The fatal flaw of most technology companies is this:

They lead with the technology.

Honestly, nobody cares about the technology.

The genius of good tech companies is this:

They lead with ideas.

Example: (and please forgive the over-played Apple examples) Apple’s first iPod wasn’t about the new technology of an MP3 player. It was “5000 songs in your pocket.” The IDEA of taking your music anywhere is what got me to buy one.

Now the new nano is “A little video for everyone.” They lead with the idea of truly portable video. Not how great the technology is.

So… here’s the question: do you lead with the technology?

Or do you lead with ideas?

Just something to think about.

This entry was posted on Thursday, March 6th, 2008 at 5:15 am and is filed under Marketing & Design. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.