October 4, 2010

Can Technology Differentiate?

I don’t talk much about how businesses can use technology to BE DiFFERENT. For me, these seems to be too much ’ Push’ in the marketing world these days. Almost an obsession with the cool things it can do; the complicated tasks it can perform.

Technology is a means to an end. PERIOD. It’s a means to create VALUE for those you choose to SERVE. The emphasis needs to be on the VALUE produced rather than on the technical characteristics of the delivery machine.

The consequences of Technology Myopia are almost inhibiting to the successful execution of a value creation strategy. It takes your eye off the prize: creating meaningful compelling VALUE for them that will enrich their lives. It results in product flogging which emphasizes what you supply and not what the benefits the customer covets.

Marketing seems to be asymmetric in its approach to technology vs. value creation. Technology gets most of the attention which explains why businesses have so much difficulty carving out a position that will distinguish themselves from the herd. Technology can be copied. And it will. It’s easier to push technology than create a Unique Value Proposition that addresses the high priority needs of your customers.

My advice: be mindful and thoughtful when you Techno-speak. Carefully undress your technology to expose the capabilities you need to deliver VALUE. And take it further to expose the Experiences you can create for your customers. Focus on these elements of the technology as opposed to the myriad of potential things it can do.

Look at Apple as an example of the right approach. Behind ‘an app for this and an app for that’ is a mass customization strategy to deliver an array of experiences to their users. Yes, there is a sophisticated technology engine at play, but the focus is on the VALUE and EXPERIENCES - what you can do with the technology - it creates for people.

Cheers, Roy

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Posted 10.4.10 at 07:00 am by Roy Osing | Read Comments (0) | Leave a Comment