A Better Mousetrap? Who knew?

MouseTrap V.6 is about to be released. The product development team is so proud of what they've created that they've even designed a logo for it. They just need someone to clean it up. Press releases have already been issued focusing on the newest bells and whistles. The sales force is using the product's code name which was never intended to see the light of day. Operations is ramping up to keep up with the expected flood of orders. Then someone asks, "Does anyone out there need this product?"

Many of the small and emerging companies I meet with continue to be product-focused rather than market-focused. They develop products because they must rather than as a result of a demonstrated need. From an outside perspective, this is clear to see during our very first meeting. The discussion starts and ends with the product's exciting new features and often in the form of clever acronyms. They can always explain how their product is superior to the competitors' products, but often there is not a clear understanding of why anyone would need it. Most companies cannot devote precious marketing dollars to a serious research study so branding and marketing decisions must be made on available data, anecdotal information and personal opinion.

It's better than it used to be. Today, there is a greater appreciation of the need for branding and marketing. Most now understand that the best mousetrap in the world will never sell unless people know about it, understand that they have a need for it and believe that purchasing their mousetrap is going to improve their life.

This is one of the values that we offer as designers and communicators. We bring objectivity and critical thinking to the table. We have not been tainted by the internal dialog that has taken place. We are not burdened with the history or the politics involved. We are the customer. We listen to the sales pitch and we, like the customer, wait to be convinced.

In these situations, it's the job of the designer to take what has been developed and make it relevant for the customer. It's not the optimal approach to product marketing, but it can work. We do it all the time.