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Erik: Why do you place such a high priority on product packaging?
Richard: The unifying word that we've used throughout for the last six years has been
-- it's actually something Seth Godin, kind of latched upon, which is 'be remarkable'
so it was really important for us -- we're in a commodity business, right? We print things.
And in order to differentiate ourselves and be remarkable and have people talk about us,
you have to do something different, you have to do something that's unexpected and I think
in taking business cards or postcards or mini-cards or anything or stickers, which I think is
one of the more innovatively packaged products... and actually doing something really different
with what surrounds it, people treat the ingredients differently. If you think of a Tiffany box,
it's just silver or gold inside, it's the box that makes it different, it's how it's
treated, if you think about the Mac un-boxing process, you think about the sympathy to the
surrounding environment for this product, it tells a story about it, it tells how precious
it is, it tells how much thought and effort has gone into it and even if the person's
cards, even if they're not the best design or they're not the best photos, the way that
they've been treated, the way that they comes out of this box and they're like 'wow what's
in the box' it tells a great story.