The of course effect

Of course a tablet turns on instantaneously. Yet, before the iPad came out we were used to minute-long wake-ups from computer laptops. For many users, finding their device ready to use the instant they turned it on was a revelation.

Go through your office or your house and you’ll find dozens – if not hundreds – of these “of course” product features. The kind of feature that when you’ve used it even just once, you ask yourself how this could not have existed before. Why had no one thought of this before?

Many companies chase the wow effect in their marketing – a spectacular decoration of the product or a breathtaking story they can tell around the product – but overlook the fact that the down to earth “of course” effect is often way stronger.

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What do you mean?

Imagine you meet a good friend of yours for a beer. You tell them about your newest idea. As they respond with a blank stare,

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The longevity of a story

Most stories can be told in a couple of minutes, sometimes less. Good stories resonate way longer. Great ones even for years and decades. Most

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Dr. Michael Gerharz

Dr. Michael Gerharz


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