Comments on: Hey Ryan: I’m so over Good Better Best.

By: Clark

Clark — Thu, 28 May 2009 15:31:51 +0000

Think about the value of a product line that goes like this: “Always the best for you.” And not in the crappy way that some product comparison engines mix up units and blank cells to avoid true comparison among competitive brands, but in the way that you can actually choose a product not on price but on what will enhance your experience.

I’m inspired by surfboards, fly rods, restaurant menus, (some) furniture brands, etc. – “Best” lives in the brand, but “right” lives in the product selection. There is no “best” meal on a good restaurant menu. Forget about “best value” pricing of soda at the movie theater… we all know that’s crap.

My fly rod is from Scott. All their rods are the best for something. And for me, their brand is the best. I have owned several of their rods from different lines – they’ve all served me well and differently, always great. Same with my surfboards – each one is special and does something different. That’s why you develop a “quiver” of boards.

How is that for a marketing position? Instead of offering Good Better Best and asking consumers to choose one (because why ever would you buy all three), you offer a “quiver” of choices – choose one for each purpose you have? What would this mean for athletic shoes that become workout-specific? What would this mean for computers? What would this mean for automobiles?

By: colin

colin — Wed, 20 May 2009 18:59:42 +0000

Good point, I mis-typed. Ryan’s article as entitled “10 out of 10 MBAs are taught marketing the same way.” It was criticism toward the institution rather than the individual.

By: Dana

Dana — Wed, 20 May 2009 17:38:54 +0000

Totally agree with you about some marketers focusing on features instead of consumer benefits, and causing needless pain & confusion. Not sure I agree on the cause, though – I would propose that lazy thinking and settling for the status quo are the cause, instead of “10 of 10 MBAs thinking about marketing in the same way” – are you including Diego Rodriguez or Seth Godin in this category?

Anyone who simply accepts the status quo – whether designers, or marketers with MBAs – will miss out on connecting with end users and best meeting their needs.