U: Unabashed

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Inject some unabashed enthusiasm into whatever new products you’re developing. Customers want that.

Most people in the business world are too serious. They’re so focused on making money they don’t even give themselves permission to smile anymore. If you can come along with a product that just strikes a whimsical note and makes them smile, that little spark of enjoyment can enable your product to be much better received.

Take, for example, a new bathroom accessory collection designed for Target. This is a set of cup holders, tub accessories, bath mats and toothbrush holders with a common theme. A talented twenty-something industrial designer, fresh out of school, was assigned to come up with some new ideas for a collection to be styled specifically for children. She attacked the assignment with gusto, and came up with a collection called “Beneath the Bubbles” Each piece of the collection was whimsically styled like sea life. There was Wally the Whale, a blue tub-spout protector. Crabby the Crab was a toy bag that attached to the walls of the bathtub. The centerpiece of the collection, however, was Stan the toothbrush holder. Not only did Stan hold two toothbrushes in his rounded starfish arms but there was also a button in the center of his tummy that children could push to make Stan sing. Stan’s song went for about a minute—which just happened to be the amount of time the American Dental Association recommended children should brush their teeth for.

When the collection was presented to buyers, they were a little bit skeptical, but the designer’s enthusiasm won them over and proved to be somewhat contagious. They decided to take a risk on the collection, and it turned out to be a genuine home run for Target. Grandmothers everywhere rushed to buy the collection for their grandkids hoping to encourage them to brush their teeth more often and for longer.

Enthusiasm, like laughter, is infectious. Go spread some around. Infect as many people as you possible can. You’ll be amazed at the change in the environment!

–Robyn Waters

If you can’t get excited about your own products, just imagine how uninspired and unenthused your customers must be feeling.

–Robyn Waters