Have you ever taken a step outside your organisation and looked at your product offering from a different perspective?
Often, companies are immensely proud of the products they offer, as many are experts in their field. However, sometimes products become too niche or less relevant over time.
Consider Bentley, a prestigious brand with a massive heritage but a niche customer base – the wealthy. So, it was surprising to see a new range of accessories for the Bentayga model, included a roof box.
While it fits the SUV family car, how many Bentley drivers fill their cars with the family and head to their self-catering caravan in Wales?
I'm not a marketing expert, so they obviously have their reasons for investing in the R&D and marketing behind it.
In another example from a major brand, a High Street bank was offering an account for 11-15-year-olds that could "easily be opened via Video Banking".
The catch? Appointments were only available during 9am – 3pm, and the child had to be present on the video call with their passport in hand to verify their ID. How accessible is that for a child at school? The response from the helpline was to wait until the school holidays.
These are great products from great brands, but their relevance and accessibility might be questionable.
Take 5 minutes to step outside your organisation and evaluate what you offer.
Do you have a Roof Box on your Bentley?
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