1. Design is too important to outsource and therefore is moving in-house.No doubt, every company needs good design to compete. Good design is a baseline, and without good design you can’t even play. Good design has become core to good business. Since it’s a core asset, it’s too important to outsource. Companies want to “own” their design and design capabilities, and large and small are bringing design in-house by the thousands. For example, GE and IBM have each announced they are in the process of hiring 1,000 UX designers per company, and Apple is rumored to be hiring hundreds of car designers. If you want to see a companies real strategic intent, just look at who they are hiring…
Your website is the central hub of the digital presence of your company, yet many companies delegate web design to the marketing department, expecting a small, highly specialized group to present the collective capital of the company in a compelling and actionable way.
Without involving other groups, your website will likely be a beautiful interface that doesn’t work for your sales department, fails to deliver the right message or makes it harder for your audience to pass through your sales funnel and offers.
The best business ideas should have aspects of all three of these traits: Oxygen, Aspirin, & Jewelry.
- Oxygen refers to products or services with inelastic demand: Food. Clothes. Funeral Services. Certain utilities. Entities humans can’t live without. Here’s the kicker: Oxygen can also refer to something businesses can’t live without since businesses are often going to be your target customers. Oxygen in a B-to-B sense would include e-mail and other software platforms like Salesforce.com which are the lifeblood of many organizations.
- Aspirin refers to products that ease pain for businesses or consumers but, ultimately, are not essential for survival. An example, hard though it might be to swallow, is coffee. It feels like oxygen, yes, but in point of fact consumers can live without it. You’re not going to die.
- Jewelry refers to products or services that are strictly luxuries. Think of desserts, movies, video games or other sedentary, recreational activities. You don’t need them. Yes, they’re addictive, but they’re not vital. Nor does their ability to ease pain compare to that of coffee or, well, aspirin.
You’re probably thinking: Isn’t it debatable whether a given product or service is oxygen, aspirin or jewelry? Isn’t it possible that certain items fall into all three categories?
Yes. And that’s when you know you’ve got a great startup idea.
No matter how big the screen or how effective the software, web browsing on your smartphone just doesn’t match the ease of browsing on a computer. It’s never going to be perfect, but it can be a lot better. Here’s how to make browsing on your smartphone suck less.