Origin of Brands
Our industry is fascinated by convergence. If a product is great, it could be even better if it would only do one more thing. A cell phone must keep your schedule, browse the web, take a picture, and capture a movie. And now it must also be your wallet.
One of the books that's had a lot of influence here at Softeq is "The Origin of Brands" by Al & Laura Ries. It describes the concept of divergence rather than convergence. It's a fast read and highly recommended.
We like the latest cell phone gadget as well as the next guy. But our bag still contains an iPod for music, a BlackBerry for email, a high-resolution digital camera, and a cell phone. Why? Because they all work better than the all-in-one version. It's the stereo component system versus the all-in-one radio.
For another example, read Om Malik's "Converge Sense" article on The Three-Screen Problem, where he discusses how Silicon Valley is convinced the television, personal computer, and cell phone will merge.
Read the book. We guarantee it will get you thinking.
One of the books that's had a lot of influence here at Softeq is "The Origin of Brands" by Al & Laura Ries. It describes the concept of divergence rather than convergence. It's a fast read and highly recommended.
We like the latest cell phone gadget as well as the next guy. But our bag still contains an iPod for music, a BlackBerry for email, a high-resolution digital camera, and a cell phone. Why? Because they all work better than the all-in-one version. It's the stereo component system versus the all-in-one radio.
For another example, read Om Malik's "Converge Sense" article on The Three-Screen Problem, where he discusses how Silicon Valley is convinced the television, personal computer, and cell phone will merge.
Read the book. We guarantee it will get you thinking.
posted by Softeq at
2:33 AM
