What goes up must come down? Hmmmm, maybe your innovation does the opposite. Is that what makes it unique? This may be good news...or bad news.

The primary driving force behind invention design is usually functionality. But doesn't that go without saying? It has to function correctly, else it will never sell. After all, isn't it common sense that "form follows function"? Well, that old axiom no longer applies.

There are other driving forces that are far more important than functionality. The top product designers in the world know that any new product must convey a positive emotion to an end user. Without it, potentially great inventions may not not sell at all.

The approach we're talking about is referred to as "form follows emotion". It's usually a combination of several CDI attributes that are applied to an innovation so that it raises a positive emotion with the consumer. The raising of the right emotion is the reason why every consumer purchases a new product. It's because they feel good about it.

The emotional response that is elicited may be a sense of security, confidence, trust and value. It may also be appealing to vanity, convenience or a reflection on a particular lifestyle. There are dozens of exciting emotions that can be elicited providing you know what they are and how to apply them. One thing is for certain, if your innovation does not convey some form of positive emotional reposnse from the consumer, it's bound to fail.

What does all this design jargon mean? Well, it means that you are creating a unique marketing position for your innovation. That position will be specifically identified and then exploited. This is also referred to as your product's niche. You are creating a new "Newton apple" of a sort. Maybe it has a different color, shape and flavor, and maybe it really does "go up when it's dropped down".

Whatever you do, start planning your invention's position as soon as you can. And when you've identified it's place in the market, try to describe your niche in three words or less. But don't worry, if you read From Patent to Profit it'll make it easy.

 

  

Design insight:
The psychology of making a sale says to prepare a laundry list of CDI benefits and give consumers several to choose from. Usually they'll need more than one good reason to make a purchase.

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