In a post on Mindtribe, a comment was made that simply blew me away.
If you have an iPhone…pick it up and turn it to the back. Read what it says.
I’ve looked at the back of my iPhone a gazillion times…saw this…never THOUGHT about it.
It reads: “Designed by Apple in California. Assembled in China.”
Now, to be congruent, it SHOULD read either, “Designed by Apple in USA. Assembled in China” — or — “Designed by Apple in California. Assembled in Guangdong.” (The province where the city of Shenzhen is located…home to the Apple facility responsible for assembling, packing, and shipping the iPhone.)
Yet…it doesn’t. Why?
We have a perception that the hippest, coolest, most cutting-edge design comes from California. So, Apple would rather project to us the awesome communication device we hold in our hand was created, as the Mindtribe blog suggests, where “we have attracted a startlingly disproportionate number of the world’s best industrial design and product development (ID/PD) people to our little pocket of shoreline. Perhaps history will recognize this West Coast Design community as more influential than the mass media or academic institutions appear to notice.”
Earlier in my career when my book, “ALL Business is Show Business” had just been released, I received pushback because…even though I was a syndicated movie reviewer broadcast in almost 100 markets…I shouldn’t write a book about “show business” and live in Indiana.
Later, when I moved to California — because my wife had accepted a job there — my business increased…in part, because there was now congruency in the image I was projecting.
Remember the classic Pace picante commercial — it informed us Pace is made in San Antonio…while the competitor’s sauce is made in New York City! When we think of salsa, we don’t think of Manhattan! The disconnection made us begin to think more highly of Pace’s product.
Maybe it’s time to take a moment to reconsider the image YOU are projecting to the market. I’m going to do the same…
Are we congruent?
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http://ebooktest.wordpress.com Mike Cane
>>>I shouldn’t write a book about “show business” and live in Indiana.
Hmmm… “I live in California, but I’m exiled to Indiana.” That work?
I can’t remember now if I had the same reaction over the debut of “Siskel and Ebert” (originally called At The Movies, I think)? After all, they wrote and lived in Chicago!
Two other things about locations:
1) “Rice-a-Roni: The San Francisco Treat.” Of course all of us have grown up now and all wonder just what *that* means!
2) The Jackie Gleason Show — from Miami Beach. Miami was always exotic — and Miami Vice cashed in on that too.
What image are you projecting?
February 22, 2010 · 1 comment
In a post on Mindtribe, a comment was made that simply blew me away.
If you have an iPhone…pick it up and turn it to the back. Read what it says.
I’ve looked at the back of my iPhone a gazillion times…saw this…never THOUGHT about it.
It reads: “Designed by Apple in California. Assembled in China.”
Now, to be congruent, it SHOULD read either, “Designed by Apple in USA. Assembled in China” — or — “Designed by Apple in California. Assembled in Guangdong.” (The province where the city of Shenzhen is located…home to the Apple facility responsible for assembling, packing, and shipping the iPhone.)
We have a perception that the hippest, coolest, most cutting-edge design comes from California. So, Apple would rather project to us the awesome communication device we hold in our hand was created, as the Mindtribe blog suggests, where “we have attracted a startlingly disproportionate number of the world’s best industrial design and product development (ID/PD) people to our little pocket of shoreline. Perhaps history will recognize this West Coast Design community as more influential than the mass media or academic institutions appear to notice.”
Earlier in my career when my book, “ALL Business is Show Business” had just been released, I received pushback because…even though I was a syndicated movie reviewer broadcast in almost 100 markets…I shouldn’t write a book about “show business” and live in Indiana.
Later, when I moved to California — because my wife had accepted a job there — my business increased…in part, because there was now congruency in the image I was projecting.
Remember the classic Pace picante commercial — it informed us Pace is made in San Antonio…while the competitor’s sauce is made in New York City! When we think of salsa, we don’t think of Manhattan! The disconnection made us begin to think more highly of Pace’s product.
Are we congruent?