“Complex hustle. I m brian hanlon back in the day when a customer bought a a product that was it the customer went running in their new pair of nikes that generally marked the end of their consumer experience. But today when a customer purchases a product that s just the starting point. The transition has gone from a linear consumer experience to one.
Today that is far more cyclical customers are now buying into entire ecosystems of connected products and services that companies like apple and nike are bundling together for our convenience. Think about it. When apple released the ipod that hot new device served as a bridge into the larger apple ecosystem. Which was connected with ancillary services like itunes services that were designed to run on the ipod and therefore reinforce apple brand loyalty the ipod plus itunes was far more powerful than just the device by itself from a consumer standpoint.
The ipod was the gateway device into potentially lifelong loyalty to apple and apple. Knew this when it gave away tons of free apps like itunes. And imovie apple knew..
It was incentivizing customers to buy high cost desktop computers and only with those computers could customers fully utilize apples proprietary software likewise when a company like gillette offers dirt cheap razors its banking on the fact that customers will also have to purchase its overly priced razor blades in order to use them. The formula established. Here is relatively straightforward offer your customers a low barrier doorway into a much larger suite of products and services that are connected to each other by design that s how you develop brand loyalty not by selling a single device that your customers love but by selling multiple devices that allow each customer to connect to their other devices and services that they also love the more your customers use one of your products. The more likely.
They re gonna be to use all of your products in the words of barry waxman and chris stutzman authors have connected by design each device and service. That apple offers is connected by design with all the others in multiple ways that reward customers for their increasingly deeper participation in the brand apple s best customers actually cross the moat to the castle and take center stage in apple s ecosystem with functionally integrated companies. Like apple. Consumers are so well served inside their castles that most never leave for more stories like this be sure to subscribe to complex hustle on youtube and stay tuned for more business and technology news for complex hustle.
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“Functionally integrated companies like Apple and Nike understand the business value in selling customers entire ecosystems of products, and not just individual devices or experiences. nnnFacebook: https://www.facebook.com/ComplexHustle/nnYouTube: https://www.youtube.com/channel/UCVAWBDbI_scGDPB4kdz0e4QnnTwitter: https://twitter.com/complexhustlennInstagram: https://www.instagram.com/complexhustle/nnComplex Hustle is a lifestyle channel for creators, entrepreneurs and young professionals navigating the new economy. Delivering daily news, expert insight and original programming we explore all things hustle from the corner to the corner office. It s a platform for the leaders and change-makers of today. We sit at the intersection of media, entertainment, technology and culture. Our content covers the many stages of entrepreneurship, empowering today s do-it-yourself generation to design the careers they want. We equip our audience with the tools and tips to create content, develop products and build businesses in the modern world.”,
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