I went to eat a granola bar the other day and on the packaging was stamped ‘Limited Edition Packaging’.
I know a lot of people who eat these kind of bars and none of them are hoping for limited edition packaging from this company. Especially the kind of limited edition packaging is virtually indistinguishable from the normal packaging.
And I’ve never heard of anyone collecting granola bars, clamoring for certain packaging because they’re worth more or taste better or are more rare.
I envision a meeting where the question was asked, ‘What can we do with our tried and true granola that would generate more interest?’ A big brainstorm session ensues about adding dried fruit, a celebrity endorsement, advertising on podcasts, putting in golden tickets, or how about limited edition packaging.
They chose poorly about what would generate more interest. But it was probably the poor question that lead to the poor set of choices.
A better idea would have been to focus not on ‘more interest’ but on ‘even better’. And maybe instead of a boardroom meeting, incentivizing existing customers to do a brainstorm session instead.
