“I’ll believe it when I see it,” is an oft-repeated phrase in business. You learned long ago not to believe the hype. But when are marketers going to understand that hype works against them while case studies create converts?
Google Duplex: Another failed Wow?
Google Duplex was announced to the world earlier this week. The on-stage demonstration is highly compelling: an AI places a phone call, impersonates a human, and successfully negotiates scheduling an appointment with a real-life human. Wow.
Except, Google has wowed us before only to fail its delivery.
In 2017, Google’s Pixels Buds wow’d us with instant translation. Eight months later, the product seems more like a test run than anything truly functional. In 2012, Google Glass showed us a new way of looking at the world with the aid of augmented reality, only to be shutdown three years later.
The reason for the failure is simple: Google promoted a gimmick.
Fall in love with the problem, not the product
It’s said, “Fall in love with the problem, not the product.” The reason is simple: When you understand the problem, you design everything around solving it. Anyone with that problem immediately understands its value – and, once it’s in their hands, it’s even easier to prove it. You don’t waste effort trying to convince people it’s cool and you don’t generate dissatisfaction when it isn’t.
This is made clear when you consider Google’s limited relaunch of Google Glass with select partners. Each partnership focused in on select activities and developed solutions to meet those specific needs. The result is radically improve efficiencies that will force the rest of the market to adopt the technology sooner rather than later. This is the value of proven case studies over gimmick marketing.
How to cut through the hype
A huge take-away from the Google Glass story is that hype isn’t very useful, but that doesn’t mean the product itself isn’t useful. The difficulty you face in business is in discerning whether the product works for you. To find the answer can be extremely difficult, costly, and time-consuming.
That’s why we cut through the hype on behalf of our clients with real case studies.
We make it our responsibility to learn your workflows and investigate ways to improve them. We use our status as a technology provider to demo products and partner with designers to perform case studies. That way, we can cut through the hype and find what truly works best for our clients.
Sherwood Chamberlain helps businesses in the Legal, Construction, and Non-Profit industries to save time and scale for growth easily. If you’re looking to partner with a technology provider dedicated to making your vision a reality, we’d love to hear from you. Leave a comment, contact us, or send us an email at firstname.lastname@example.org.