The Innovation 5
Part Three: APPEAL – Converting Ideas into Something That Causes People to Respond
What makes something appealing?
Is it price, color, or availability? A reliably consistent experience, flavor, or fit? A surprising new design, form, or function?
Obviously, appeal takes on many shapes and sizes. It can be timely or timeless, precise or amorphous, public or personal.
Consider A Tale of Two Hammers.
I recently found myself in need of a new hammer, so I headed down to the neighborhood hardware store. I had found a perfectly acceptable candidate – no-frills wooden handle, sturdy hammerhead, the epitome of utilitarian craftsmanship – at the very reasonable price of $11.99. I assumed my task was complete. But just as I prepared to head to the checkout counter It suddenly appeared: a masterpiece of steely sleekness – no ho-hum wood here – complete with an artfully shaped hammerhead and supple rubber handle stamped with a familiar brand name. Plus, the words “Anti Vibe” were emblazoned on its shaft. Anti Vibe! And the price? A mere $21.99. Sold! Why? Because it had appeal. This is what happens when both sides of the brain work together – emotion informs logic.
With a bit more personal detachment I offer A Tale of Two Handbags.
Observe two leather handbags, side by side. The Prada handbag is valued at approximately $380, the Kenneth Cole at about $900. Granted, there may be obvious differences in color and style, but both are made of high-quality, soft leather with sturdy handles, shiny clasps and ample storage space. Depending on the individual’s personal tastes and priorities one will win out over the other, regardless of cost.
Be it hammers, handbags or hammocks, we have the ability to capture the aesthetic, functional and emotional appeal of any given product opportunity. Henry Ford did it with the Model T, in your favorite color – as long as that color was black. Motorola did it, with a portable telephone that could leave home. Hudsonville Ice Cream continues to do it, with a never-ending cascade of ice cream flavors from Mackinac Island Fudge to Blue Moon.
As innovators, our capacity to understand what to see, connect and interpret is what ultimately will inform our success in creating a product or service that has appeal – and that people will want to buy.