Monday, April 12, 2010

HBR, Turn a Flaw into a Distinguishing Feature

A hotel with no AC, mosquito-filled rooms, and no room service might appear to be flawed -- unless the hotel is an eco-tourism destination. Then those flaws become part of the "eco" experience. Many successful products and services sacrifice one feature (performance or style) in the name of another (simplicity, affordability, or convenience). Many customers appreciate these trade-offs. Next time you are worried about your product's flaw, think about how that imperfection can be transformed into a distinguishing feature. Find customers who appreciate what they get because of that flaw: low cost, an easy-to-use product, or a unique experience.
Today's Management Tip was adapted from "Featuring the Flaw" by Scott Anthony.



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