I hadn’t seen this video until now. It’s a 2006 spoof/thought experiment about what would happen if Microsoft designed the 2005 iPhone packaging (Step 1: rename it to “Microsoft iPod Pro 2005 XP Human Ear Professional Edition (with Subscription). The final reveal comes at 2:30 in the video, but it’s the build that really packs a punch.
We hear all the time that we can’t delight anyone if our products are created by a committee. Indeed, we nod knowingly at how everyone else falls into that trap.
But do we have one person whose sole job is to cut away absolutely everything (everything!) that’s unnecessary to achieving the vision, to delighting the customer?
N.B. there are two non-negotiable prerequisites in the prior sentence:
- Knowing who the customer is
- Having a vision of what you want her experience to be
Of course in the long term you don’t need just one virtuoso or visionary, but you do need a first time when you put out a product that makes a lot of important people within (or outside) your organization upset, because you’ll have put something out into the world that isn’t for everyone.
(And yes, sometimes we – you, me – end up being the committee. Oops.)
Every so often, I cannot help but comment from afar on corporate social responsibility (CSR). I worked in this area for IBM and GE before coming to Acumen, and I greatly appreciate what it takes to get big companies to do things differently – to incorporate a broader set of stakeholders and to think in terms of longer time horizons when making decisions. I also know how hard it is to move the needle on this stuff (e.g. Nike).
With this potential for impact, as a general rule I’m always amazed at what companies can get away with talking about and not talking about in public forums.
Simply put, should it be OK for a company to talk about a single program or initiative if that program / initiative is tiny relative to the scope of the entire organization?
I don’t think it should be, but time and again I’ve heard CEOs of companies with $50 billion to $100 billion in revenues give major speeches about $20 million programs (that’s 0.2% of revenues!). Not once, but often. And the programs are used as proof points for statements about how the company conducts its business globally. It would be no less absurd for a CEO to talk about one call center or to talk about its smallest division in its smallest market – which of course would never happen.
There should be some minimum threshold of impact to scale before any CEO is allowed to talk about anything of this nature.
The reason we care about how corporations behave is because of their size and scope. So: Apple’s supply chain matters a lot, what Apple does in and around Cupertino is good to know but essentially irrelevant. Pepsi’s Refresh program is a wonderfully innovative form of corporate philanthropy coupled with crowdsourcing, but their opportunity for real global impact starts and ends with what they are and aren’t doing about obesity and diabetes. When Wal-Mart puts its weight behind fluorescent bulbs it matters. If BP were to shift a major portion of its business away from fossil fuels the world would care, but Deepwater made it pretty clear that they are not “beyond petroleum.”
I’ve argued before that we can do much better than “more than nothing” when talking about the role of corporations in building a better world, and when you get Fortune 50 CEOs in a closed room to talk about the world and the future it’s clear that all of the top companies care deeply about these issues and see them as core to their long-term success.
But somehow we keep on falling into this trap of talking about nice, ancillary philanthropic endeavors as if the person on the stage is running a medium-sized nonprofit and not a multi-billion dollar, global institution.
We can do so much better.
I know everything at the Apple Store is designed to be techno-blissful, but you really took things to another level. Not only did you shake my hand, make me feel welcome, and help me get a Genius Bar appointment in less than five minutes, but you managed to make me feel just a little bit less bad about dropping my iPad on 6th avenue and cracking the screen (and I was feeling REALLY bad).
I was already appreciative of you for that, but then as I was walking up 9th avenue, you ran out of the store and up to 15th street and stopped me to make sure that my problem had been solved. Wow.
I bet you go above and beyond every day for folks, and I’m sure they appreciate it more than you know. I’ll be sure to tell everyone who goes to the Apple Store at 14th and 9th in New York City to look out for you.
Next Tuesday we’re rebooting Valentine’s Day as Generosity Day. Thank you, already, for being part of it.
Yours in generosity,