It’s always been my belief that whenever I make a video I come up with a strong solid idea that’s quick and efficient to film yet compelling enough to spark a reaction out of people. If anything I would say that is my overall concern and struggle when beginning the filming process. None other than Hitchcock has thoroughly proved that pre-production is worth so much in the creative process. Prepare, prepare, prepare! By doing so you can bring your ideas to people and find out what they want. You’ll establish your core uniqueness and be at the front of the competition. This is supported by what Denise Shiffman says in her book “Age of Engage”.
“Although there are several attributes to a successful value proposition, nothing is as important as the core uniqueness, or what it is that makes your product or service stand out in the marketplace. “Me too” products have nothing to say for themselves, or their companies. You can make money riding on another company’s coattails (and innovations), but you can’t become great.” (Age of Engage, Denise Shiffman, 55)
You can see that by making a standoff product just to provide a quick fix in a market is not enough. Look at the Microsoft Zune. This was a reaction to the Apple’s IPod community. Rather than trying to grab the attention of the people who were dissatisfied they went forth and just made a copy “Me too” product that really offers nothing more than the FM radio. But let’s be honest, who wants that? I want my music, right here, right now, at my demand. Common Microsoft, Lets step up the game.
