Understand your customer: six years
It took Ikea six years from the idea to the opening of the company’s first store in South Korea, that would offer up some clues. Six years of research in order to understand the country s unique culture and the worldviews of the prospective customers they were building the store for so that they could tell a story that resonated. There’s a reason the Ikea catalogue comes in sixty-seven versions and thirty—two languages: the company knows that their products are worthless if they don’t ?t the context in which customers will use them. As the Ikea website says: ‘At home’ isn’t just a place. 1:3 a feeling. Like being in the most comfortable space in the universe. So for us, understanding peoples life at home is the most natural place to start. Every year, we visit homes all around the world to find out what people dream about. We then pair their needs with the abilities of our suppliers to create new solutions that, hopefully, will make everyday life a little better.
Creating a habit, the Pepsodent case
A prominent American executive named Claude C. Hopkins was approached by an old friend with a new business idea. The friend had discovered an amazing product, he explained, that he was convinced would be a hit. It was a toothpaste, a minty, frothy concoction he called “Pepsodent.” To sell Pepsodent, then, Hopkins needed a trigger that would justify the toothpaste’s daily use. He sat down with a pile of dental textbooks. “It was dry reading,” he later wrote. “But in the middle of one book I found a reference to the mucin plaques on teeth, which I afterward called ‘the film.’ That gave me an appealing idea. I resolved to advertise this toothpaste as a creator of beauty. To deal with that cloudy film.” In focusing on tooth film, Hopkins was ignoring the fact that this same film has always covered people’s teeth and hadn‘t seemed to bother anyone. The film is a naturally occurring membrane that builds up on teeth regardless of what you eat or how often you brush.-" People had never paid much attention to it, and there was little reason why they should: You can get rid of the ?lm by eating an ...
Mirror neurons at work
IN 2004, STEVE JOBS, CEO, chairman, and co-founder of Apple, was strolling along Madison Avenue in New York City when he noticed something strange, and gratifying. Hip white earphones (remember, back then most earphones came in basic boring black). Looping and snaking out of people’s ears, dangling down across their chests, peeking out of pockets and purses and backpacks. They were everywhere. “It was, like, on every block, there was someone with white headphones, and I thought, ‘Oh, my God, it’s starting to happen,’ ” Jobs, who’d recently launched his company’s immensely successful iPod, was quoted as saying.
You could term the popularity of the iPod (and its ubiquitous, iconic white headphones) a fad. Some might even call it a revolution. But from a neuroscientific point of view, what Jobs was seeing was nothing less than the triumph of a region of our brains associated with something called the mirror neuron. In 1992, an Italian scientist named Giacomo Rizzolatti and his research team in Parma, Italy, were studying the brains of a species of monkey—the macaque—in the hopes of finding out how the brain organizes motor behaviors. Specifically, they were looking at a region of ...