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The Secret To Marketing
How To Make Things New...Yet Familiar
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How To Make Things New...Yet Familiar
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Humans are a conflicted group.
On the one hand, we love novelty.
—People skydive
—People take drugs
—People explore foreign lands
But on the other hand...
On the one hand, we love novelty.
—People skydive
—People take drugs
—People explore foreign lands
But on the other hand...
We are deeply resistant to change. We love the familiar.
—We rewatch shows and movies
—We eat the same thing repeatedly
—We live in the same place for years
And this makes sense evolutionarily...
—We rewatch shows and movies
—We eat the same thing repeatedly
—We live in the same place for years
And this makes sense evolutionarily...
20,000 years ago, haphazardly chasing novelty was a good way to die.
—Stray too far from the tribe and you& #39;re dead
—Experiment with too many new fruits and you& #39;re dead
—Try to domesticate the wrong animal and you& #39;re dead
—Stray too far from the tribe and you& #39;re dead
—Experiment with too many new fruits and you& #39;re dead
—Try to domesticate the wrong animal and you& #39;re dead
What does this mean for marketers?
It means that we must always balance competing forces: novelty and familiarity.
NO ONE is ready for something "entirely new." Truly new things are freakish and threatening.
It means that we must always balance competing forces: novelty and familiarity.
NO ONE is ready for something "entirely new." Truly new things are freakish and threatening.
The mind craves new things only when they connect to the familiar.
In fact, the best companies do this.
Let& #39;s take a look...
In fact, the best companies do this.
Let& #39;s take a look...
1: The Facebook
Before the internet, colleges issued actual facebooks to new students.
Facebook could have been called a digital social network. Except no one knew what a social network was in 2006.
By referencing the familiar, Facebook gained positioning in the mind.
Before the internet, colleges issued actual facebooks to new students.
Facebook could have been called a digital social network. Except no one knew what a social network was in 2006.
By referencing the familiar, Facebook gained positioning in the mind.
3: Apple& #39;s Skeumorphism
Skeuomorphism means design cues are taken from the physical world.
Steve Jobs realized that the iPhone was a groundbreaking innovation — almost too groundbreaking.
As a result, he pushed skeuomorphic design in the OS...
Skeuomorphism means design cues are taken from the physical world.
Steve Jobs realized that the iPhone was a groundbreaking innovation — almost too groundbreaking.
As a result, he pushed skeuomorphic design in the OS...
The leather seats in Jobs& #39; Gulfstream jet inspired iCal& #39;s faux-leather.
—Notes looked like a notepad
—iBooks looked like a bookshelf
—Contacts looked like a leather journal
Many designers hated this.
But Jobs knew people accept the New only when it& #39;s linked to the Familiar.
—Notes looked like a notepad
—iBooks looked like a bookshelf
—Contacts looked like a leather journal
Many designers hated this.
But Jobs knew people accept the New only when it& #39;s linked to the Familiar.
4: Artists
Musicians do this intuitively. They dress in surprising, edgy ways.
But it& #39;s still familiar *enough*
They wear clothes. It& #39;s just the clothes are different. They wear jewelry. It& #39;s just the jewelry is gaudy.
It& #39;s novel—but familiar.
Musicians do this intuitively. They dress in surprising, edgy ways.
But it& #39;s still familiar *enough*
They wear clothes. It& #39;s just the clothes are different. They wear jewelry. It& #39;s just the jewelry is gaudy.
It& #39;s novel—but familiar.
Conclusion:
We might claim we like new things.
But we only like new things if they remind us of something familiar.
This is why marketing anything means you need to research the market.
You need to understand what& #39;s familiar—so you can offer something novel.
We might claim we like new things.
But we only like new things if they remind us of something familiar.
This is why marketing anything means you need to research the market.
You need to understand what& #39;s familiar—so you can offer something novel.
That& #39;s all friends!
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