If you’re Johnny Cupcakes, you pour a lot of energy into your packaging. (From my upstairs office window, I got to watch the mailperson grab a box designed like an oven, smirk with curiosity, and then leave it at my door.)
And that’s just the outside of the box. Even more good design and intention goes into the packing material inside the box.
Now, if Johnny decided to eliminate the packaging or use the same ziplock style clear plastic bags that every clothing chain is using, he might as well just do the minimum packaging he needs to get product out the door. Mailpersons won’t look twice.
Or consider white glove service (HT to Seth Godin for the idea): the moment that continuing with a little smudge on a glove is okay, the company might as well just do the minimum and wear dirty gloves, or none at all.
Standing on the edge of a spectrum is risky – and sometimes it hurts – but it’s not as damaging to a brand as being somewhere in the middle. Every now and then a brand slips through the cracks and makes it big based on being average, but they don’t live long.
Standing for something doesn’t work. Moving on the max of it, sure does. It also lasts a very long time. (Looking at you Patagonia.)
Stay Positive & See You At The Extreme
Photo credit
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