Gartenberg’s three laws of consumer electronics

by on August 22, 2006

If you think Michael Gartenberg is joking about his three laws for marketing consumer electronics, I’ll guarantee you he isn’t. That dude has more gadgets than anyone I know except for maybe Vic “gadget ho” Gundotra. Love this thought: “Getting the first 50,000 is a milestone. Getting 500,000 and 5,000,000 is where it matters. Enthusiasts won’t get you there but influencers will.”

  • LayZ
    Spoken like someone who has never read (or maybe read but not comprehended) "Crossing the Chasm". This is really not all the insightful or revolutionary. Any decent tech product manager should know this, or be fired.
  • Larry
    Can I be on your "Gadget Ho" list too? ;)

    http://www.greenjem.com/office/Cribs.wmv

    I would agree with Gartenberg's 3 as well as Coulter's #2 and #3. The Segway is another good example of Christopher's #3. It didn't start selling well until they had local dealerships.

    Thought I understand the desire of companies to make devices that sell half a million or more, I wish they could devise a way to cut costs enough that they weren't afraid of niche products.
  • Christopher Coulter
    What a buncha ego-buffonery...

    My three "laws"...

    1. Ignore enthusiasts and early adopters, they will edge case you and lead down a blind path. Take feedback sure, but cater not to the gadget-freaks and eternal worm-feeding "analyst" egos.

    2. Test case, test case. Demographically target, advertise, advertise.

    3. Be available, everywhere. Online only doesn't cut it. If you can't get "Tablet PCs" in retail stores, game over.
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