Tuesday, February 27, 2018 [Tweets] [Favorites]

HomePod Positioning

Jean-Louis Gassée:

A venerable Valley story doctor was brought to the patient’s bedside and, in short order, offered a simple remedy: Position the Mac as a Graphics Based Business System (GBBS). The Business System part was adman puffery meant to project gravitas, but the reference to graphics made unarguable sense: The Mac’s Graphical User Interface (GUI) was clearly a distinguishing factor at the time.

Everyone in the room loved the idea. Rather than take on the whole market, Apple would define and dominate a niche. As the Valley marketing sage put it (quoting Julius Caesar), better to be the chief of a small village in the Alps than second-in-command in Rome.

[…]

Back to today: Is there an Alpine hamlet that the HomePod can claim as its own?

[…]

Here, we have to pause and realize that the answers to the HomePod JTBD question are fragile and incomplete because the product itself is incomplete.

Comments

Stay up-to-date by subscribing to the Comments RSS Feed for this post.

Leave a Comment