IKEA is huge. You can, hypothetically, design your entire home and office in one day. And it’s hard to argue with IKEA’s numbers - the chain seems to keep growing (it’s a private company so how well it’s really doing is anyone’s guess).Still, it’ll take you four hours to walk through a maze-like path, where you might end up with a desk, a box of drinking glasses, and a rug. Three items. Maybe all you came for.

At Target, that’s a 10 minute trip. Walk right to your section, grab the product and hop on a line so short they validate your credit card while scanning your items. You dont long for Target to end, but you’re likely to wish that at IKEA.

Many businesses want their media experiances to be IKEA - everything you could ever want. What you should really offer is EXACTLY what you want RIGHT AWAY. Target does this. More importantly: customers leave happy so they return sooner.

Frequent re-visits are every website’s dream. Be Target.
Here’s the test for an enjoyable user experiance: How fast can I get to exactly what I came for?

The first thing we share with clients is that we don’t (just) design products, media or services: we design stories. These stories are then told through those mediums.

Why? Because stories spread. Society is built on stories - every individual and group has stories they pass along. If your customers spread your story, you dont have to pay to broadcast (not that anyone believes ads anymore).

Guy Kawasaki points us to “the best explanation of what makes an idea spread “, by Seth Godin:

http://blog.guykawasaki.com/

The world is a different place. Positioning is dying as consumers learn to spot the facade. Products must now provide real value, beyond the emotional.

“A Diamond is forever” was one of the greatest ad campaigns – you instantly associate it with DeBeers and their compressed coal. Amazing, especially when you consider DeBeers can’t do business in the USA (they’re considered a monopoly) and diamonds are linked with sub-Saharan civil wars, slavery, and worker abuse.

But now 75% of women think a diamond is just a rock. A diamond ring may still be a symbol of undying love, but a diamond necklace isn’t. Wouldn’t you rather get a present that makes your home look stylish, while entertaining you and your friends? What can a diamond necklace do for you? (more…)