In Mark Gurman’s piece about Apple Watch’s retail sales pitch , he says that Apple is training its employees to focus on “three key features”. And Apple tells their employees to:
“Listen for cues that reveal what they (customers) care about. Then highlight the ways Apple Watch will add value to their life… How do you see yourself using Apple Watch?” Apple’s employees are taught to ask.
By Apple training their employees to ask these simple questions, product managers and product marketing managers can learn a lot.
Here is why:
Traditionally, this is how a company builds, markets and sells a product:
- Who they built the product for (personas)
- How it might be used (use cases)
- Who the competition is
- What the features are that were built into the product
- How to position it in the market
- What markets to target
- What is the messages that will be used to try to sell the product
All too frequently, by being late with answers to these questions the end result is failure.
A better way to build products is probably the way Apple does it:
- Why they do it
- When they do it
- Where they do it
- How they do it
If they find in their research lots of people doing the same kinds of things… then they look at the technologies available or that could be developed or acquired, that would enable people to get their “dos” done faster, better, and more enjoyably than ever before.
Think about what Apple has done over the years:
Think personal computing: Macintosh
Mobile music delivery: iPod
Portable computer that does more than just make phone calls… Internet in your pocket: iPhone
Mobile media delivery device: iPad
And now a computer output/input device on your wrist, Apple’s most personal device: Apple Watch
By computer, I am just using that as a shorthand for all the things people do on their computers… Get information, communicate, entertain, learn etc.
So at Apple it’s all about the “do”. Not what competitors are doing. Not about market sizes or even market share. Its about the “do”.