At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Commercial Intimacy

Can you really get something for nothing?

Graeme Coll July 2011

Have you ever stopped to think that we spend a great deal of time striving for 'nothing'? When you look a little bit closer we do it every day, and it's been happening for a while. Some brands pride themselves on the fact they sell 'nothing' – just think of Antipodes water (the purest water in New Zealand), Charlie's Orange Juice (the juice, the whole juice and nothing but the juice) and Icebreaker (nature's genius, engineered for us). It seems to me that the more 'nothing' on offer, the more it costs, or at the very least, the more we want it. 

It doesn't stop there though. Your product, or service doesn't have to be super premium to qualify and claim the 'nothing' phenomenon. It's intrinsic in our every day lives. We pay more for the property with the unhindered view, or the larger section so you can have your own territory of 'nothing'. We even treat ourselves to that holiday so we can 'get away from it all'. No phones, no pile of work, just being. 

In a world which is growing ever more filled with messages and 'things' how do you set your product or service apart from the masses? How can you not only create a loyal customer base but have them sell and promote your service to others because they want to? It seems to me that the most compelling communication nowadays is 'nothing', and that's why we believe in Commercial Intimacy where every consumer can have what they want, in the way they'd like it.

If you want a better service experience, should it not be about process refinement rather than process complexity? The same could be said for products you love – they have all the features you need and nothing else.

So the next time you need to achieve 'something', how about focussing on 'nothing'. It just might grant you the success you're after.


Steve 30 July 2011 at 3:55pm

An important aspect of why we buy into this is authenticity – where there is a sense of realness attached to something ie 'organic' vegetables etc just because they are more perceived better for us or more real than other versions of essentially the same thing.

A good read on this is 'Authenticity: what consumers really want' by James Gilmore and B. Joseph Pine.

What do you think?