Lenny's Podcast · Jul 21What most people miss about marketing | Rory Sutherland (Vice Chairman of Ogilvy UK, author)
It stalled because of who wore it: it went only to developers, who are not the people you want walking round a bar in it. Rory would have paid the launch price for reminders in his eye line.
Tips
- Do not assume a good product wins or a failed one is dead▶ 2:24Sutherland lists the Meta Portal TV, Google Glass, the wine box and the Japanese toilet as strong products that failed to cross the chasm, and notes air fryers took years.
- Manage early adopter imagery because it can block mainstream adoption▶ 59:56Google Glass went only to developers, Ford and Edison's early electric car was stereotyped as a women's car, and modern EV owners are seen as smug even though few buy for environmental reasons.
