Journal

Occasional ramblings: Work, leisure, heart and lungs.

26 November 2015

Posted by Mark 1 year ago

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Average has a long half-life. 

Average has a long half-life. 

Average is a crowded market. You know this is true. Whether we are talking music, film, products or clothes those things that are average hang around for bloody ever. Dreadful things disappear really quickly. They disappear because no-one buys them, wants them or loves them. Take, for example, the Ketchip. The what I hear you ask? Yep, the Ketchip. Reconstituted potato with a line of ketchup in the middle. Frozen, then deep-fried at 180ºC. A thin tube of sticky, sweet napalm. Now, whilst there will be one or two of you thinking "Hmmm, saturday-night munchies snack", the majority will be responding in the same way as all right-minded consumers did. You'll be thinking that this sounds dreadful. They were, indeed, dreadful and therefore disappeared from the market faster than they arrived. Bad is polarising. Bad is removed. Average on the other hand is the stubborn under-stain of the product developers world. It hangs around for way too long. It has a long atomic half-life. We can all think of products or services that are average, that fail to excite, that verge on disappointment. But they hang around forever. Never getting better, never getting worse. Just being averagely shit. When they are updated, when the companies that own then innovate, they invariable make bad things a bit better. Rather than aiming for excellence they aim for middle-of-the-road. They aim for something that won't get them the sack. That won't offend. Have an opinion. Stand for something. Don't launch products that are average. Average is a crowded market. Do you want to be remembered for average work? I'd rather offend a few people on the way.
How do you move beyond average? A few tips.
1 Define why are you doing this thing? What do you want people to feel after they've used your product or service? Be clear. What difference do you want to make?
2 What can you do that no-one else can? What is unique about the thing that you're doing? 
3 Who are you doing it for/making it for? What are their expectations? How can you exceed them?
4 Are you better than your competition? If not, start again.
5 How do you talk about your product/service? Do you set the world alight when you talk about it? Does the language you use, the visuals quicken pulses? If not, why not.
6 Believe in your gut instinct. Don't water things down with a committee. You'll end up with the least offensive product. And at worst and mouth full of super-heated ketchup.
Find out how to move beyond average on my Disruption day course: http://www.thedolectures.com/workshops/do-disrupt-how-to-create-an-innovation-culture-and-why-it-matters-like-really-matters
Develop an energetic start-up inside your company: www.rebelcell.co
Doodle your way to change: http://thedobook.co/products/do-disrupt-change-the-status-quo-or-become-it

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