There is no question that we are flooded with information and data. Some might be useful and some, not so much. It comes at us from all directions. We have television, radio, emails, text messages, and the ubiquitous internet to name the most obvious. We live in the digital age of information any time, anywhere, and on any device. This brings to mind the challenge of selectivity. In other words, understanding what is there to listen to, considering what we do listen to, and more importantly an evaluation of what we should listen to. Everyone will have different responses but suffice it to say that no one can listen to it all. In some senses a lot of it becomes unbridled noise.
From a consumption point of view as buyers we are confronted with information overload. When we search for an item to consider buying, we are inundated with information. In many cases there is too much information. Go to almost any website and you will see what I mean. Drinking from a firehose comes to mind. Sifting through it all and selecting the wheat from the chaff can be an onerous task.
In my mind the “kiss principle” (keep it stupidly simple) and the Don’t Make Me Think concept that Steve Krug writes about in his book of the same name says it all. In both examples the thinking to is get to the most important points as intuitively and quickly as possible. In thinking about the AV and digital signage industries and in our case the suppliers, cutting to the proverbial chase is a lost art.
For most suppliers they want to show all the “cool stuff” they have and what you can do with it. We are inundated (perhaps overwhelmed) with “speeds and feeds”, specifications, and individual features and benefits. They have hopes that you as a viewer or listener will absorb the totality of their message. Sorry to say, this is seldom the case.
At Crimson AV…. more than Mounts, we certainly have a plethora of great things (products and services) to share but as I got to thinking about the general effects of information overload, I spoke to our team to get their take. I asked them exactly what they wanted a current or potential customer to know. Understandably I got a full laundry list of all the benefits that the team thought we provided. Well, I took the long list of things and pared down the list to 3 basis points that we think should drive the buying decision for Crimson.
We have great products and world class service, but it really comes down to the following buying criteria. At Crimson we provide:
1) High quality – high value products
2) At Crimson customers are not just a number
3) Crimson products are designed to be easy to install and use
Is there a lot more to say? Of course, but if you think about it, aren’t these three points what you need to know about Crimson or any supplier? Give it some thought…
