American space agency NASA was faced with a major dilemma. Astronauts needed a pen that would write in the vacuum of space. NASA got cracking into developing the $1.5 million gravity-immune “astronaut pen”. At the same time, the Russians too were faced with same dilemma. However, they used a pencil instead! The lesson is a valid one. Anyone can have a creative idea, but if it comes at the cost of simplicity and common sense, it probably isn’t as creative as it seems.
Fantastic, isn’t it? The anecdote got my juices up and running first thing, early morning.

I don’t care if you are a product manager (like me) , advertiser, brand marketer, sales head or just about any of those fancy titles you hold (there are dime a dozen available in the English Lang lexicon thickets) in your current job. Let us get the idea straight to our head point blank. If u have a product out there in the market or an idea churning in your head which you want to put in play, always (I cannot say enough of this one)… always put your customer first. Your customer can be from any vertical or any parameter but things are beautiful when they are simple, straight and easy to understand. If you don’t have that, you have lost the war (not just the battle) in the game.
Any product you launch in the market should have these elements in place:

  • Great UI : retailer can call this visual merchandising.
  • Easy navigation : your customer should be able to use your product without checking the user manual continuously.
  • Relevant content: you better get your target defined or else, as the old adage goes, if you don’t know where you are going any road will take you there. So, identity your audience, define him, and then deliver what he needs (exactly what he needs to see, read, hear) . The brand has to penetrate him in all the six senses he has. So, your content should be topnotch.
  • Easy accessibility (what you call customer service): your customer should know how to reach you and he should be able to do that fast. Call it support team, feedback team, customer backup, client servicing etc… The point is simple- keep your customer happy and satisfied and he will bring you more.

This is not an all inclusive list but these are the basic points you need to cover . feel free to drop in your points, ideas and opinions here!

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One Response to “what creativity should be…”

  1. Ram December 31, 2007 at 3:16 pm #

    You are right. you dont have to create an extrodinary product or some thing which never existed before.

    The best product is the one which address your customers pain, which existing products fail to meet or not easy to perform in that. So instead of a radical thinking if you think from your customers foot, you can easily built great products.

    Good products can be built by studying existing products from our end user point and identifiying the advantages and disadvantges will give your product an USP, if you really pitch in that.

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