Learning from 3M and Apple

Our first weekend professor is Lisa Welch, a seasoned strategy maven who totally gets it and is successfully helping us do the same. Lisa has worked on strategy for brand-illuminating campaigns like Apple Think Different. She has intense curiosity for people and seems to realize the interesting in everything from food storage to war-themed video games. When identifying customers for a random product like Food Saver, she conceived purchasing variables such as:
having a second freezer
being a Sam's Club Member
hobbies such as hunting and fishing

Lisa said that if we remember one thing from her it's:
For whom is your product or service compelling?

I admired her focus, which goes further than just advertising: she looks at companies holistically in order to understand if the problem-at-hand is in fact a communications problem or a business/product innovation issue. (Are customers not identifying with the brand and vice versa or has the product or company disappointed customers in some way.) I find that I'm drawn to the concept of consumer insights impacting business strategy, not just marketing and advertising.

Lisa also brought up the 3M innovation story which is one of my all-time favorites.
"The invention of 3M's Post-it® Notes began with Art Fry's frustration at how his scrap paper bookmarks kept falling out of his church choir hymnal. With an intense curiosity and a penchant for practical solutions, Fry was intrigued by Silver's strange adhesive... (more)
Thanks Art. you're responsible for my post-it note addiction.