My Brain hurts - Wunderman books
My Brain hurts - Wunderman books
My Brain hurts - Wunderman books
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picture quality; she endorsed its<br />
minimalist lines and space-saving<br />
ability.<br />
And they repeated their sell to every<br />
visitor to their home.<br />
• By 2005, the world was sold on flat<br />
panel TVs. Mr Average was inviting<br />
his friends round to watch football on<br />
it, and extolling its virtues to them.<br />
Compare that with DVRs over the<br />
period:<br />
• In 2004, the first TiVo and Sky+<br />
owners were amazed by their devices, and found<br />
themselves suddenly no longer watching live<br />
television.<br />
• They tried to communicate their experience to their<br />
friends, but couldn’t. Their friends just thought they<br />
had a digital version of a normal video player.<br />
• In 2005, DVRs had become more mainstream. But<br />
again, owners struggled to rave about them to their<br />
friends. ‘It lets you pause live TV.’ was the best they<br />
could do. ‘How often do I want to pause live TV?’<br />
came the reply.<br />
Today, in 2006, DVR owners continue to struggle to<br />
articulate what the DVR has done for them - despite the<br />
fact that they have moved into a completely new world<br />
of on-demand television.<br />
The flat panel TV succeeded rapidly because consumers<br />
found it easy to infect their friends with the need for one,<br />
At airports, retailers, and<br />
nightclubs plasma<br />
screens are spreading<br />
like wildfire.<br />
The DVR is growing much more slowly because no one<br />
can express quite why it’s so good.<br />
So<br />
If you want the world to accept your device quickly,<br />
concentrate on making it more infectious:<br />
• The iPod spread fast because even if you put yours<br />
inside your jacket pocket, your white headphones<br />
were still visible to everyone around you. Other MP3<br />
player manufacturers need to think up a similar<br />
mechanic.<br />
• It was the ‘my friends are’ section of the homepage<br />
that made <strong>My</strong>Space spread like wildfire through<br />
schools and colleges. Everyone went out and asked<br />
their friends to sign up and link to their page,<br />
because otherwise it would be obvious that they<br />
were simply not popular.<br />
• The Blackberry spread fast because every email it<br />
sent included ‘sent from my wireless BlackBerry<br />
handheld’ by default. Why don’t other<br />
communications systems brand their output?<br />
Photography only took off when<br />
people learned to ask their audience<br />
to pose and say cheese.<br />
36 WUNDERMAN<br />
MY BRAIN HURTS 37
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