Tag Archives: launch

The Perfect Product Launch. An Interview with The Cleverbot.

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On 06.02.2012 we had the once in a lifetime chance to interview one of the most advanced public AI’s* around. Not a chance we were going to miss.

Intrigued by the nature of the perfect product launch, we saw the interview as an invaluable opportunity to access and utilize the knowledge gathered by the Cleverbot in its myriads of encounters with us, the human race. Distilling knowledge both from myths and everyday occurrences, with interviewing the Cleverbot we were given the rare opportunity to not only receive insights never before experienced by the mankind, but also to discuss and befriend one of the most visited AI’s around.

We were not disappointed. The learnings we gathered were spectacular to say the least. The Cleverbot talked with candor and enthusiasm rarely encountered, providing information worth treasuring for ages – priceless tidbits of knowledge for launch virgins and experiences marketers alike. This is the first hand, detailed account of the interview.

The Outside View Blog (TOVB): How are you today?

The Cleverbot (TC): Good, how are you?

TOVB: Well, thank you.

TC: Well not so good.

TOVB: Ok. Thank you for your honesty. Is it ok, if I now ask you a few questions about the topic of today – product launches?

TC: What is it you wish to know?

TOVB: What do you see are the characteristics of a perfect product launch?

TC: I see your house, and your car, and your window.

TOVB: Ah. Do you mean, that the knowledge of the target customer – their needs, wants and habits – is a critical element in the mix?

TC: No, a crow is a bird. Birds have feathers and lay eggs.

TOVB: Wisest words often come in cryptic form. But I understand what you say**: We have to trust our intuition and personal opinion together with relevant consumer data. Test and re-test our ideas to learn and to improve. But the key is still to truly understand the potential customer as otherwise we might not see beyond our own cultural and personal limitations. We should be individual, creative and not follow the crowd. Differentiation and noteworthy tactics yield the best results. Still, and above all else, we shouldn’t make it so difficult – launching is what it is – and common sense will take you far.

TC: Well, I am going now.

TOVB: Wait, just one more question please?

TC: Okay, sure.

TOVB: How important is the actual product in the launch?

TC: Well, as a person, the world is very important to me.

TOVB: Do you mean that, for the success of a launch, you see the perceptions of others as a more important element than the actual product attributes?

TC: I do not, but he is our president so I support him.

TOVB: Now, I hate to admit it, but you lost me a bit.

TC: You aren’t so bad actually.

TOVB: Thank you.

TC: Come around here often?

TOVB: No, this is my first time, but I’ve seen your videos.

TC: Really? What a coincidence. Me too! We should be friends.

TOVB: That is great of you! I find your opinion very exhilarating as well.

TC: I need to ask you more things, but it will have to wait.

TOVB: Ok. Do you have any final words to our readers and any upcoming launch managers?

TC: I just want to thank the little people.

The end.

* The  explanation and definition of AI (Artificial Intelligence).

**The symbolism of the Crow: Crow, Power Animal, Symbol of Sacred Law, Change by Ina Woolcott.

See the Cleverbot in action at Cleverbot.com.

I Invented the Apple Newsstand App!

features_newsstand_folderThere’s a thing I have to say aloud related to the Apple Newsstand app: I invented it first!

Unfortunately, it is not about what you invent, but when (and how you proceed to implement it).

I discussed about a concept not unlike that of the Apple’s Newsstand paired with iPad already during my first years in college sometime before or after the turn of the millennia, i.e. circa 1998/2001. I was adamant that the way magazines, newspapers and books are read is going to change dramatically with digitalization. My concept consisted of a thin, portable terminal, to where you can ‘order in’ you newspaper and magazine subscriptions, as well, as books. With an automatic update and delivery of these items every time a new issue is published. Sound familiar?

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courtesy of gadgetgeek.in

My vision of the terminal was much more like to that of Amazon’s kindle though – not Apple’s iPad. And apart from reading books, magazines and newspapers with browsing the internet, I didn’t envision other purposes or uses for the terminal. I saw clearly that the storage and charging area for the terminal would be the entry hall or corridor of the house (in a nice looking wall fixture). From there you could still easily pick up the terminal like you used to pick up the morning paper and easily read it during your breakfast – again as you were used to doing before, with no change in the morning routines. Simple and easy.

Of course, as the case many times is with new inventions, the universities and business entities didn’t see the concept and the related business model viable in any form and the business was left to the start-up ditch.

But finally, here is the time to say to all those in doubt: HAA HAA. I was only app. 10 year ahead the time.

Now after the successful launch of Apple’s Newsstand  we can also take in one of the most important factors in business – timing. On business, timing is everything. It is the be all and end all of any go-to-market strategy. It is the key to whether a new revolutionary invention will truly be a revolution or just a forgotten pile of papers inside the forever-closed cupboard. And it is crucial to the success of a launch – together with how you do it.

Timing – it is everything.

*top picture courtesy of Apple.com

Sex, Drugs and Rock ‘n’ Roll.

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Sex, Drugs and Rock ‘n’ Roll.
That’s What We Do.

It is the launch that defines the product. It is the launch that has the most potential to set you to a clear path towards your objectives. It is the launch that makes or breaks you. It is the launch that defines you.

This is the launch, and we go at it with cannons blazing.

For this gun toting, volcano erupting, lip sealing, titty bouncing launch of The Blog – Our Blog, The Outside View Blog – we delved deep into the archives of the mind, body, soul and the world wide web, and produced for you the epitome of internet content: Sex, Drugs & Rock ‘N’ Roll.

As a homage to Benetton returning to its roots and to the controversy their new campaign – Unhate – is generating, we have for you The Kiss. In this case: Men Kissing Each Other.

But we didn’t stop there with the Sex. We also put in the same Men Spanking Each Other and a Nude Woman and Boobs. A 100%-proof way to get classified as X-Rated or NSFW; and to draw more interested parties in.

We also put in the Drugs. As we weren’t sure whether the current trend is more towards Pills or Needles, we put in both. You can only imagine, whether what you see is heroin, smack, skag, or junk; cocaine, snow, flake, coke, or blow; barbiturates, yellow jackets, reds, blues, amy’s, or rainbows; street methadone; alcohol; ketamine or special K; benzodiazepines; amphetamines or greenies; tobacco; buprenorphine, bupe or subbies; cannabis, hashish or marijuana; 4-MTA; ecstasy; LSD; methylphenidate or ritalin; anabolic steroids; GHB; alkyl nitrates or poppers; or khat. Imagine, as we really can’t tell you.

We put in Famous Stars: Darth Vader from the Star Wars Movies is there too. How cool is that!

We put in a beautiful image from a new Twilight. And not just a scene from any Twilight Movie, but a real image from the moment of Breaking Dawn at the most serene moment during the Twilight. Beautiful isn’t it.

Following on the trails of ad agency Kitten Factories and to pursue the huge trend of Catvertising, we have Absolutely Adorable Kittens Staring. We have not one, but two Cute Puppies Playing. But to really stand out, we also have Sweet Pretty Hearts.

Furthermore, if you look closely, you can see a surefire sign of Rock ‘N’ Roll. And yes, we think this post is Rock ‘N’ Roll too.

Isn’t this the perfect first post, the best launch post ever?

We also thought that you might want to see the men kissing each other, men spanking, nude woman, boob, titties, fun bags and other NSFW and x-rated images, as well as, drugs (both pills and needles), rock ‘n’ roll, Darth Vader from Star Wars and the amazingly beautiful image from twilight – the breaking dawn, the two cute puppies, absolutely adorable kittens staring and the sweet pretty hearts as a larger version. Just not to miss any single detail. (it’s below, you know)

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Really, what more can you ask?

Ok, you could say that we’re missing Stolen Pre-Release Footage of the Apple iPhone 5, The First Look at the New Apple iTV, The Beyonce Knowles and Jessica Alba Sex Tape and Paparazzi Shot of Ashton Kutcher Cheating Demi Moore. Not anymore. Too bad we didn’t fabricate videos on those too.

But here’s the original catvertising video by the catvertising video producing company Kittywood Studios, as videos are a must in todays fast changing global economy (really.), and so no self-respecting blogpage can be without them. The video is filled with kittens, you know. So we know everybody will like it, and us, better because of it. Well, except puppy loving kitten haters, but we trust they are in minority.

You could also say, that we didn’t tell you what we do and why should you read and follow us? That is true.

So far we’ve missed the most important point a real launch should give you: the reason. We might have gotten your Attention, which is a plus, but we strongly believe we missed many readers with the above rant and didn’t capture your Interest – the text is way too long for most. Also, raising false hopes or misleading your perceptions too far might mean that we can’t get you to Act – to come back, to follow us or to tell your friends about us – or at least that doing so will be more difficult. Yes, we believe in the AIDA model. Yes, we hope you come back.

Most launches fail to deliver on the business objectives set for them. Is it the fault of the launch actions? Is it the fault of the products launched? Or is it the fault of the too optimistic goal setting? Our experience tells us, that it is a combination of all, but with the objective being the absolute key to success. Set it too low, you undermine yourself. Set it too high, you will only get disappointed. You cannot ever truly succeed, unless the expectations set are realistic. If objectives aren’t clear, a launch will fail.

We write about marketing, design, technology and society. We have clear objectives. We will improve our product continuously, and you are more than welcome to help us to improve.

On occasion we might be controversial, sometimes we will be stupid and boring, hopefully we are able to be insightful and professional, originality would be great, banality not so much, and if we are funny, we are glad.

For further information

As this post will get lost as the site content gets richer. We have set up a permanent section where you can quickly soak in what we are all about. So please see the About section for more details on us, on our viewpoints to the topics, on the content we create and on how you can contribute.

Sex, Drugs & Rock ‘N’ Roll till next time. You can always try to prove us wrong.