Going Electric: Tales of Innovation
The essence of the issue at hand is brand management, coupled with product management and innovation. Given the feature-creep galore and fixed mindset, no one is taking risks to be a market leader. The equity of the brand – and the category – was sold up river and now every circuit of the business is plugged into the losing game, without the saving grace of brave actions taken to re-establish market leadership.
Unlike a policeman or a bartender, I have the radical blessing to work in-depth with people doing inspiring exercises, which bring out the best side of their humanity. Being human is an incredible birthright. Our senses, instincts, and capacity for wonder can evoke awe upon contemplation.
Here’s the crux of the issue: if you want to create products and sell them to people, well—to be blunt—nobody cares anymore. The mass-market engine that drove this mode of production and type of selling has expired, hence the 95-percent failure rate. Don’t create products for a too-general target and hope to push them.