Whether or not you’re reading along with the CMBA book club, hopefully you saw last week’s post on making your business stick and are thinking of ways to apply these ideas to your business. Its pretty easy to see how the process for making ideas sticky can apply to your marketing efforts, but what if you applied those same principles to product development? What if you designed a product so sticky that it practically marketed itself?
Today I want to evaluate an existing product to see what makes it sticky. Next week, in Part 2, we’ll look at how to use the principles of sticky ideas when you’re designing your own products.
For today’s post, I want to talk about one of the stickiest products around – the iPod. Now, I know what your thinking, the iPod isn’t handmade. And it certainly isn’t produced on a small scale. True. And yes, Apple had a huge advertising budget for the iPod. But, you really can’t beat it as a model of stickiness. So what makes the iPod so sticky?
- Simple. Think back to the days before iPhones, and iPod Touches, and video. The iPod had one core focus – it was an MP3 player. And not just any MP3 player – it was simple and easy to use. In Made to Stick
, the Heath brothers talk about “feature creep,” and this is one thing early iPod’s avoided. Later, once we understood the product, Apple could start adding other features. But the original iPod was elegant in its simplicity.
- Unexpected. The iPod wasn’t the first MP3 player on the market. But it was simple, and sleek, and aimed at the general public, not just gadget geeks. And that made it different and unexpected.
- Concrete. 5 MB. 1500 songs. 10 hours. When they explained the iPod, Apple used specific language. They didn’t just say, “the iPod holds music.” They gave you an understanding of just how much music it would hold. They used language that people could visualize and understand. When you say it holds 1500 songs, I instantly understand that it is better than toting CDs around.
- Credible. Ok, so this one is more about the source than the product. Everyone had heard of Apple. They trusted Apple to put out a certain kind of product. So even as you work on designing newer, stickier products, you should still be thinking about how to build trust with your customers (and potential customers). If you’re building that network, through your blog, social media, personal interactions, or in any other way, when you launch that new product, your fans will be much more willing to embrace it.
- Emotional. Let’s face it, the iPod was designed to be cool. So much of the iPod didn’t appeal to our rational logic. (After all, those initial prices were anything but rational.) Instead, it appealed to our emotional side. The part of us that wanted to be trendy, cutting-edge, and cool.
- Stories. The iPod was a story generator. Think back to before you had an iPod. Weren’t you always hearing about a friend of a friend who had one and loved it? This should be your ultimate goal, a product so sticky that people start to tell their own stories about it. Stories that hopefully you can harness to keep the momentum going.
Throughout the week, look at the products around you. Are they sticky? Pick a product and see how many of the stickiness criteria it meets. You could do this for an object in your own home, or perhaps something you saw on Etsy that seems to be popular. As you get better at identifying what makes other products sticky, you’ll soon be able to apply those principles to your own work.
Next week, we’ll talk about how to make existing products stickier, and how to design new products with stickiness in mind. And as always, feel free to share your thoughts or experiences in the comments. What products jump out at you as sticky?
Ed. note: You can now read Part 2 here.
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What a great post! Love that you’re challenging “designers and makers” to apply these principles to our own work. I’m particularly intrigued by the notion of creating something that’s a “story generator.” Thanks.
I would consider the Wii to be a sticky product. It’s only gotten better since it’s release. And it truly is the first game console to appeal not only to kids and men, but also to women. It’s a game the whole family, even the grandparents, can play. And that sets it apart from the rest.
I really enjoyed the 6 things post last week, Megan, and then seeing this post this week inspired me to sit down and do an exercise myself!
I just went through each principle and wrote down my strengths and weaknesses in each one. You have no idea how IMMENSELY helpful and elucidating it was! By writing down what I’m doing well and what I can improve, it helped me identify exactly where I should put time and resources into improving my business, brand, products and identity!
I think that your Part 2 exercise will probably suggest doing something similar, but for anyone reading this now–I highly recommend taking the time to sit down and do this. It’s great!
Wow. This blog and this article in particular is exactly what I need to add to my book mark bar. As a fairly new product designer, and very new on etsy, my marketing skills are somewhat lacking, so this should give me some handy tips. Thank you!
I love your products – original, but re-produce-able (Is that a word?)
I have recently had one of my products featured in a fairly popular interior magazine here in South Africa. Do you have any ideas on how I can make the most of this exciting event, in terms of growing my brand and marketing?
Thank you again for a lovely blog.
A bit OT but a perfect tie-in to this post is the Microsoft Designs the IPOD package video. Hilarious. Packaging works hand in hand to reinforce Apple’s values and priorities.
For many start up designers, the priority of packaging tends to be feast or famine. Either they throw nearly everything or nearly nothing at it. In the first case, I think it’s partially a reaction to their relationship to the market as consumers. They’re packaging focused (sometimes at the expense of the product itself) because that’s what attracts them when they shop. Other designers are more product focused, packaging is an after thought. That’s not a criticism; if they’re selling over the web, POS (point of sale) appeal isn’t as important. If you don’t have a lot of money to invest in packaging, selling to independent boutiques should be put off for awhile. Actually, that’s important criteria for retailers and sales reps and a critical part of the total buyer’s packet you put together.
It’s important to keep your priorities balanced. I have noticed a rough correlation over the past 15 years in working with thousands of start up designers; those who have spent a lot on packaging with a marketing plan that is incredibly well put together, often leave the impression they’re going great guns. Not true. Most are in the red -significantly. The difference btwn how good they look vs their cash flow couldn’t be more different.
Lesson: don’t be tempted to follow someone else’s lead, they may not be doing that great themselves and probably not someone you should model yourself after.
This really codifies what has happened with my travel duffles. I think the categories of travel and wedding products are great ones to naturally produce the story aspect of your formula. Sometimes we make something that really catches on and have no idea “why that one?” Thanks for spelling it out. I think you are right on.
You broke that down oh-so-well! I really need to re-approach my perspective and execution when it comes to selling products, finding a way to market my images…which are unique but not a necessity.
I can’t put bubble gum all over my packaging, but I do need to make my work stick.
Thanks for the great insight 🙂
Great article. I think it is very real advise broken down, great job.
Also, I love how apple has done a great job of changing what we call an mp3 player… most people not refer to them as the brand ipod. Similar to Qtip which is cotton swab. So from stick to changing the langue for the item.
I think the creating a “story” is a huge part… whether if your items conversation pieces or unique, if they start the story grass roots is a great way to build a product when you are a solo entrepreneur or a start up . Thanks
Wowww… Thanks for the post last week, this weeks post gave me a lot of creativity, now I just have to find time between my job and hobby to test my strengths and weaknesses out myself.
I even struggle with my own website address it is http://www.love4rocks.etsy.com =)
Great post. it really gives something to think about. Wish it had been able to find etsy related examples. Thanks for the good info. looking forward to the rest of it.
I might just add my 2 cents worth. The English language is the enitre property of those who use it. No Acade9mie de la langue anglaise, s’il vous plaeet . Usage is what makes it right and so vibrant. Not dictionaries. Not teachers. And, as with all things, it changes! So I Davey wants to use an apostrophe to indicate plural, and we all understand what he meant, that is perfectly fine and dandy with this old pedant. Language is that thing that lives on the tips of the tongues of those who speak it. I would add, on the tips of the fingers , as well. Ain’t it sick? Keep smiling, dude, and don’t forget, we’re all ONE! Be well,
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Thanks for a really helpful post…
to me sticky a product is something memorable that everyone has heard about, say like Coca Cola. I do wonder how something so popular and mainsteam can fit into a niche, like handmade.
I am just reading “the tipping point” and on the subject of sticky products…it is a facinating subject … “stickiness is a critical component in tipping.” this is a good article!
Jill – there are certainly examples of sticky products on Etsy. but i think it’s important for us to look beyond etsy from time to time to see other examples that work.
Luisa – i think there are different levels of stickyness. perhaps your product won’t be sticky in the sense of coca-cola, but i think you can certainly make a product stickier within its niche
At the risk of sounding really stupid,How do I make my prints
to be “sticky” ?
really cool article!
Hi Megan,
I really enjoyed this article because it has usful information that is concrete, simple, credible and has all the other elements that the “Sticky” book recommended. I will apply these practical suggestions to make my embellished hats, purses and wedding albums more sticky. I loved this entry so much that I’m going to put you in my Favorites and refer to your blog regularly. Thanks!
Looking forward to next weeks – I’m convinced but not sure how to do it!
Thank you
I’m still not sure how “sticky” can effect Etsy. Most of us are not making Ipod accessories. HOWEVER, I found out that if I write a compelling enough story, AND Have excellent photos, that some buyers will be clamoring for more. Not all stories stick in the heart of buyers, but some DO. I’m looking forward to reading the next article.
I have noticed a lot of sticky on Etsy: Alice, Marie Antoinette, and stamped tags, and French anything. I don’t know why they are so sticky but I think they are. When you get that stuff in the mail, it is oh so paltry compared to what we see in the photos. Back to work.
Thank you so much for this information. I will be looking at other Fine Art sites on Etsy that are doing well and see how they are using these 6 criteria. I am trying to make my sites more sucsessful.
Nancy LaBerge Muren
WatercolorByMuren.etsy.com
laberge.etsy.com
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