I’ve recently answered a question on what brings a product to life.

I disagreed with some people who thought that the answer was when the “money owing for the product clears in the bank account and exceeds the
liabilities that were created in the process of production”

I thought these answers were too simplistic and actually don’t describe “coming to life”. It could mean that a £1 profit meant the product had come to life and for me that’s not a good description. What I think describes a product coming to life is when it starts to “excite” the producers and purchasers. It’s only through an emotional state can a product actually have an “exciting life”.

Let me give you some examples.

a) In her recent Royal engagements The Duchess of Cambridge has worn coats from last years fashions and the shops have been inundated by people wanting to buy the same coats and shoes and have gone into new production to fulfil demand.

b) Apple creates a loyalty for its products and makes visiting the store exciting, energetic

c) Abercrombie and Fitch have an opposite product to the rest of the high street. The stores are dark, you can’t see the product clearly, it’s unbelievably expensive (in UK if not in USA) and yet kids crowd in, desperate to have a photo taken with half naked models where their muscles are highlighted by clever downward lighting and spray tanning to accentuate the bumps. The products are bought because it’s “Cool fashion”. It’s an exciting product.

The other thing about the examples above is that the product isn’t just what’s bought!
It’s the experience, the emotion of ownership and belonging to a group of other owners.

Products that don’t build this into the product mix may have a “Birth” but they’re likely to have a short life 

My original work with teams was with sales teams and how to make them more productive. It’s an area that I’ve always enjoyed so perhaps it’s not surprising that I’m being asked to advise on this area of business more and more.

The last few weeks I’ve been talking to a very enthusiastic team about to open a couple of retail stores. A brave thing in these times but their product and their enthusiasm is such that you can’t fail be be drawn into the excitement.

Who will go topless?
One of the things we did is to visit other stores and websites to experience the “Buzz”, customer experience and see what can be replicated and what should be avoided.

A favourite visit, as voted by the group, was to the Abercrombie and Fitch store in London where I suspect the main attraction was the very fit looking topless male that greeted the girls and guys at the door. As you can imagine there was a lot of discussion and even a vote on which male member of the team should walk around the new stores topless. (Before you ask…I wasn’t even included in the list of candidates!)

Whilst the group agreed that the A&F visit was a great customer experience most stores failed to live up to the same standard and some didn’t even come off the starting blocks. So I’m being encouraged and helped by the group to make a couple short film for this blog on the topic and this should be completed this week. So keep an eye out on this blog