A few weeks ago, I shared evidence that Jay Leno is an innovation hero.
His enthusiasm for the future is based on the astounding progress in the auto industry that he observes in his own automobile collection. Many features of elite cars of the past are available on entry level models now.
At the same time, while he supports innovation, he mourns the loss of engagement with products, or depth of ownership. He cites examples of how convenience and reliability of new cars today separate us from the car itself. He argues that our sense of self-reliance is lost because we can’t repair our own cars.
In fact, he argues that modern convenience renders us mere users of products rather than owner/operators with skin in the game. I agree, to a point.
How I DISAGREE with Jay:
- I don’t believe that knowing how to fix my car makes me a more engaged owner. I believe you can get the most from a product through depth of the relationship. I love my 2002 Retro Thunderbird convertible – LOVE IT! So much so that I put the top down with the heater on regularly. I do not know how to fix it on the roadside. I experience joy every time I drive. I’m truly engaged.
- New innovation springs up to fill gaps. The gap in my roadside auto repair skills is filled with AAA and Uber. I got my first mobile phone when I had an accident and struggled to find help. It was a compelling moment. I’m a very engaged owner of technology and services that support my love of my car versus knowing how to actually care for the car itself. In fact, I love AAA almost as much as my car.
My first Ford Thunderbird, a 1964, was sold to purchase the 2002 model in 2010. I still cannot repair my own car.
How I AGREE with Jay:
- I agree with one main premise – consumer engagement is critical to enduring loyalty, repeat, and a value proposition based on emotional attachment. Delighting consumers with our innovations probably requires more than just convenience that robs us of self-reliance. I didn’t subscribe to Amazon Prime until they offered video. Online shopping discounts and free shipping just weren’t enough. Now I’m an absolute fan empowered by access.
The key to emotional engagement is to decipher which emotion to tap into and develop products deserving of such emotion. At InsightFarm, this is what we do, every day. Let us help you bring emotional engagement to your next innovation.
