Attention-grabbing vs. wow factor (there’s a big difference)

A lot of celebs seek to grab attention (see Cyrus, Miley or “Kardashian – Kim, Khloe, Kourtney, Kendall, Kylie or Kris).  They make outsized noise doing over the top things involving nudity, wrecking balls, giant teddy bears, costumed little people, farm animals and meat suits to get on our radar.  And it works.  For about 15 minutes.  A lot of new products seek to do the same thing. But there is a HUGE difference between attention-grabbing “Whoa” and true “Wow” factor.  And if you want to succeed for more than 15 minutes, you need lasting WOW factor.  What is it and how do you know if you have it?

bikeLook just above.  WOW, right?  Just WOW.  Not made you look, 15 minutes of fame “whoa”, but WOW.  Lasting cool.  “It” factor.  It’s a bitch to develop but not hard to define.  Lasting Wow is deliberately built to reinforce brand, send the right message, with just the right design queues and touches that deliver lasting cool. You know you have it when most anyone in your intended target looks at your new innovation and simply utters the word, ”Wow.”  Not “whoa” like a Miley Cyrus stunt.  But “Wow”.  Whoa is Miley Cyrus, WOW is Adele.

When developing new products, you should research, brainstorm, design and engineer with “WOW”, not “Whoa” in mind. At least if you want your new product to have more than 15 minutes of fame.

Want breakthrough innovation? Be very, very contrary

Don’t think innovation can be forced or pulled out of thin air? Au contraire.  Seriously.  Au contraire.  One simple and HIGHLY EFFECTIVE way to achieve innovation is to be very, very, very contrary.  How?

A GREAT innovation tool we’ve used over the years to achieve real results is called The Great “What If” Game.  Essentially, this brainstorming exercise forces you to look at your situation (product or service) in very contradictory ways by asking a series of “what if” questions.  For example, in looking at your situation, what if we:

  • Modernize it?
  • Make it bigger? Make it smaller? Change its shape?
  • Substitute in something new or unexpected?
  • Make it more hip/cool?
  • Beautify it?
  • Simplify it?
  • Make it thicker?
  • Make it lighter?
  • Make it sexier?
  • Make it more fun?
  • Make it more powerful or potent?
  • Combine it with something improbable?
  • Make it healthier?
  • Make it more indulgent?
  • Make it more personal?
  • Make it more upscale?
  • Etc., etc.

You get the idea.  We challenge you to dream up your own large number of “what if” questions for your product or service. Then, see where it takes you.

Skeptical and don’t think this can really work? Au contraire – here is just a smattering of real world examples of where it has worked (by creating juxtaposition vs. the status quo):

Images1

The moral of the story? Use the Great “What If” Game to zig where others zag, go up to their down, be yin to their yang.  And watch what happens.

Let’s brainstorm! Have any favorite techniques you use to think contrarian or get outside the box? Please share them over here in the comments.

Awesome design starts with not so awesome design

iPad wheelFact: our first design sketch is pretty much never amazing.  Neither is the second, third, fourth, fifth, six or seventh.  Okay, maybe the seventh is pretty good.

iPlay option 1But in a huge way, great design and great ideas are a lot like math. And baseball.  As in…to hit a home run, you may need to go to the plate 20 or more times (or 10 if you’re on steroids).  To hit two home runs, you may need 40 trips.  3 homes runs…60 trips.

10 HR’s = 100 trips. Etc., etc.

photoIn other words, the road to awesome runs directly through the much bumpier, more difficult road through not even remotely awesome.

It’s the only way to get there.  At least without steroids.