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W H E R E ’ S T H E P R O B L E M ?
Thomas Escher
Co-Founder — www.whytes.co
@noprescher
Marketers are Curators
W W W . W H Y T E S . C O
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'Advertising is based
on one thing: happiness.'
—Don Draper
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The right Perspective / Customer- vs. Product-Centric Approach
Product
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The right Perspective / Customer- vs. Product-Centric Approach
Product Centricity
Why my product is so important to buy?
Product
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'You affect the world
by what you browse.'
—Tim Berners-Lee
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The right Perspective / Customer- vs. Product-Centric Approach
Product Centricity
Why my product is so important to buy?
Product
Consumer
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The right Perspective / Customer- vs. Product-Centric Approach
Customer Centricity
How can I improve my customers life?
Consumer
Produkt
Produkt
Produkt
Produkt
Service
Service
Service
Service
Product Centricity
Why my product is so important to buy?
Product
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Making products for your customers
is surely far more efficient than finding
customers for your products.
— Seth Godin: Author, Entrepreneur, Marketer
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Lego & Ritter Sport / Make Products for and WITH your Customers
Lego Ideas: Stone on stone
to a collaborative brand
community — since 2011.
https://ideas.lego.com
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Lego & Ritter Sport / Make Products for and WITH your Customers
Lego Ideas: Stone on stone
to a collaborative brand
community — since 2011.
https://ideas.lego.com
Sortenkreation: Community-
driven, democratic product
development — since 2015.
www.ritter-sport.de/sortenkreation
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Lego & Ritter Sport / Make Products for and WITH your Customers
Lego Ideas: Stone on stone
to a collaborative brand
community — since 2011.
https://ideas.lego.com
Sortenkreation: Community-
driven, democratic product
development — since 2015.
www.ritter-sport.de/sortenkreation
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Are modern Marketers therefore merely
the string-puppets of their customers?
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Are modern Marketers therefore merely
the string-puppets of their customers?
Not at all. They are rather curators of ideas,
translators of features and providers of utility
to bond with their loyal customer-base.
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How can we help you?
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The L.U.S.T.-Principle / How can we help you?
Consumer
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The L.U.S.T.-Principle / How can we help you?
L.isten
Listen, ask and convers
with your potential
target audience
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The L.U.S.T.-Principle / How can we help you?
L.isten
Listen, ask and convers
with your potential
target audience
U.nderstand
their pain points, concerns
and desires and weigh
them in with your strategy
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The L.U.S.T.-Principle / How can we help you?
L.isten
Listen, ask and convers
with your potential
target audience
U.nderstand
their pain points, concerns
and desires and weigh
them in with your strategy
S.ystemize / Translate
what you know. In other words:
Start connecting the dots
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The L.U.S.T.-Principle / How can we help you?
L.isten
Listen, ask and convers
with your potential
target audience
U.nderstand
their pain points, concerns
and desires and weigh
them in with your strategy
S.ystemize / Translate
what you know. In other words:
Start connecting the dots
T.ell / Market
your co-created product and
start listening again so you
know where to iterate
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APPLYING THE
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Munich
2009
New York
'Big lights will inspire you'
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SUITCASE
You are running
out of these white
T-Shirts.
Press for more
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Search Feeling Lucky
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“white T-Shirt”
Search Feeling Lucky
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10.700.000
— Google results for: "white T-Shirt"
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Status Quo / Bulky, Unfitting & Cheap Rags.
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Status Quo / Bulky, Unfitting & Cheap Rags.
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Status Quo / Bulky, Unfitting & Cheap Rags.
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Status Quo / Bulky, Unfitting & Cheap Rags.
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Status Quo / Bulky, Unfitting & Cheap Rags.
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Customer Expectation / Well Fitted. Premium. T-Shirt.
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Marketing
(digital) Product Development
Fashion Sales
Fashion Design
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whytes
PERFECT WHITE T-SHIRT
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What does the perfect white
T-Shirt look like for you?
We put this simple question to 379 Fashion Enthusiasts, mostly
Bloggers, around the globe — and got pleeeenty of answers.
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What does the perfect white
T-Shirt look like for you?
Needs to be a
Slim Fit Style
Mid-length
Slim Cut Sleeves
Must not
Shrink at all
Needs to stay
white throughout
its Lifetime
Should be wearable
as Under- & Stand-
alone Shirt
Needs to be
super soft,
premium Fabric
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Well. Fitted. Premium.
Soft like a Feather.
Slim Fit Style.
Luxurious Fabric.
Handmade in Germany.
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150+ Fittings in Munich's
English Garden.
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It's not about the T-Shirt.
It's about the Story.
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Customers don't buy shoes from TOMS,
they buy a story.
— Blake Mycoskie, Founder of TOMS shoes
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» 379 Co-Creators around the World
» Handmade in Germany
» Own Sizes / Grading: 10 Sizes available per Style
» English Garden Munich: Measurement Promotion
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Iterate & Repeat.
The Perfectionizer.
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Is there a better job than
working as the well paid help
of your loyal customer
fan base?
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Looking for your dream Job? / Start helping your Customers
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Questions? / Touch base. Any time.
Thomas Escher
Co-Founder
www.whytes.co
[email protected]
@noprescher
Nadia Botzenhard
Co-Founder
www.whytes.co
[email protected]
@nadiaBotzi