{"id":20722,"date":"2018-02-27T15:44:22","date_gmt":"2018-02-27T20:44:22","guid":{"rendered":"https:\/\/mjtsai.com\/blog\/?p=20722"},"modified":"2018-02-27T15:44:22","modified_gmt":"2018-02-27T20:44:22","slug":"homepod-positioning","status":"publish","type":"post","link":"https:\/\/mjtsai.com\/blog\/2018\/02\/27\/homepod-positioning\/","title":{"rendered":"HomePod Positioning"},"content":{"rendered":"<p><a href=\"https:\/\/mondaynote.com\/more-homepod-trouble-positioning-7afb1fd6801c\">Jean-Louis Gass&eacute;e<\/a>:<\/p>\n<blockquote cite=\"https:\/\/mondaynote.com\/more-homepod-trouble-positioning-7afb1fd6801c\"><p>A venerable Valley story doctor was brought to the patient&rsquo;s bedside and, in short order, offered a simple remedy: Position the Mac as a Graphics Based Business System (GBBS). The <em>Business System <\/em>part was adman puffery meant to project gravitas, but the reference to graphics made unarguable sense: The Mac&rsquo;s <a href=\"https:\/\/en.wikipedia.org\/wiki\/Graphical_user_interface\">Graphical User Interface<\/a> (GUI) was clearly a distinguishing factor at the time.<\/p><p>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 (<a href=\"http:\/\/www.daviddarling.info\/encyclopedia_of_history\/J\/Julius_Caesar.html\">quoting Julius Caesar<\/a>), better to be the chief of a small village in the Alps than second-in-command in Rome.<\/p><p>[&#8230;]<\/p><p>Back to today: Is there an Alpine hamlet that the HomePod can claim as its own?<\/p><p>[&#8230;]<\/p><p>Here, we have to pause and realize that the answers to the HomePod <a href=\"https:\/\/hbr.org\/2016\/09\/know-your-customers-jobs-to-be-done\">JTBD<\/a> question are fragile and incomplete because the product itself is incomplete.<\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>Jean-Louis Gass&eacute;e: A venerable Valley story doctor was brought to the patient&rsquo;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&rsquo;s Graphical User Interface [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\"","apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"footnotes":""},"categories":[],"tags":[295,1584,30,663],"class_list":["post-20722","post","type-post","status-publish","format-standard","hentry","tag-history","tag-homepod","tag-mac","tag-marketing"],"apple_news_notices":[],"_links":{"self":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/20722","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/comments?post=20722"}],"version-history":[{"count":1,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/20722\/revisions"}],"predecessor-version":[{"id":20723,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/posts\/20722\/revisions\/20723"}],"wp:attachment":[{"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/media?parent=20722"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/categories?post=20722"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mjtsai.com\/blog\/wp-json\/wp\/v2\/tags?post=20722"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}