About Cornett Experience
We live in a hyper-competitive marketplace. Consumers are increasingly overwhelmed with choices, both online and offline. Almost any information, product, or service is only a click or phone call away. The increasing ease of development, production, and access puts anything your business offers today at risk of becoming commoditized tomorrow. How will you differentiate from your competition? Price? Cost and speed of production? Marketing and advertising? Features? None of these approaches will give you sustainable differentiation or customer loyalty.
Smart companies are instead moving quickly to differentiate their products and services through engaging consumer experiences, lasting quality, and innovative design. Those who succeed in delivering a transformational customer experience will win loyal customers and stand out from the pack. Cornett Experience is a collection of thoughts on the business strategy of differentiation through the consumer experience.
- In order to be irreplaceable one must always be different. - Coco Chanel
- Look at the design of a lot of consumer products — they’re really complicated surfaces. We tried to make something much more holistic and simple. When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. Most people just don’t put in the time or energy to get there. We believe that customers are smart, and want objects which are well thought through. - Steve Jobs
- It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them… You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new. - Steve Jobs
- The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament. - Steve Jobs (and they did)
- Before I started my own company, I approached large competitors about licensing my vacuum cleaner technology. It was very interesting to watch them all reject it. I saw the inertia that prevented them from changing their strategies or being at all interested in producing a better product. The rejections inspired me to go out on my own. - James Dyson
About the Author - Larry Cornett
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Larry Cornett, Ph.D. Vice President Yahoo! Search Experience LinkedIn profile |
I am currently the Vice President of Search Experience at Yahoo! heading up a multinational team of designers and developers.
Earlier in my career, I led a team at eBay that focused on Tailored Shopping Experiences and International sites. I was the designer at Apple Computer for the Finder in Mac OS 8, OS 9, and OS X and I spent time at IBM working on database and development tools. I was the principal consultant for a number of years at MindSpan Design, an interaction design agency, where I worked on desktop, web, and mobile solutions for a variety of clients. I received my Ph.D. in Psychology (HCI emphasis) from Rice University and hold multiple patents for design work on web-based products and hardware solutions.
Check out my recent interview with CBS 5 in the Bay area.
