Opposite to my workplace there is a huge alley where the city hall has been trying to plant flowers. Because the alley lies between the tube station and the several companies situated on the other side of the road and there is virtually no path accross, people cross through the to be-flower beds. This is not polite but makes sense because the companies' offices are every five meters apart and there is only one passage every 300 metres across the alley. Every morning city hall staff comes and digs out the area to prevent people from crossing and every afternoon new paths are treaded into the flower beds because people just cannot be bothered to walk an extra km to get to their workplace.
Pretty much like the silent struggle of companies to push services and products that people do not like. I mean, no one wants to pay to download stuff unless it's from Radiohead or iTunes and it's decently priced. But still there is the downloads police. No one wants to buy a cheaper phone with a subscription but telecoms force you to subscribe in order to get your iPhone cheaper. I will not buy content from my mobile if it is not truly new and worthy. So, iMode and Live! better buck up.
The question here is: is it worth fighting the natural impulse of consumers or is it more profitable to find a solution that will make both happy? I think Radiohead might have the answer. When will the rest get it?
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.