by   |    |  Estimated reading time: 2 minutes  |  in Creativity & Innovation   |  tagged ,


Can you think of a more boring and standardized product than a scale? A scale is committed to do one simple task – to measure your weight – and it’s probably the quickest way to ruin a perfect morning!

As a marketer you have a few parameters to differentiate your product against the competition. Some people might prefer a scale with a digital display and some prefer a retro analog style. Some people might want a black scale and someone else wants one in a strong and personal color – maybe purple. But does it really stop here?

By thinking and acting more innovatively you can move your product through different “layers” where your end-customers can utilize and share product data generated over time;

  1. Product data layer where product data is captured and stored as the product is in operation.
  2. Extended service data layer facilities for different stakeholders in the customer eco-system to access and use the data.
  3. Organic data layer (social network) where you give up the control of the product so it can appear in any context where the product might be relevant. And trying to let the product or product data be used and discussed as much as possible in any relevant context.
  4. Broadcast data layer which means to take it through the traditional commercial channels.

In the below presentation Martin Deinhoff will take you through the process step-by-step of how you can move a standard product (a scale) through the different layers to finally reach the organic data layer (social network). Think of your own products and how you can deploy these different layers to give extra value to your customers and stakeholders.

Martin’s presentation reminded me that during product development you must not forget how product data generated over time can be used and shared, as part of your product strategy. Because, if you can facilitate for the user to get access and share product data through your network, it will bring so much extra value to the product investment over time.

But I better let Martin explain all of this to you. Enjoy!

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