Let's make people want it (another view)
In Let's make people want it , we commented on the table saw that won't cut fingers. But my friend Tim pointed out that I missed the buying and using criteria aspect. He writes,
He's focusing on the table saw user persona, who really don't want their fingers cut off. While this is good, he's ignoring that he has to market to the manufacturer's buyer persona for his invention in order to be truly successful. He's created more problems than benefits for the manufacturer persona. They see additional costs that need to be offset and he isn't taking that into account.
Right or wrong, the manufacturer persona does not have the problem that he is fixing. They are not held responsible for their customers injuries due to the policy of acceptable risk. Their customers still need to buy table saws to cut wood even if they do occasionally get their fingers cut off.
Tim's so right: how often does a product fail because we neglect to identify all the personas in the value-chain? Sure, one type of persona may want it but we also have to get it from here to there, which means we have to identify--and market to--all the buyers along the way.
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