creating Jobs ...

A hype hype hype hype world

by Peggy Aycinena

The Apple/Steve Jobs Extravaganza got so much coverage leading up to, during, and following their January 27th announcement in San Franciso regarding the iPad, the whole event began to take on the trappings of real news.

For pity sakes, the iPad was the lead story on all of the national news! But why? It was just a product release.

Well, you know and I know the answer to that one. Itís because somehow Apple has nurtured a love affair between its product line and the National Press that is nothing short of irrational. But then, love is always irrational. Thatís why itís love. It's not rational.

So, back here in the Shire where the Little Industry that Could continues to cry out for attention, is it possible to step up to the Tree of Knowledge, take a bite from the Apple, and learn something about injecting emotion into the customer base? Something akin to love?

After all, it's not like there aren't other emotions running wild through the Shire -- things like boredom, despair, cynicism, and self-pity. There's also hubris, arrogance, vengefulness and pride. And of course, there are the perennial favorites -- pettiness, anger, and hate.

Hmm. That's a good list, a full complement of emotions. There's just no love on the list, and it's love that gets Apple on the national news.

So, wake up EDA. Look beyond the Shire and figure out how to get a piece of the action. It's a hype, hype, hype, hype world. You already know that, so figure out how to accentuate the positive, deccentuate the negative, and create some feel-good buzz that will make others feel the love.

What are you waiting for? An economic recovery?

January 28, 2010


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