If Moses Had GoPro

moses go pro

A disruptive technology being developed by great talents, with no killer application. Is it bad? Should the investors look for other alternatives?

Last week we celebrated the Passover holiday which commemorates the emancipation of the Israelites from slavery in ancient Egypt. The following picture (comics of the miracle of the Red Sea splitting) was posted by one of my friends on Facebook:

The next day I saw the picture I put in the headline, “Selfie with Moses”. We see this guy, several thousand years ago, holding a disruptive technology device in his hand, taking some selfie pictures with Moses… but what will he do with it? No Facebook to share with his friends and fans, he cannot tweet, and probably cannot store the pictures in the cloud, not to mention that there is even not a decent WiFi in the desert…

It immediately reminded me of my favorite strategic marketing topic. What is the value proposition of your product? What value does it bring to your customers? Who is your target customer anyway and why should he care at all?

In my favorite EMBA course at Kellogg-Recanati, a few years ago (Marketing Strategy, by Prof. Ashwin Joshi) we discussed several methodologies for value creation and communication.  Among them

  1. The voice of the customer – focusing on the un-met needs of the customer
  2. The voice of the product –focusing on how to develop new product ideas using your present product as a point of departure. (It’s a very effective methodology to generate new value when your product is commoditized).
  3. Blue Ocean Strategy –focusing on generating value for new customers and by this growing the market size.
  4. The Profit Model – focusing on generating value through optimizing the value chain

All the methodologies above, if used, result in a well defined value, and a clear identification of the customers and the use cases of the product. This happens already during the product definition phase which comes prior to the product development phase. These methodologies are relevant for both technology and non-technology companies.

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Dan Jackson 5 years ago Member's comment

Loved this post!