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When little gadgets like the iPad command greater attention than just about anything you sell, the technology business is in trouble.  That is, unless you have something greater than the product to vend.  It was bad enough that half the emails I was receiving said they were sent from the iphone (which we Verizon customers still don’t have), but now the other half are coming from the iPad!  Where are we headed?  I’m changing my signature to read, sent from my MacBook Pro, which supports more apps, has a bigger screen, and consumes more power! (Right about now I am loving the fact that I upgraded from Microsoft Windows earlier this year.)

The real issue of course, is that the product can’t be the center of attention.  If you you work for Apple, perhaps your real value is innovation.  If you are a reseller it must be intellectual capital.  If you work for just about any product company, you had better have some niche, or you’ll be what Geoffrey Moore once called the Chimps, always trying to steal market share from the Gorilla.  Or, perhaps you’ll learn the same lesson we all need to learn…that the message, the marketing, and the intellectual capital are more valuable than just about any product.  Certainly in the long run this is true.

© David Stelzl, 2010

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