Comments on: The mistake of looking at the new in terms of the old http://www.lostremote.com/2007/06/21/the-mistake-of-looking-at-the-new-in-terms-of-the-old/ Where TV Finds the Future Fri, 21 Nov 2008 10:03:20 +0000 http://wordpress.org/?v=2.5.1 By: Andrew Deal http://www.lostremote.com/2007/06/21/the-mistake-of-looking-at-the-new-in-terms-of-the-old/#comment-382330 Andrew Deal Mon, 25 Jun 2007 18:40:46 +0000 http://www.lostremote.com/2007/06/21/the-mistake-of-looking-at-the-new-in-terms-of-the-old/#comment-382330 Frank. I have been with Steve when he has made your same argument. It is agreed that the high concept analogy is a critical part of creating a new market for a new need people don't even yet realize they have yet. Steve's point as I see it here is that the old guard, just like any of us who don't embrace change, will stereotype new things with a defensive bias that only holds on a micro level, not on the macro. For what it's worth, change itself is ramping up at a geometric pace, and all of us who include forecasting of any kind into our business planning must allow for what I describe as "unprecedented resistance trends" as a big part of our strategic thinking. When I see news about the funding of some projects that to me don't take this into account, I wonder what kind of feeding frenzy the tech and capital community are in. Frank.

I have been with Steve when he has made your same argument. It is agreed that the high concept analogy is a critical part of creating a new market for a new need people don’t even yet realize they have yet.

Steve’s point as I see it here is that the old guard, just like any of us who don’t embrace change, will stereotype new things with a defensive bias that only holds on a micro level, not on the macro.

For what it’s worth, change itself is ramping up at a geometric pace, and all of us who include forecasting of any kind into our business planning must allow for what I describe as “unprecedented resistance trends” as a big part of our strategic thinking. When I see news about the funding of some projects that to me don’t take this into account, I wonder what kind of feeding frenzy the tech and capital community are in.

]]> By: Frank Catalano http://www.lostremote.com/2007/06/21/the-mistake-of-looking-at-the-new-in-terms-of-the-old/#comment-374863 Frank Catalano Fri, 22 Jun 2007 04:53:33 +0000 http://www.lostremote.com/2007/06/21/the-mistake-of-looking-at-the-new-in-terms-of-the-old/#comment-374863 Steve, I'm afraid there's the potential of confusing the need for customer appeal with actual industry impact. The reason new advances are referred to in terms of the familiar is comfort for the customer. Customers always say they want something new and revolutionary. But give them that, without putting in a bridge to what they understand, and it can easily fail. Thus, why Scott Cook at Intuit decided to promote Quicken as a "checkbook on a computer." Why TiVo is a "VCR on a hard drive." Give the customer the conceptual bridge, and they feel it's a safe incremental purchase. Then they see the true value and the fire of word-of-mouth recommendation takes over. Where this goes wrong is when those in the industry affected confuse the marketing approach -- which is necessary to move beyond the early adopter to the true mass market -- with the true potential impact. That's a kind of insider denial. But I wouldn't dismiss the marketing approach. It's what's required to make something really new, really palatable to a mass audience that would rather play it safe and move ahead incrementally. I do agree completely that every new media development that takes off narrows the appeal of the "mass" media that came before it. Those earlier media, or media devices, must either focus really well on what they do, or go the way of the chautauqua. Steve, I’m afraid there’s the potential of confusing the need for customer appeal with actual industry impact. The reason new advances are referred to in terms of the familiar is comfort for the customer. Customers always say they want something new and revolutionary. But give them that, without putting in a bridge to what they understand, and it can easily fail. Thus, why Scott Cook at Intuit decided to promote Quicken as a “checkbook on a computer.” Why TiVo is a “VCR on a hard drive.” Give the customer the conceptual bridge, and they feel it’s a safe incremental purchase. Then they see the true value and the fire of word-of-mouth recommendation takes over.

Where this goes wrong is when those in the industry affected confuse the marketing approach — which is necessary to move beyond the early adopter to the true mass market — with the true potential impact. That’s a kind of insider denial. But I wouldn’t dismiss the marketing approach. It’s what’s required to make something really new, really palatable to a mass audience that would rather play it safe and move ahead incrementally.

I do agree completely that every new media development that takes off narrows the appeal of the “mass” media that came before it. Those earlier media, or media devices, must either focus really well on what they do, or go the way of the chautauqua.

]]> By: ! http://www.lostremote.com/2007/06/21/the-mistake-of-looking-at-the-new-in-terms-of-the-old/#comment-374444 ! Thu, 21 Jun 2007 22:44:40 +0000 http://www.lostremote.com/2007/06/21/the-mistake-of-looking-at-the-new-in-terms-of-the-old/#comment-374444 i would recommend everyone take the opportunity to use the handy link provided to read the entire newsletter...these guys do a good one each week. maybe bookmark it. i would recommend everyone take the opportunity to use the handy link provided to read the entire newsletter…these guys do a good one each week.

maybe bookmark it.

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