Exactly as the value chain of human activities goes from manual work to intellectual work (processing) to emotional work, so does the value chain of products.
Successful products today are those that bring us to develop an emotional attachment. Product differentiation based only on performance is boring. That is, unless the possession of a highly powered shiny item makes us feel the emotion of ego’s satisfaction!
So why is the iPhone so successful, and at the same time so highly priced? Because it provokes a deep emotional attachment to its content through music and other features, because it is the do-it-all solution solver. The phone on the right does not generate any emotional attachment. It is a commodity. We just want the cheapest.
If you want your product to be successful, there is only one way: create an emotional attachment. When do you review your current products, or what you are doing in the office, in that light?
