Cool, like iPod cool or iPhone cool, has been a key to Apple’s continuance as the essential accessory. But there’s more to success than just being cool, and Apple understands this perhaps better than anyone. Their consumer-centric development model is at the center of what I call the iPod Theory; an innovation strategy of simplifying the complex.
A major part of my theory is the idea that process is more important than quality. And I’m not suggesting quality is not important, actually it’s critical, but where most companies are trying to develop products for today’s consumers, Apple is asking what the markets of the future are?
To illustrate, let’s take my dad for example, he was born in the 1930’s before the television was invented. And like most people his age he is still confused by the remote control for his TV. But you know what my dad can do? With no training whatsoever, he is able to collect, store and catalog music and movies on his computer using iTunes and sync them to his iPod with no trouble at all. What Apple has accomplished is taking a very complicated process to one that is deceptively simple. My dad can’t take a picture on his camera and email it. But he can download my mom’s favorite new movie to watch on her iPod while flying to see her grandkids; amazing.
So, Apple has created a whole new population of people, in this case those who aren’t computer savvy, and made an entire world of media available to them. They did this not by trying to improve the quality of the movies or music that already existed, rather they identified a constraint to the consumption of these movies and music and eliminated it – by simplifying the complex.
As global communication strategists our challenge is the same. The process by which communications are created, localized, deployed and measured is complicated. According to Common Sense Advisory, companies claim that 90% or more of their content should be managed in multiple languages; 20+ languages in the EU alone. Forrester Research, though, states only 10% of companies have a global content solution in place that protects brand identity, reuses content locally, and localizes content for regional audiences. That’s a whole lot of people who could use some help.
With all of the quality-driven solutions in the marketplace today, why do so few companies have a strategy in place that unifies these activities on one platform? I believe it’s because too many consultants are focused on the wrong things, instead of asking what the solution of the future is, like the iPod, they are trying to convince companies they have a better remote control. To bring about change, meaningful change, the fundamental approach needs to shift the focus from addressing one element of the global communications supply chain, say language translation, to a comprehensive business infrastructure that makes everything easier and delivers excellence and value along entire GlobalComm process – an innovation strategy of simplifying the complex.
Competitors will continue to challenge the iPod and iPhone on the cool front, but Apple has made a nice living understanding the value of co-innovation – another pillar of my iPod Theory we’ll leave for another day. But, because they have so successfully simplified the complex, my dad has developed a trust with Apple that will keep him happy and loyal. In that same way, global communications technologies will continue to develop, but our clients trust us to keep them up-to-date and help solve issues related to the entire GlobalComm value stream.
A major part of my theory is the idea that process is more important than quality. And I’m not suggesting quality is not important, actually it’s critical, but where most companies are trying to develop products for today’s consumers, Apple is asking what the markets of the future are?
To illustrate, let’s take my dad for example, he was born in the 1930’s before the television was invented. And like most people his age he is still confused by the remote control for his TV. But you know what my dad can do? With no training whatsoever, he is able to collect, store and catalog music and movies on his computer using iTunes and sync them to his iPod with no trouble at all. What Apple has accomplished is taking a very complicated process to one that is deceptively simple. My dad can’t take a picture on his camera and email it. But he can download my mom’s favorite new movie to watch on her iPod while flying to see her grandkids; amazing.
So, Apple has created a whole new population of people, in this case those who aren’t computer savvy, and made an entire world of media available to them. They did this not by trying to improve the quality of the movies or music that already existed, rather they identified a constraint to the consumption of these movies and music and eliminated it – by simplifying the complex.
As global communication strategists our challenge is the same. The process by which communications are created, localized, deployed and measured is complicated. According to Common Sense Advisory, companies claim that 90% or more of their content should be managed in multiple languages; 20+ languages in the EU alone. Forrester Research, though, states only 10% of companies have a global content solution in place that protects brand identity, reuses content locally, and localizes content for regional audiences. That’s a whole lot of people who could use some help.
With all of the quality-driven solutions in the marketplace today, why do so few companies have a strategy in place that unifies these activities on one platform? I believe it’s because too many consultants are focused on the wrong things, instead of asking what the solution of the future is, like the iPod, they are trying to convince companies they have a better remote control. To bring about change, meaningful change, the fundamental approach needs to shift the focus from addressing one element of the global communications supply chain, say language translation, to a comprehensive business infrastructure that makes everything easier and delivers excellence and value along entire GlobalComm process – an innovation strategy of simplifying the complex.
Competitors will continue to challenge the iPod and iPhone on the cool front, but Apple has made a nice living understanding the value of co-innovation – another pillar of my iPod Theory we’ll leave for another day. But, because they have so successfully simplified the complex, my dad has developed a trust with Apple that will keep him happy and loyal. In that same way, global communications technologies will continue to develop, but our clients trust us to keep them up-to-date and help solve issues related to the entire GlobalComm value stream.
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