Seth Godin, marketing living legend, wrote a very interesting thought this week:
There are two kinds of users/creators/customers/pundits.
Some can’t understand why a product or service doesn’t catch on. They can prove that it’s better. They can quote specs and performance and utility. It’s obvious.
The other might be willing to look at the specs, but he really doesn’t understand them enough to care. All he knows is that the other choice is beautiful–it makes him feel good. He wants to use it.
Acura vs. Lexus, Dell vs. Apple, New Jersey vs. Bali…
You can have both specs and beauty, of course, but only if you work at it.
It has never been that true when it comes to lifestyle products: most of the items we buy are highly complicated to understand. In male cosmectics, most of the time, I don’t even know what I’m buying, except when you ask a seller or a beautista (thank you bloggers!).
In the meantime, even when you’re not expert in cosmetics, you “know” when you buy something good. It’s a difficult mix between perception and rational facts.
I just wonder what will last more: I bet that Specs will win at the end. Aleppo Soaps will keep rocking in bathrooms for the next centuries; and beautiful paintings will be celebrated because the Specs are the Beautiful.
Very inspiring, Mr Godin