Mis-alignment Creates New Ventures
As it often happens, I’ve read something by Seth Godin, and been inspired.
Recently he wrote about “misalignment”
This line of thinking really does give rise a lot of potential business opportunities.
It also exposes a lot of areas of inefficiency in the current ways we live and do business.
Some of his examples included (and I am paraphrasing here):
Examples of relationships that are aligned:
- The Mercedes Relationship: “The buyer wants a prestige product that reliably delivers an expensive label that’s unattainable to many. Mercendes-Benz wants to reliably and consistently charge a lot for a car that sends a message to everyone else.”
An example of the mis-aligned relationship
- The Dell relationship: “The buyer wants a cheap, boring, reliable computer. Dell wants to make more profit.”
When you break it down so simply, there are a tremendous amount of companies that aren’t aligned with their customer.
When Dell began, it definitely had a different mission than it does today, and I think that Michael Dell did a fantastic job of building a company that not only was very profitable, but it also served a great need to get inexpensive, well-built computers into the hands of millions. I don’t think that anyone could argue that. But Dell isn’t Apple. Dell isn’t cool.
Does this mean that Dell is doomed? Not necessarily.
For years Dell was known as a great place to get a good, cheap computer; why is the best place to get a cheap, well-built computer today?
Is it Dell? Is it Gateway? Is it eMachines? Is it Acer? Is it Compaq? Is it your local Fry’s (or similar) store? Is it a company that doesn’t exist today?
I honestly don’t know, and you probably don’t either. It maybe a company that not enough people have heard of.
And that is the point, this misalignment exists, and has created a niche for someone to step up and become synonymous with selling cheap, reliable PCs.
This hardly is limited PCs sales. This could be applied to most markets/products.
Someone may emerge to fill this niche for tablet PCs (as that market develops)…and whomever can solve this for the health care industry should be sainted.