14.30_Mukul_RINGCENTRAL_-_OWN_PC.pdf

Transcript

1. Dieter Rams' 10 Commandments of Design
   applied to Product Marketing
   Mukul Sheopory
   PMM Summit London
   

   View Slide

2. Table of Contents
   ● Who is Dieter Rams?
   ● What is Product Marketing?
   ● What do they have to do with each other?
   

   View Slide

3. Who is Dieter Rams?
   

   View Slide

4. Who is Dieter Rams?
   

   View Slide

5. Foreword (1/3):
   “When I was a young boy growing up in London, my parents
   bought a wonderful juicer... I Knew nothing about Dieter Rams or
   his ten principles of good design. But to a little boy uninterested
   in juicing, I remember the Citromatic he and his team designed for
   Braun with shocking clarity. “
   

   View Slide

6. Foreword (2/3):
   “It was white. It felt cold and heavy. The surfaces were without
   apology, bold, pure, perfectly-proportioned, coherent and
   effortless. There was an honest connection between its blemish-
   free surfaces and the materials from which they were made. It
   was clearly made from the best materials, not the cheapest. No
   part appeared to be either hidden or celebrated, just perfectly
   considered and completely appropriate in the hierarchy of the
   product's details and features.”
   

   View Slide

7. Foreword (3/3):
   “At a glance, you knew exactly what it was and exactly how to use
   it. It was the essence of juicing made material: a static object that
   perfectly described the process by which it worked. It felt
   complete and it felt right. While my memories are, of course, in
   the past tense, the product remains all these things. I was
   completely enchanted with it then, and I now find, with surprise,
   that this object resonated so deeply with me that nearly forty
   years on I remember my sense of it with startling clarity...”
   

   View Slide

8. Imitation = Flattery?
   

   View Slide

9. Imitation = Flattery?
   

   View Slide

10. Imitation = Flattery?
    

    View Slide

11. Imitation = Flattery?
    

    View Slide

12. Dieter Rams is...
    ● A German architect
    ● Stumbled into industrial design
    ● Career spanned 1950s-1990s
    ● Developed over 500 products
    ● At the core of Braun’s renaissance
    ● Inspired generations of designers
    

    View Slide

13. What is Product Marketing?
    

    View Slide

14. Product Marketing is NOT just...
    ● A marketing function responsible for sending out feature release updates
    ● A team working on product positioning
    ● A department analyzing competitive products
    

    View Slide

15. A Good Product Marketer:
    

    View Slide

16. At the Core
    A deep understanding of the
    Customer
    

    View Slide

17. Dieter Rams : Product Marketing??
    

    View Slide

18. Dieter Rams’ 10 Principles of Design
    Developed a half a century ago.
    Came to be regarded as
    “10 Commandments of Design.”
    

    View Slide

19. Good Design...
    1 Is innovative
    2 Makes a product useful
    3 Is aesthetic
    4 Makes a product understandable
    5 Is unobtrusive
    6 Is honest
    7 Is long-lasting
    8 Is thorough, down to the last detail
    9 Is environmentally friendly
    10 Is as little design as possible
    

    View Slide

20. Good Product Marketing...
    Makes a product
    understandable
    It clarifies the product’s structure.
    Better still, it can make the product talk.
    At best, it is self-explanatory....
    1
    

    View Slide

21. Good Product Marketing makes a product understandable...
    

    View Slide

22. Another Great Example
    Dollar Shave Club
    

    View Slide

23. Case Study
    iWatch vs. Monday.com
    

    View Slide

24. Good Product Marketing...
    Is honest
    It does not make a product more innovative, powerful or valuable than it really is.
    It does not attempt to manipulate the consumer with promises that cannot be kept.....
    2
    

    View Slide

25. The Slippery Slope
    Nudges
    Emotional Manipulation
    False Advertising
    

    View Slide

26. The “Mom” Test
    

    View Slide

27. Good Product Marketing...
    Is thorough down to the last detail
    Nothing must be arbitrary or left to chance.
    Care and accuracy in the design process show respect towards the user.
    3
    

    View Slide

28. Good Product Marketing is thorough down to the last detail...
    Case Study
    The Warby Parker experience,
    all the way through the
    lifecycle
    

    View Slide

29. Good Product Marketing...
    Is Innovative
    The possibilities for innovation are not, by any means, exhausted.
    Technological development is always offering new opportunities for innovative design.
    But innovative design product marketing always develops in tandem with innovative technology, and can never be
    an end in itself..
    4
    

    View Slide

30. Good Product Marketing is innovative
    Case Study
    YETI grew from $9M to $450M in six years with a product
    priced 10X higher
    They used Addressable TV and Social Media to customize the
    product benefits for hunters, fishermen, and other outdoor
    enthusiasts.
    

    View Slide

31. Good Product Marketing ...
    Is as little design marketing as possible
    “Weniger aber besser” - Less, but better.
    Because it concentrates on the essential aspects, and the products are marketing is not burdened with non-
    essentials.
    Back to purity, back to simplicity...
    5
    

    View Slide

32. Good Product Marketing is as little marketing as possible
    Case Study
    Social psychologist Sheena Iyengar discovered an
    interesting relationship between:
    ● Amount of choice offered
    ● # of shoppers stopping to try
    ● # of shoppers purchasing
    

    View Slide

33. 4 Techniques for simplifying choice
    CUT: Reduce choice
    CONCRETIZE: Make the benefit real
    CATEGORIZE: Group similar choices together
    CONDITION: Go from simple to complex choices
    

    View Slide

34. Back to Dieter...
    About 50 years ago, he was trying to
    answer the simple question -
    “Is my design good?”
    

    View Slide

35. Jony Ive’s Foreword (1/3):
    “When I was a young boy growing up in London, my parents
    bought a wonderful juicer... I Knew nothing about Dieter Rams or
    his ten principles of good design. But to a little boy uninterested
    in juicing, I remember the Citromatic he and his team designed for
    Braun with shocking clarity. “
    

    View Slide

36. Foreword (2/3):
    “It was white. It felt cold and heavy. The surfaces were without
    apology, bold, pure, perfectly-proportioned, coherent and
    effortless. There was an honest connection between its blemish-
    free surfaces and the materials from which they were made. It
    was clearly made from the best materials, not the cheapest. No
    part appeared to be either hidden or celebrated, just perfectly
    considered and completely appropriate in the hierarchy of the
    product's details and features.”
    

    View Slide

37. Jony Ive’s Foreword (3/3):
    “At a glance, you knew exactly what it was and exactly how to use
    it. It was the essence of juicing made material: a static object that
    perfectly described the process by which it worked. It felt
    complete and it felt right. While my memories are, of course, in
    the past tense, the product remains all these things. I was
    completely enchanted with it then, and I now find, with surprise,
    that this object resonated so deeply with me that nearly forty
    years on I remember my sense of it with startling clarity...”
    

    View Slide

38. Good Product Marketing:
    1 Makes a product useful
    3 Is thorough, down to the last detail
    * Is rooted in a deep understanding of, and empathy for the customer
    2 Is honest
    4 Is innovative
    5 Is as little marketing as possible
    

    View Slide

39. Thank you.
    www.linkedin.com/in/mukulsheopory
    

    View Slide