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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

The buying funnel in a TMI world

Consumed => “What Do Consumers Really Want? Simplicity” by Karen Freeman, Patrick Spenner and Anna Bird on HBR.

=> My value add (i.e., left a comment)…

“These days making a purchase decision easy is what makes customers choose your brand.”

I have to say that I think your conclusion is flawed. It’s brand-centric, instead of guest-centric (aka customer-centric). I believe it would be more accurate to say, “When overloaded with choice and noise, two-thirds of decisions will default to the path of least resistance.” This is a more accurate assessment and therefore a mindset that aligns better with reality. Start here.

In what is more and more often a me-too / over-featured / commodity flooded world, brand recognition and product reputation will more often than not trump just about anything else. When all things are equal most will choose the least risk. Remember, “No one ever got fired for buying IBM.”? In other words, does a new iphone do well because it *is* great or because so many know it *has been* great? I’d propose that for most it’s past reputation and not current feature set. Simplify it all you want but that’s not what’s driving guest decisions. They aren’t marketers. They aren’t product managers.

Perhaps the best (marketing) solution can be pulled from Heath & Heath’s “Made to Stick.”? There’s a bit that describes the film “Snakes on a Plane” as “Diehard with snakes”. Something as simple as “The #1 iphone alternative” would probably be a highly effective tag line. It gives a known reference point and adds a sense of doubt to that reference point. However, as simple as this idea is, what are the odds of corporate / brand pride being willing to go that route?

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