A business owner in charge of a number of very successful ice cream shops remarked that he was NOT in the business of selling ice cream; he was in the business of selling a good time. This entrepreneur clearly understood that extraordinary packaging, in the form of his customers’ experience, is likely what propelled his sales. While the outward manifestation of this business owner’s products was quite obvious, that of other products may be more subtle. Similarly, the same principle applies while creating and building a new product. You must aim to deliver a positive experience for the customer, despite your absence!
If you are a fan of art, you may have inadvertently picked up up on the subconscious cues left behind by the artist during the creation process. These cues are all the more remarkable in minimalist art. Regardless of the type of art, those artists that have the most impact on us were under the influence of a very strong stimulus. Think Heath Ledger during his portrayal of The Joker. Listen to Whitney Houston’s music: while the lyrics are heart-felt, it’s really the passion in her voice that touches your soul.
Having an elevated level of passion and stimulation while creating and building your product will leave an indelible mark, subconscious or otherwise, on the product you, or your team, are creating. Unfortunately, this works both ways, positive and negative. When a waiter slams your glass of water down on the table, you can sense he has had a long day without having spoken a word. The flavor of the food being served likely suffers from the same low vibrations. Therefore, it is most important to ensure one is under a positive stimulus, vibrating at a high level of energy, while designing and building a new set of products.
While there may be skeptics with regards to this approach to product development, focus groups will demonstrate how consumers can sniff out whether a certain product jives with them or not. Users will embrace one brand’s products over another for a reason the consumers “can’t quite put their finger on.” In most cases, the proof is in the pudding. Products that don’t catch on simply were not cared for and nurtured. When I order a cup of coffee from my favorite barista, I can generally tell the difference than when the more experienced brewmaster prepares my drink. In most cases, my tastebuds can sense the extra care and personal touch that is included by my friendly barista.
For those of us responsible for creating and innovating, it is more than just the visual design and/or the function(s) of the product(s) we are developing, and giving birth to. The state we are in when we are engaged in the creative process plays a significant role in the reception of our deliverables. By vibrating at a high and positive state, we can more easily ensure that our creations will have a higher likelihood of being well-received.