“Nov. 9 (Bloomberg) — Kaenon Polarized’s unique premium shades are worn by pro athletes and celebrities, but mass-market audiences have remained elusive. Can retail guru Jay Margolis help brothers Darren and Steve Rosenberg grow “the best sunglasses you’ve never heard of” into a major player in the market? Tuesdays at 9PM ET/PT. Fridays at 9:30PM ET/PT. (Source: Bloomberg)”
via Bloomberg The Mentor: Kaenon Polarized – Video – Bloomberg.
I love this show and the video is on the link above. On this show I think the owners Darren and Steve really missed the opportunity here. They were so caught up in the fact that their glasses were better than the competition that they felt they didn’t need any gimmicks to try and sell them.
They thought product quality was enough to sell their glasses. Big mistake. I don’t care how good your product is, it doesn’t sell itself. Your competition can outsell a superior product with superior branding and marketing. If you have a superior product that is actually less important than if you have a better strategy to brand it and get your product into more buyer’s hands. Quality doesn’t speak for itself if it isn’t in the hands of the end user.
These guys came to a Mentor to get help and because they had their own ideas on how they should brand their product they didn’t really listen to the Mentor. They made a slightly different case for their glasses and patted each other on the back while making no brand message at all. This is an example of when an engineer makes a product and then fails to hire a marketing expert to sell it. These guys may make a great product but they should fire themselves from the branding side of their business and I bet it would grow…
Lesson: Know your strengths, and hire your weaknesses.. If I was their mentor I would have told them straight up that they needed to hire a marketing and brand strategist and stick to making good sunglasses. They are the reason their brand is not growing fast enough.
This week, we chose three startups that are helping to tailor content in a digital environment that has become over-saturated with information
via 3 New Ways to Connect With Content That Interests You.
Very good post, and besides the 3 startups it lists, they catch on a very powerful concept. Information management and display is a huge issue in an information age. It isn’t just building websites and apps that do this on a singular level. Designers can learn from this and add this to their projects they are working on.
This is the backbone of user interface, and I have said before that the future is about user interface. How we connect to information is measured every time a user accesses our site or product. How much static is in the line and how smoothly the interaction between technology and humans is will determine a large part of every projects success.
So as I explore the world of information and innovation, I bring with it a point of view and observations of an outsider…
First observation, the news sites and blogs on tech are vomited with ads and clutter. Most popular blogs are so busy I feel like a goat that was scared and might tip over. For technology experts you would think the basic concept of streamlined efficient user interface would be common sense.
Why not have a simple layout that delivers high quality information? That is what my vision for my blog is. Do we need flashing ads? Hell no! people who are smart enough to read about technology and innovation are too smart to be lured into an ad for some crap that is flashing in the sidebar. Do you really buy a Chevy because a banner ad? Let’s start with smarts.
If your information is a Ferrari you don’t need to try and monetize the blog with a flashing idiot ad. I expect more out of the top people in the tech world. Your information has a user interface and it is the layout of your blog or site. How is clutter working for Yahoo right now vs Google…. All this innovation and not the common sense to make a site that is as intelligent as the people reading it. Think about it..