“The next circle in easily overlooked. This is the act of changing what surrounds the actual product or service, adding enough usability and support and atmosphere that the perception of the product itself changes. Zappos did this for shoes. Ikea almost willfully goes in the other direction with its furniture assembly and delivery approach. When you go to an expensive restaurant, you’re buying far more than what the chef cooked. Products and services are only commodities if you treat them that way.
“And the innermost circle is the product or service itself. When the thing you sell has communication built in, when it is remarkable and worth talking about, when it changes the game—marketing seems a lot easier. Of course, that’s because you did the marketing when you invented the thing, saving you the expense and trouble of yelling about it.”
- Seth’s Blog: The circles of marketing