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September 03, 2007


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It's amazing how many organizations get steps one and two backwards, effectively rendering step three all but impossible to do well.

Great example of a group doing it right.

Brian Joseph Anderson

If products are designed in a vacuum, and many are, then the corporate culture of the designer needs revamping. My reason for saying so? I worked in many big companies where worship of the status quo was of paramount importance. Those who raised troublesome, so-called ‘devil's advocate’ questions, as a means of testing an idea, were viewed as disloyal and often openly criticized.

The fact that GoPro refrained from uttering "egotistical statements, mission statements, etc." indicates that they understand how to market to the post-modern consumer whose message to us is simple: "Be nice, be honest, show me how this helps me and allow me to share my experience with other like-minded souls." A refreshing story all around.

Donna St. Jean Conti, APR

David, you are singing my tune with this post about case studies. I've been writing them for nearly two decades and even published a couple articles last year touting their usefulness (Ex: OC Metro, 08/03/06, www.ocmetro.com). It's GREAT to see a sort of resurgence of case studies – like those by GoPro – on web sites and blogs. Many products are developed to solve a problem; it’s that “necessity is the mother of invention” idea. It’s just that too many product developers get hung up talking about the features instead of telling how they are of benefit. Define a problem. Describe how the solution solves the problem. Show return on investment. It’s that easy to help people find what they need (and develop qualified leads/sales in the process).

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