Research Works
 
ResearchWorks, Inc.
We help socially minded companies get measurably better marketing results. Guaranteed.

Moshe's blog: Moshe Engelberg On Everything Marketing. Your source for "ah-ha" moments and thinking different.

New Offerings (Click here to contact us)

Get Intimate: Show your team how to really know what customers want and need, and improve your marketing and sales immediately.

Find Your Mountain: Get everyone focused and committed with a long-term vivid vision and "mountain to climb" that is exciting, measurable, and achievable.

Jumpstart Your Innovation: We provide "zero-based thinking" workshops and executive consulting to break through logjams and jumpstart your culture of innovation.

Free Articles/Past Newsletters
Articles and other free resources can be accessed here.

Contact Us
ResearchWorks, Inc.
12396 World Trade Drive
Suite 313
San Diego, CA 92128
Phone: 858-487-8200
www.researchworks.com

Like this newsletter?
Click here to share it with a friend 

If you would like to be removed from this list please click here.

 
Marketing Simplicity

July 2011by Moshe Engelberg, Ph.D.

There are legendary stories about Steve Jobs’ obsession with “one button” designs in order to ensure Apple products are simple, intuitive, and easy to use. Complex product interfaces are just not an option at Apple. Which has served them — and arguably consumers — quite well.

Over the years, we’ve assessed customer reactions to a lot of medical products and health programs that are overloaded with features and hard to use. Invariably, customers complain. They feel the manufacturers or program developers don’t understand them, because if they did, what they develop would be much simpler and intuitive.
Here are five diagnostics to determine if your development process is product-centric or customer-centric:

1.    Are you insisting on simplicity?
2.    Are you giving your engineers/developers sufficient customer input?
3.    How easy is it for your customers to figure out your product or program?
4.    Can customers immediately show someone else how the interface works?
5.    Do customers smile when they use it?

If you are leaning toward product-centric, step back and start with zero-based thinking to achieve simplicity. I challenge you to make the equivalent of a “one button” design for whatever you are producing.

Moshe Engelberg, Ph.D., M.P.H.
President
ResearchWorks, Inc.
12396 World Trade Drive
Suite 313
San Diego, CA 92128

Phone 858-487-8200
Fax   858-487-8264
moshe@researchworks.com
www.researchworks.com


Your Marketing Minute ® is an electronic newsletter based on the consulting, teaching, and speaking of Dr. Moshe Engelberg. Please contact us with feedback or questions or for further information at: myconsultant@researchworks.com.

We encourage you to share Your Marketing Minute® in whole or in part as long as copyright and attribution are always included.

© 2011 ResearchWorks, Inc. All rights reserved.


P.S. See Moshe's latest blogging and more.

Contact us about the highly acclaimed Customer Intimacy Workshop — experiential learning at its best!