I call the very best, most successful consumer technologies singular products. These products include the iPhone, the Amazon Kindle and Netflix.
Three interaction of three groups inside of a manufacturer are responsible for creating singular products:
- High-level executives with a vision of exactly what the customer experience must feel like. Think Steve Jobs and Jeff Bezos.
- Engineers who can execute on this vision.
- And powerful marketers who can not only alert consumers about these products, but energize them as well.
You need all three.
In the coming days, I’m going to elaborate on each group, and discuss their interaction.