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May 2, 2005
iPod Shuffle: Creating Strength from Weakness
Posted by Ken Erickson | Filed under: Marketing
This last weekend a friend of mine gave me the fabulous gift of an iPod Shuffle for DJing his wedding. This was my first iPod, and I was jazzed about the gift. It weighs in at a whopping .78 ounces, is smaller than a pack of gum, and can still hold over 120 of my songs! Lovely.
Yet the only downer to the little gadget is the missing viewing screen. Now, this could be the end of a great little piece, but I believe Apple made the most of this weakness. Instead of dealing with the negatives of not having a screen, they turn it into a positive by calling the new iPod "Shuffle" (acknowledging what it is). Then in promoting the iPod Shuffle they reinforce the message by touting that we may as well face it: "Life is Random" and "Enjoy Uncertainty," as seen in print, TV and online ads.
Turn your weakness into strength. If you don't, your competition will.
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