Well, the iPad presentation came and went and from a story telling perspective, Steve Jobs did a great job with his delivery and with generating excitement up to the presentation. But the story didn’t achieve all it could or even elevate the product to the level of wonderment everyone expected. Why? It missed some presumed attributes.
Presumed attributes, are those product features that everyone assumes will be in the product. If they are not there, the reaction of prospective buyers is negative.
And although there were plenty of “delighters,” those features that people weren’t expecting such as the price, the virtual keyboard and quality of the e-book reader; they became overshadowed by the fact that the presumed attributes were missing.
The presumed attributes that were missing from the iPad story included:
• A Camera
• The ability to run multiple applications simultaneously
• And Flash for watching videos.
The lesson to be learned is that while new innovation is exciting, if product marketers don’t address what people presume, the disappointment will slow the adoption of the product. Hopefully the Apple developers and marketing team are reading blogs like this and put back in what we presumed would be there.
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