The German philosopher Heidegger famously distinguished between objects that are “ready at hand” and objects with properties. In other words, when we use a product (an object), we’re not usually focused on the product itself -- its fancy label, its color, and so on -- but on what it does for us. Heidegger used the hammer as an example: We don’t look at a hammer as, well, a hammer, but as something that can drive in a nail to help us do something like build a house. Only later, maybe, will we ponder the hammer as a hammer.
How does this apply to a business? Quite simply, customers don’t care as much about that your product is as what it does -- and what it does for them in particular. Sure, they care about the product and will think about it as a product, but first they need to see how the product can add value to their lives. Only then will they “lookRead More »from Why Your Customers Aren’t Interested in Your Product (Yet)