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Product Immersion as a Movement

Written by Tyler Wetzel on Thursday, September 19, 2013


Play Station controller

Photo by Tina Rataj-Berard

So Many Choices

With the emergence of the internet you now have access to a wide range of options when it comes to purchasing a product. You might choose an application based on it’s features, usability, or customer support, ect. There is no denying that these are important, but what really pulls me into a product is the community that surrounds it. Just look at Apple and you know what I am talking about. Their die-hard fans are fanatics, and it’s not simply because they make a top-notch product but it’s the hype of the community - the feeling that you are apart of a movement. It almost mimics a political campaign. The buildup, the launch, and the eventual decline. The life cycle of a product is determined by how devoted it’s users are.

Word of Mouth

We search for reviews and other people’s input. We are moved by words, not data.

If we follow the adoption curve, we find that most of us follow a movement when we want to purchase a product. We search for reviews and other people’s input. We are moved by words, not data. The worth of a community is under-appreciated when it comes to a product’s success in the market. Yes, we have copywriters and advertisers to come up with fancy flashy slogans but without a base of people there is no backbone or trustworthiness to the adverts. They flash before our eyes like bad infomercials, but they don’t always work out like planned.

Xbox 1 Launch

They made the mistake of listening to their marketers instead of their users.

Just look at Microsoft when they released their next gen console, Xbox One. It flopped because they disregarded their player base. Instead of listening to their users they implemented a bunch of control features that would limit the power of the player and their ability to manage their own games. They forced you to be online at all times, to buy and to play. You couldn’t even trade games.

In the end, Microsoft listened to the users and changed their battle plan to reflex the players wishes - it only took millions of comments on their Facebook page bashing them for their new “big brother”; policies before they would change. They made the mistake of listening to their marketers instead of their users. Another example would be Diablo 3, but i’ll spare you that rant for now.

Immersion

You must play your cards right when building a product base. Appear sincere, intelligent and empathetic to your users. It’s like you’re preparing for your first date. You want everything to go perfect, but you’re in unexplored territory. The same goes with a new product. You’re breaking into a new market, and although you might think you have the best product, the people will be the true judge.

Image Sells

As the product grows so will the base. Eventually you will reach the tipping point and the movement will form. You have to be patient, encourage growth and immerse yourself in what your product stands for. What are you offering that your competitors don’t? Are you forming a community, or are you pushing a product down people’s throats?

Read next: Drawing from Profound Insight for Creative Solutions


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