Seth Godin points out that inconsistency in human behavior is a factor that must be considered in marketing. It is also an important factor for designers and innovators.
The nuances that define individual choices and allow us to rationalize our personal inconsistencies also define opportunities for product and service differentiation. Understanding the customer goals that drive these nuanced variations in customer posture can lead to the identification of new market segments. Embrace and respond constructively to your clients' inconsistencies.
That's one of the simplest equations concerning innovation opportunities I've ever read. To my mind it's as true as simple!
But I'd say that you can expand this idea to other areas than human behavior (e.g. expectations, environment, ..).
Posted by: maz | June 14, 2007 at 10:50 AM