I love it when people graphically demonstrate a message and Davey Wavey, who’s in London this week and I met breifly last night makes a very powerful one in this film.

http:youtu.be/TK3rJTWOTn8

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