What Product Marketing Can Learn From a Cassette Player

In the realm of product marketing, there are three fundamental attributes that serve as the cornerstone of success. Understanding these attributes is paramount for any brand striving to make a lasting impact in the market.

Table Stakes: Ensuring Reliability Imagine purchasing a carton of milk only to find it leaking every time you use it. No matter how many additional features or benefits the product offers, its fundamental failure undermines everything else. Table stakes represent the non-negotiable aspects of a product - the bare minimum that must be met for it to even be considered. In the case of the milk carton, it must not leak. Period. Anything less renders the product useless, no matter its other attributes.
Performance Attributes: Delivering on Expectations Once the basic requirements are met, performance attributes come into play. These are the features and functionalities that directly impact the product's primary purpose. In the case of the milk, it's the taste, shelf life, and overall quality. Improving performance attributes often yields a linear return - the better the product performs its intended function, the more satisfied the customer.
Delight Attributes: Exceeding Expectations Beyond meeting expectations lies the realm of delight attributes. These are the unexpected surprises that elevate the customer experience to new heights. While not essential to the core function of the product, delight attributes leave a lasting impression and create an emotional connection with the brand, and can often yield exponential returns in customer loyalty and advocacy.

Another example. Remember cassette players back in the day. Their most important product characteristic...the smooth, silent eject button.

In an era when cassette players reigned supreme, the simple act of ejecting a cassette became a defining moment in the user experience. The effortless glide of the cassette as it gracefully emerged from the player was a delight to behold. It was a small detail, but one that made a significant impact on the overall perception of the product. While functionally irrelevant and equivalent to a basic snap out mechanism, the addition of this feature adds a touch of elegance and sophistication that delights the user.

Investing in user delights is where great product marketing will shine.

This emphasis on delight is what sets exceptional brands apart from their competitors. It's about going beyond meeting basic expectations and instead focusing on those unexpected moments of joy that leave a lasting impression. Just as the smooth eject mechanism elevated a cassette player from good to great, so too can these moments of delight elevate a brand in the eyes of its customers.

In essence, product marketing is about more than just meeting basic requirements; it's about exceeding expectations and creating memorable experiences.

By understanding and leveraging the three key attributes - table stakes, performance attributes, and delight attributes - brands can unlock new opportunities for growth and differentiation in the market.