November, 2007

Back to Basics
By Donna Raspopovich

With the marketplace becoming grossly more competitive every day, companies are constantly looking for ways to get an edge on their competition.  Designing innovative products and services or uniquely leveraging existing ones is not an easy task. 

In this sophisticated world with high-tech products and over-the-top advertising strategies, you may often wonder where to begin to compete in this ever-changing global marketplace.  Why not start with the basics?

It’s time to take a step back and look at the basic needs of your customers.  Rather than spending endless time and money reinventing the wheel, ask yourself what your customers are missing.  Once you determine the raw necessities your clients thirst for, you might just realize how to tap into that well.  The lemon twist can come later.

I’d like to share with you an interesting success story about a ten year-old girl who invented a simple product that is now given national attention.  As you read the story, consider the fact that the idea stemmed from a simple need.  Then think about your customers and how you can cater to their basic needs. 

On a cold and snowy winter's day, 10 year old K-K Gregory was out building a snow fort when her wrists started to hurt because they were cold and wet.  She remedied the problem by inventing Wristies, and wore them under her coat and mittens.  She tested the invention with her scout troop who encouraged her to make more.  She applied for a patent, trademarked the name, and started a company!  Wristies are taking the world by storm.  Early on, since Wristies hadn't been seen by many people before and since they were such a new idea, people wondered what KK was wearing on her wrists.  She was doing what good marketing people tell you to do: WEAR YOUR PRODUCT. USE YOUR PRODUCT. TALK ABOUT YOUR PRODUCT! KK was busy building a brand and a business and creating demand and interest, so she wore Wristies at every meeting and talked about them too! It gave people a great way of starting up a conversation.

• 2000 Apex Award, Best use of Polartec®, presented by Malden Mills, Inc. Youngest recipient.
  
  
• 2000 Leading Woman of the Year by the Patriot Trail Girl Scout Council, presented October 26, 1999.
  
  
• 1998 Bedford Chamber of Commerce Business Person of the Year Award (youngest ever nominated) 
  
  
• 1997 Kids' Hall of Fame, inducted along with 12 other young people from around the world. 
  
  
• 1997 Honorary Finalist, New England Entrepreneur of the Year.  K-K was the youngest ever to be nominated nationwide.  She inspired a new category for the 1998 Awards, "Young Entrepreneur," although they define "young" as "under 30!"

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