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Washing Powder

Colin Campbell
by Colin Campbell on 19/09/18 18:00
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It’s a double edge sword is washing powder.

On the one hand, pretty much everybody uses it, in one form or another, but on the other hand the market is saturated and the product is pretty good.

So, if I was walking around a supermarket down the washing powder aisle it would be hard to catch my attention with a product that would wash even better than the one I’ve already got.

It seems to wash clothes pretty well, I don’t see a problem with what I’ve got so why would I spend more money on a better product that fixes a problem that I don’t have?

There is a life lesson to learn.

If you’re selling something to someone it has to be better than what they already have. What you’re offering has to be better and offer more value than they are already getting.

You see this with product launches in every industry, but particularly in my industry.

A new material, a new product, a new technique.

Much of what we do in our practice is pretty well tested and high in success, so it’s hard to see how shoe horning a new product or procedure in is going to markedly increase what we do.

But the industry loves a shiny bright object because it can charge more, shout more and sell more (at least in the short term).

Longevity is a difficult thing to market because it doesn’t appeal to the fundamental basic instincts of the animal inside us, but longevity is key and is the counter intuitive major ingredient for success; especially in a business like ours.

I fall into this trap time and time again, but it’s no longer good enough that it’s just new, there are plenty of new things. It’s much more important that it’s good.

P.s Look out for patent protection. The companies just change the products over and over again so that they can re-protect it for the next 25 years. Once you understand the concept of this, it’s everywhere and not just in washing powder.

 

Blog post number: 1769

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Colin Campbell
Written by Colin Campbell
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