What I Learned From a Vacuum

How often does someone want to buy a vacuum? It seems like just one of those things you do and then never do again until 20 years later when your vacuum finally dies.

Dyson makes me want to buy their products. I wonder, when I see their advertisements, if I'm the only one that feels that way. Certainly not, but actually wanting a vacuum is outside the realm of what people usually desire when it comes to material things. A new car, new iPod, new camera, sure. But a vacuum?

Perhaps its the fact that I'm already a satisfied owner and bummed out that I bought one so early that I'm missing out on the new features. They certainly handle their marketing well. They describe so clearly why their product is better; then they follow-through.

A few years ago my wife and I vacuumed our house (during some construction) with a shop vac thinking it would do the best job. We followed up with our Dyson and were astounded at what the supposedly powerful shop vac had missed.

alt textI recently received an email from Dyson about their new airmuscle and it got me thinking about how I need to improve. Dyson shows the process and explains in plain words their complex technology. I'm looking at that for some inspiration. Many clients avoid decision-making because of a lack of understanding. Technology is always increasing its pace in involvement in our lives and businesses, but understanding of it isn't... at least not for all.

Whenever I speak with someone about our work and how we might help, I first try to help them understand. Because even if I win your business, if you don't walk away with a better understanding then you've lost something.

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