What makes a Creative great isn't the ability of good craftsmanship alone (a misfortune for many of today's designers), but the skill to create a new idea inside of your prospect's mind. Manipulating as that might sound, it's not. Why? ... Because you can't create an idea if you don't care for the prospect's values and principles in life. If overlooking these, you'll go as far as being another designer standing in an everlasting line of competitors who're doing the same thing you're doing. Getting stuck in a market that rejects your work.
We all have ideas. Some good and some of no use. However, having an idea no other person has yet thought of, can bring a powerful feeling and you just might get anxious to create a cool design never seen before. Notwithstanding, this is where the fairytale ends. Human behavior stand that it is images which make peoples' purchasing urge to expand, and not just a plain new (even if it's cool) design. Far too often is the importance of marketing forgotten, even when the designer knows its significance for a product's survival. The marketing and the actual making of a design are not two separate processes, but the same inside two different dimensions of creative work. One leads to the other, they can not be exist alone in a tough economy where peoples' demands are in search of being fed inside a market of endless suppliers.
One Magic Word
By studying the movement of a market you’ll realize the magic that goes into one particular word. The meaning of this word is the building blocks that leads to images in our heads. If you’ve taken marketing seriously, you’ll probably understand that this particular word is value.
When your goal is to create an inelastic demand (sustainable demand) for a product, it’s first your prospect’s value system you must dig deep into. What the prospect sees as value is actually more appropriately called “perceived” value. For instance, when a certain person wears Nike, that person will feel more victorious, or when drinking Pepsi one will perceive oneself as more involved in the youthful pop-culture. If you can offer a product that is perceived as more valuable than other products, it will be worth the price you want in exchange for your good. It is within the values of an individual that you will discover his/her true needs and demands: and then enter upon creating a product that brings high revenue.
Needs are a global phenomena (like the need for food and shelter), however the wants vary on cultural and economic positions in various nations. What is valuable in China today, might not be demanded in Burundi, hence once again knowing your target audience to the core is essential. Your prospect has simple needs but his/her wants are close to uncountable and the choices to satisfy these wants are even more spread. Thus, it becomes obvious that the designer who understands his/her customers most thoroughly will grasp their curiosity (and willing to exchange money) most effectively.
Analyzing a market for the values of an individual is a continuous process, but the values are most often the same. It's a market's movement/trends of goods that will keep your customer in demand for further innovation to help make him/her feel closer to his/her values.
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