An inconsistent product
28 July 2010
The title is from my money quote out of this video I’ve just seen about two brothers that are in the business of doing incredible chocolate. Look for yourself.
The Mast Brothers from The Scout on Vimeo.
The whole line was: “ … we’re looking for an inconsistent product.”
It might be one of those quotes that seem only remarkable for somebody who is soon starting his own business, but I think it captures in a great way the idea of how we want our products to be. Maybe not all of them, but in some cases that’s the truth.
This inconsistency in a product is pretty expensive and not everybody can afford it. Big companies want always to release the best, non-individual product. They don’t like to say it, but fact is that it’s cheaper and they can earn more per unit or whatever it’s that they’re selling. Fact is, it’s hard for them to create mainstream, inconsistent products.
Agencies, the ones who are actually selling consulting, are trying to create products. Why? Because they can spent less time per client, if they have stuff they just can sell. Press releases, Social Media Press Releases and how much does a website actually cost? The reason here is the same as everywhere: costs. Big agencies always lack personal. They don’t usually hire so that they’re prepared to take on a big client, but let the already over worked crew do the pitching, get the money into the house and then start hiring. Which makes it even harder for the project team to concentrate on the deadlines, because they now not only need to do the job, bu also hire somebody and get them up to speed on what is going on.
This might not come as a surprise: it’s not working very well.
And especially in a consulting business is a standardized product a somewhat ridiculous idea. Sure, one can define the standard press release, but try to define a website or a blog or how somebody should launch their Facebook presence. Those things need a close relationship to the client and an inconsistent product that is completely and utterly created for the client in question.
That’s where I see my future. I want to do inconsistent stuff and I don’t want to built a company around a bunch of template products that are supposedly help me get as many clients as possible.
Let’s see how that will work out.