Using prose that I found both engaging and eloquent, Youngme begins with the simple premise that there’s an erosion of meaningful consumer value due to an “overwhelming profusion of options emanating out of hyper-mature categories.”
What does she mean by that? Instead of a boring business answer, she talks about the typical arc of a hit television series: it starts off strong, gets stronger over the next few years, and then peaks before an inevitable decline, often triggered by something the audience ultimately rejects. She tells the story of Happy Days, citing the death knell episode featuring the improbable scene of Fonzie waterskiing and having to jump over a shark.
The point is, in business, she says, there’s a similar arc:
“As categories mature, the products within them get progressively better over time, with consumers benefiting along the way. But somewhere along the line these categories jump the shark, having undergone too many plot twists and turns for consumers to stomach anymore.”
So what are we to do about it? Can we hope to avoid the downward spiral? Youngme subtly offers two key handrails that anyone in business can grab on to if they’re interested in differentiating their offerings staying relevant. (And really, who isn't?)
This is a great article for photographers to read and re-read. Where do you fall in the "Different" paradigm?
1 comment:
This is well-known theory. A different exploration of it, more along the business route is in this very good read 'The Innovator's Solution' - (http://www.amazon.com/Innovators-Solution-Creating-Sustaining-Successful/dp/1578518520)
Same conclusion - some new cool product comes out. Early on it has rough edges, only works for early adopters (think Windows 3.0). But over the years incremental improvements happen, other people try to do the same, the field gets crowded, and it becomes harder to have a competitive advantage.
The solution: you really need to find the next big new thing instead of just trying to tweak that old horse.
Photographically speaking, there have been many 'known' looks (e.g. Jill Greenberg). To stand out you have to come up with the next look, not emulate the old. But that requires significant experience and command, vision, and creativity. It's not where you start, it's what you aim for.
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