Many innovators and strategists are obsessed with predicting how the world will change in the future, and then they then try and develop new products and business models to fit this “new hypothetical world”. As Jeff Bezos describes, it can be even more valuable to figure out what will not change in the future.
My recent post about the effect of marketing contained a hypothesis about serious watch collectors: they will buy the recently released Furlan Marri (FM) watches but won’t wear them much. This post is about the brand, and why it represents a masterclass in product launches and marketing.
A post about the state of watch collecting, and a discussion about ways in which people collect watches, along with the impact of these choices.
As I began seeing more Furlan Marri watches shared on Instagram, I asked myself why someone would choose this watch in the morning, when looking at their watch box. I won’t go into the background story of the brand and the reasons this is an enormously popular release; Wei Koh wrote all about it here and you can read that if you want some background.
I just had a conversation with my buddy Ben (@koreahasseoul1) and I felt like the topic was worthy of a post. Incidentally he’s a pretty interesting collector, and I would urge you to chat to him too if you feel like you want some advice about your collection, or just to talk watches. I always appreciate his perspectives, and I am sure you will too. Ben and I spoke about how collecting has evolved, especially in the last two to three years.
To summarise the concept; some people see the details in everything they do, like the fox, while others are great at having a singular vision, like the hedgehog. Going back to a critical distiction in the definition of the concept, Jim Collins says it perfectly: The Hedgehog Concept is not a goal to be the best, a strategy to be to be the best, an intention to be the best, a plan to be the best. It is an understanding of what you can be the best at. The distinction is absolutely crucial.
I have seen messages from journalists who are being contacted directly by the collaborator in this watch release, and they are being rudely chastised for something as simple as ‘liking a meme’ about the faulty watch! These journalists are being accused of, in summary, surrendering their own impartiality, by showing support to memes about the watch. Is this how low it goes?
After yesterday’s post… Someone reached out to me with his own experience and I will share it here today. These are simply screenshots of the various conversations, as-received.
Most collectors of independent watch brands will tell you that they love the watches, but more often than not, they deeply value the close connection or relationship they can build with the brand and the founders.
The word may sound stodgy. But courtesy and manners are still essential–particularly in business. shutterstock images The ‘elevator rule’: Don’t discuss the meeting till you’re out of the elevator … and the building. The word “etiquette” gets a bad rap. For one thing, it sounds stodgy and pretentious. And rules that are socially or morally…