Archive for May 2010
Pierre Omidyar did not design eBay for the “auction psychographic.” He founded it to help people sell personal items. Google was designed for the job of finding information, not for a “search demographic.” The unit of analysis in the work that led to Procter & Gamble’s stunningly successful Swiffer was the job of cleaning floors, not a demographic or psychographic study of people who mop.
Why do so many marketers try to understand the consumer rather than the job? One reason may be purely historical: In some of the markets in which the tools of modern market research were formulated and tested, such as feminine hygiene or baby care, the job was so closely aligned with the customer demographic that if you understood the customer, you would also understand the job. This coincidence is rare, however. All too frequently, marketers’ focus on the customer causes them to target phantom needs.
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via About | banksimple.
Sounds great to me. Really looking forward to seeing these guys in action, I will definitely give them a try if given an invite (hint hint). Citbank FTL!
Your pricing is, in part, a function of your increasing costs, but also a function of your increasing value, and segmenting the customers who can afford to pay a lot from those who can’t. JBoss was able to transform their business when they focused on putting the right scalable pricing model in place. They ended up creating a multi-dimensional scaling model that included things like number of servers, response time for support calls, number of named support people at their end, number of support locations, and which set of JBoss products they were using, in order to successfully get some customers to pay $1M while others were paying just $10K.
We are committed to making Spring the best language for cloud applications, even if that cloud is not based on VMware vSphere.