When Skyfall, the latest James Bond movie hit the theaters, I was first in line to watch it.
There was a scene where Bond receives a very sensual shave with a straight edge razor from an attractive woman.
The process looked very meditative and I wanted to try it for myself.
I went to a store to buy a straight edge razor, but was advised to start with a “safety razor” (see picture below). This was the kind of razor my father used years ago.
I got the razor, the brush, the special shaving cream, the special oil, and a bunch of double edge blades.
I was excited to try it for the first time.
I filled the sink with water. I soaked the brush. After applying some shaving oil, I lathered my face with the cream and got it to nice, rich froth.
So far so good.
I held the razor in my hand and slowly started to shave. It felt great. Slowly. I paid close attention to every stroke. The sound of the whiskers being sliced off by a thin piece of metal was indeed meditative.
That is, until I started to shave my chin and neck. The meditative experience turned into one of bloodshed. One nick followed by a cut, and a gash. Soon every inch of my face was dripping blood. (sorry for the mental image)
I always wondered why in the old days, guys would cover their faces with small pieces of toilet paper to stop the blood. Now I understood.
I have been using a Gillette Fusion razor since they were first introduced in 2006. Since using the Fusion, I have not cut myself once. Ever. No matter how fast or recklessly I would shave.
Products (and product lines) improve over time. Consumers gets acclimated to each improvement. As a result they don’t see how much better things are today than they were in the distant past.
Before the Fusion I used a Mach 3, and before that a Trac II. Each offered improvements with fewer abrasions, nicks and cuts.
Only when I went “old school” did I really appreciate how great the technology is today. Every time I use my Fusion, I appreciate it so much more than I ever did.
Before I was a customer. Now I am a fan.
Here’s the question for you: How can you get your customers to appreciate how great your product is today compared to…
- the way your product used to be
- the current (or past) products of competitors
- life before the product line even existed
If you can find a way of creating the “gap” between today’s product and the past/competitor options, you can create fans for your products.
P.S. I was not paid in any way to endorse Gillette’s products. I have been using their products since I started to shave.