03/16/2011
Are You Evocative?
Imagination is one of our most powerful tools. What we can imagine, we become.
Robin Wall Kimmerer, Braiding Sweetgrass
Fifteen years ago I was really inspired by a book by Guy Kawasaki entitled, How to Drive the Competition Crazy. So when I ran across another book by him, Rules for Revolutionaries (New York: HarperCollins, 1999), I read it with high interest. One section I liked referred to the attributes of great products and ended with "evocative." Here is his explanation:
"A great product or service catalyzes strong feelings: People either love it or hate it, and there are few people in between. Great products are emotive for two reasons:
- They enhance people's lives. They make people feel more creative, productive, and happy. Thus an emotional bond develops between great products or services and people.
- They threaten some people's comfort level. An innovative, superior product or service often causes turbulence in the status quo of people's thinking...
"That doesn't mean that when people hate your product or service, you've got a winner. And, it doesn't mean that you should design a product or service that people will hate. But you should strive to create something that some people will love rather than something that everyone will merely like."
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