Consumers perceive products as falling into one of three categories: Commodities (most products), Special (a select few that have broken away from the pack), or Singular (products with evangelists). I’m laying this out for consumer electronics specifically, but people have suggested this model works for any consumer products. I haven’t thought it through for other categories (like cars, clothes, etc.) but if you think it works elsewhere, I am happy.
I’ve detailed Commodities and Special products earlier this week, and want to address Singular devices today.
Singular products are cultural phenomenons. They prevail in social conversation, and are constantly in the mainstream media. Singular products have evangelists, or consumers whose intense loyalty for the device — and the company making it — borders on religious. Evangelists will tell anyone who will listen how wonderful this product is. Special products, which I detailed yesterday, are known by name and features, but do not enjoy evangelist consumers.
Because only one company in electronics currently has evangelists — Apple — I can only think of three products that fall into the Singular category:
- The iPhone
- The iPod
- The Mac (desktop and notebook)
The iPad, a couple weeks into its life, is currently in the Special category. It hasn’t been around long enough to develop evangelists yet.
Singular products define not only a category, but a time period. Years from now, our time will be recalled as the iPhone era.
Strive for Singular status. Define your era.