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| About Guy Kawasaki |
| Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Forbes.com. Previously, he was an Apple Fellow at Apple Computer, Inc. where he was one of the individuals responsible for the success of the Macintosh computer. Guy is the author of eight books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College. |
Recent Article:
If You Want Customers to Be Happy, Give Them Less Product Information
- For more on Guy Kawasaki visit www.guykawasaki.com
Here's a counter-intuitive thought: Shoppers with less information about a product are happier than those with more information. Researchers at the Tippie College of Business came to this conclusion after conducting a study in which people were asked their opinions of chocolate and hand lotion.
One group was given extensive information and the other much less. For each product, the group given less information was more optimistic about the product because it was easier to engage in wishful thinking. Perhaps if people are given more information, then it's harder to kid themselves.
I can see how this could be true: Would I want to know about the preservatives and animal by-products in chocolate or hand lotion? I don't think so. But there is something to be said for "romantic" information like the chocolate is from some exotic location (or that it adheres to the principles of free-trade).
But this study is thought provoking: When it comes to product information, more might not be more--especially when you have a crappy product
If You Want Customers to Be Happy Give Them Less Product Information - To learn more about this author, visit Guy Kawasaki's Website.
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
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