By Jim McCarthy Feb 4, 2010 0 comments

“Every Marketing Program Begins with the Same Question…”

“What is the intrinsic value of the product or service?”

So says Lynda Resnick, creator of POM Wonderful pomegranate juice, as quoted by Harvey Mackay in his most recent column.

What does intrinsic value mean? In developing your product and your way of talking about the product, Resnick says you should “recognize above all that consumers aren’t stupid. They are looking for value, honesty, respect and occasionally, fun.”  And while I’d say that the ‘fun’ part of the equation is more than just occasional, I’d agree with the whole list.

And while I suppose it’s easy enough to play with the meaning of “intrinsic” til whatever you happen to be doing is delivering “intrinsic value,” you’re still not going to see the benefits of this philosophy until you discover what makes your product special to consumers, both the ones you have and the ones you want.

Are you listening, orchestras of America?

If it can work for pistachios, pomegranates and collectible plates, it can work for great music.

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