SF Bags – The Art of the Upsell

I love SFBags or Waterfield Design. They have the best most versitile laptop computer bags.

I also love some things they do in their site. Especially the build-your-own section. They ask you a bunch of questions to customize your bag, the fun friendly language of these upsells is great:

  • 3 Add a Flap for $15: No sir, I don’t like to/Yes indeed
  • 4 Add a Shoulder Strap for $12: Not into the strap/Give me the strap
  • 5 Add a Piggybak: No I’ll Just Suffer/Got to Have the Piggyback

I wish more sites had this kind of personality.


Economist Roundtable: Shanghai – March 28/29

Really excited to be speaking at the Economist’s Third China Branding RoundtableStanding out in a crowd. It’s at the Pudong Shangri-La, Shanghai on Tuesday March 28th 2006 – Wednesday March 29th 2006. To find out more, click here.

I am honored to be presenting along with Professor Lydia Price of the China Europe International Business School. We will be talking about new media and how to think about it. Anongst other things, she has written (and will explore here) a case study about China’s Super Voice Girl that makes American Idol look like a Junior Highschool talent show.

Should be fun!


Complexity in Motion/MSFT Repackaging: It’s all my fault!!


Once again simplicity is shown to be both so powerful and so easy to stray from.

By now many of you have seen the recent spoof video that shows how Microsoft would transform the simple, powerful, elegant packaging of the iPod. It is all very innocent and well thought out but step by step turns into the equivalent of an in flight catalogue.

If you haven’t check it out here. It is one of the funniest things ever onYouTube.

I have to say, this used to be one of my areas back at the big M and I totally know each step that took packaging down this path. And everyone was logical, well thought out and reasonable to the many committees of very smart people that looked at it.

Beyond the box, Engadget highlighted the wonderful array of versions of Windows Vista coming:

  • Vista Starter
  • Vista Home Basic
  • Vista Home Premium
  • Vista Business
  • Vista Enterprise
  • Vista Ultimate

Will be interesting to see the product selector application that ships with them.

Simple products should lead to simple messaging to simple packaging to simple offers to a simple purchase decision.

So remember:

  • “Life is simple, but we insist on making it complicated,” Confusius
  • Don’t try to do too much. Less is more (thanks Simplessity, a really nicesite on simplicity)
  • Too many cooks ruins the soup (esp. in marketing, thanks Seth)