Not All Consumers Are Created Equal

on August 31, 2012

The series John Kirk has been tackling this week as inspired me to add some needed perspective to the platform debate.

Fanatics of products or brands, for example, consistently assume that what they love or feel is superior should be true of everyone. There is a psychological element to all of this where too often people believe that what is true or good for them is true or good for everyone. Yet nothing can be farther from the truth.

When you study the history of nearly every product in consumer markets you see quite a bit of diversity. This is because not all consumers are created equal. The needs, wants, and desires of individuals can differ slightly and also drastically.

There is not a one size fits all model in consumer markets.

The markets for mobile phones, tablets, traditional PCs, etc, is segmenting and opening the door for many possibilities. To see this point all one needs to do is look at the vast variety in design around Windows 8 hardware we are seeing and will see over the next year.

The key to success for all consumer product companies who want to operate within the dynamics of this market is to understand your customer and seek to develop products that meet the needs of that customer. In this scenario you must understand that what you are creating will not appeal to everyone and this is perfectly OK.

We should encourage diversity rather than hope that one product or platform rules the industry. If we did this market would be very boring.

To quote Buddy / Syndrome from the Disney / Pixar’s The Incredibles.

“and when everyone is super, no one will be.”

Let’s hope we are not headed for a technological landscape of the sea of sameness.