Transcripts

Craig Vogel:
What they do is rather than focus on the technology itself, they focus on the experience of the consumer. So, the reason why iPod is so successful is people really enjoy using Apple products.

Craig Vogel, co-author of the book, The Design Of Things To Come…

It's not just the technology that makes a good MP3 player, it's the experience you have with it, and Apple understands that better than the other companies.

Adidas has been extremely successful with their Adidas 1 shoe…

By putting a smart chip into a shoe that adjusts the pressure as you run, they originally saw it as a high end product for the executive runner who'd be willing to pay $250 for a shoe. And what they found out, is any serious runner that's looking for a better running experience will pay that much for a shoe because it's important to them.

Craig says it's interesting to watch how companies search for that emphasis, that niche, that makes them different, some are successful, some are not.

So, if you look at Dell, for instance, Dell is really about price and service and they're very good at creating very cost effective products that you can build and customize. But there are a lot of people that aren't just interested in that. HP is technology driven, everybody knows that an HP product is great technology but nobody wants to own one for their personal computer. So, you start to see different companies using different kinds of emphasis.

At somethingyoushouldknow.net I'm Mike Carruthers and that's Something You Should Know.