When I was in Egypt for holidays, recently, I noticed the following.
Unfortunately I had forgotten my toothbrush and had to find a new one.
I firstly need to place you in the frame of reference that I’m used to super markets and stores with extensive choice.
I walked into the store in the street (middle of the desert, a resort in the city of Marsa Alam).
There were only two brushes there. And it at least felt like the only two in Marsa Alam.
Not 50 or 100, but 2. I bought one.
Now you could argue, Reinier, of course it’s different from home. What would you expect?
And the thing is, I realized that in the West we insist on creating brands to distinguish themselves from other brands, whilst what we should actually do is find out what needs aren’t met at the moment.
Seling a toothbrush in the middle of sand. Not trying to find a way to persuade more people to buy, creating (decision)problems instead of solving them and being the 17th toothbrush in the market.
With, for sure, breath taking and ground breaking technology. To brush your teeth even better than we already could.
Let’s focus on solving real problems.