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| About Seth Godin |
| Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list. |
Recent Article:
I'm just not that kind of person...
- For more on Seth Godin visit www.sethgodin.com
Craig writes in with a story about a Dyson vacuum:
I have a question for you about buying decisions.
A while back I upgraded my Dyson vacuum cleaner when I got a great deal on the latest model. I had been using my old one for about 5 years or so but it was still in perfect working order. I had even replaced a couple of attachments for it via the Dyson website.
I gave my old Dyson to a friend. She had never used a Dyson before and she loved it. So much so that the very next day her own vacuum cleaner was put outside ready for the refuge collection!
But here’s the thing: a few months later the Dyson I gave her stopped working (not sure why, that thing was indestructible) so she decided to buy a new vacuum. Even though the vacuum I gave her was the best she had ever used, she didn’t buy a Dyson.
I was amazed how someone could love a product so much but replace it with an inferior product. I don’t think it was about cost because I told her where she could get an excellent deal on a new Dyson.
This just doesn’t make sense to me so I thought I’d ask if you had any thoughts as to why this happens?
My take: Craig’s friend didn’t see herself as the kind of person who would buy a Dyson. Sure, she might use one, especially if it was free. But buying a weird, fancy-looking vacuum is an act of self-expression as much as it’s a way to clean your floors. And the act of buying one didn’t match the way his friend saw herself.
So many of the products and services we use are now about our identity. Many small businesses, for example, won’t hire a coach or a consultant because, “that’s not the kind of organization we are.” Wineries understand that the pricing of a bottle of wine is more important than its label or the wine inside. The price is the first thing that most people consider when they order or shop for wine. Not because of perceived value, but because of identity.
Im just not that kind of person - To learn more about this author, visit Seth Godin's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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