Essentials of Borrowing
Product Launching And The Emotional Investment
Product launching can be a bit of an unnerving experience. Imagine what it was like for executives to roll out products like the wii, iPhone and Xbox? The manufacturer wanted to get everything right and if the buzz was significant (and it was with the three products listed), public scrutiny would likely be intense. Your product may or may not be as publicly visible as these products, but it does bear your individual stamp. Your reputation is represented when you unveil a new product. While nothing can compare with the joy of childbirth the development and launch of an all-new product can be a similar personal experience. The reason this is true is that there may be very little that is more personal and potentially satisfying than being able to pursue and fulfill a dream.
Once you reach the point of product lunch there is not turning back. The public will be able to view the product and they will formulate opinions about that product. They will share their opinions with others, and as unfair as it may seem they may form their opinions without actually making a purchase. It can be hard watching potential consumers form negative opinions about a product they have not purchased, but they will do so. They will also compare it to other products that may be similar and conclude that the product is simply a rip-off of the existing, more established, product.
People in general are prone to comparisons. Even online search engines are designed to assist the consumer in comparison-shopping so it’s possible your product will be generally lumped into a category and listed with other similar products when a comparison shopping search engine is applied. You may want to rail against the system and fight against the tide of conformity, or you can simply work to establish the differences in your product and help set it apart both in description and product understanding. As the facilitator and/or creator of your product you know what is unique about it. This is the arena of separation. This is where you can take that product and make it unique. Once the product is more firmly established work at establishing brand loyalty through a wide variety of means not the least of which is identifying the emotional attachment existing customers may have with the product. Every product you see on store shelves had a designer. Hours were spent developing the product and a steep emotional investment was made to move it from what one person could see in the back of their mind to a product that is useful and enjoyable by many. These product pioneers essentially worked very hard so that in the end you could take their product for granted.
Where the product creator meant to or not their desire is that you come to enjoy the product enough that in the end you simply grab it from the shelf or order it online because it is a product you regularly use and know you need. Yes, product launching is personal, but it is also something that in a best-case scenario results in a purchase based on a common need.
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