Sniffed some Play-Doh the other day. You should really go out and do this right away. Why? The effect is an instant, unmistakable, highly positive association with childhood. The experience is delightful and conjures up all kinds of great memories. It also conjures up important insights about differentiation, innovation and competitive advantage.
One of the brilliant things about Play-Doh is the built-in delight. That powerfully distinct “smell of childhood and fun” you get when you open the can. This powerful instant queue thrills customers in ways that stand it FAR APART from similar competitors. Think about it. There are scores of similar products. But there is only one Play-Doh. They dominate without much marketing. Savvy marketers, new product/service developers, designers, retailers, restauranteurs, web and software developers often take the same approach. By building in powerful touches…from any of comfortably familiar, cool, fun, emotional or in other ways delightful…you cement differentiation and customer loyalty that features and functions by themselves just can’t match.
Obviously, not everything we need to know about differentiation and competitive advantage is learned from kindergarten. But this much is certain: put someone in charge of developing and integrating queues and touches that bring the cool, fun or delight – and your differentiation and competitive advantage will be elevated.