“Let’s hear both sides of the story.” Emphasizes the importance of considering all perspectives—objective facts and subjective witness accounts—before making a decision.
“The jury is still out.”
“The jury is still out.” Indicates that a decision hasn’t been made yet because all evidence and arguments are still being considered.
Products thinking with
Mitdenken – thinking with – meaning thoughtful, deliberate, reasoned action taking into consideration possible advantages and disadvantages, is clearly a German character trait. It should not be a surprise that there are How-to books advising managers on how to think with.
Along with people in Germany who think with there are also products in Germany which think with, developed to make life easier, safer and more comfortable.
They are often referred to in English as smart. Smart packaging which inform consumers about the product. Smart materials in eyeglasse which dim when sunlight is too bright. Smart wind turbines which turn automatically to the wind in order optimize electricity gain.
Smart automobiles whose steering wheel notices if the driver is falling asleep and sets off an alarm. Such cars also have smart headlights which adjust to oncoming traffic and read speed limit signs and inform the driver.
Adapt the Oreo?
Durable. Able to exist for a long time without significant deterioration. From Latin durare to last. Adapt: To make fit (as for a new use) often by modification. From Latin adaptare, to fit.
In the American marketplace, innovation is a constant force driving products towards ever greater efficiency and functionality. American products are constantly modified to meet the changing needs of American consumers.
One way to achieve this goal is to simply improve features that already exist. An example is redesigning the display of an alarm clock to make it more readable. Other products will be redesigned and features will be added to them. One example are the new features of each iteration of smatphones and tablets. Battery life is lengthened, screen quality is improved, and features will be adapted based on user feedback.
Americans rarely want to own a product for an extended period of time. There are many products which are constantly updated, changed, modified. These include: computers, electronics, gadgets, automobiles, and clothing styles. Even houses are torn down so that new ones can be built in their place. To the extent that a person is a „product,“ consumers also alter their own physical appearance via cosmetic surgery.
Companies leverage this sentiment by offering incentives for consumers to upgrade their current product. They may offer generous trade-in offers for cell phones or outdated electronics or special leasing deals for expensive items like cars or houses.
They even adapted the Oreo cookie.
First-mover advantage
First-mover advantage is gained by the first significant player in a market segment who gains control of resources that other participants in the market cannot match. Amazon had a first mover advantage over Barnes & Noble. Amazon maintained its advantage by partnering with Borders and extending product offerings into apparel, electronics, toys and housewares.
Rarely is a project, large or small, completed within schedule, within budget and meeting fully, much less exceeding, the specifications of the customer. The business world is seldom that simple. In the American business context quality is more likely to be sacrificed than schedule or budget. Americans expect products and services on-time, and at the price they agreed to. Quality – in the sense of completeness – can be made up for with extra effort.
When it comes to that magic triangle – schedule, budget, quality – the first two usually trump the third, in the U.S.
Trump. A card of a suit any of whose cards will win over a card that is not of this suit —called also trump card; a decisive overriding factor or final resource.
Easy, intuitive
Every B2C consumer, every B2B client, in every business culture, prefers products and solutions which are easy to use, user-friendly, intuitive. The term used in the past was „fool proof“, meaning even a person of low intelligence can use it. „Fool“ is a mean-spirited term which, thankfully, is rarely used.
But, what do Americans mean by „easy to use, user-friendly, intuitive“? Is it the same in all business cultures? How easy should „easy“ be? Intuitive for what level of intelligence?
Americans value, admire, and most tellingly honor with their money, products which are both sophisticated and user-friendly. In general, they consider it to be a high art form to make the complex simple. See Apple products.
America has many different types of people, backgrounds, mentalities, levels of education and sophistication. Also the largest single market. For products to be successful they have to be easy to use, user-friendly, intuitive.
The American product philosophy: ease of use. The American approach to persuasion: break down complexity into its component parts. Decision making: isolate individual decisions, focus on the essential. This is a pattern.
„New and improved!“
New and improved! Personal care products seldom change dramatically from year to year in the way that a car manufacturer might add new features or modify the design. Companies redesign the packaging or make some small adjustment and rebrand the product as „new and improved!“ This plays to the American belief that new is inherently good, tapping into the cult of youth, that new equates young with fresh and desirable.
Some products celebrated for their durability are more resistant to rapid change than things like electronics or cars. American-made tools are generally designed to be strong and durable since replacement is expensive and breaking a tool is inconvenient. Durability in the long-lasting, rugged sense is the more desirable quality.
Although old buildings are torn down and replaced with new construction, American building codes specify much more stringent standards than in other parts of the world. What results is high quality – albeit expensive – buildings that endure. Like in many European cities, American historic districts showcase the place’s commitment to the durability of its construction products.
Tools serve
Tool: A handheld device that aids in accomplishing a task; something such as an instrument or apparatus used in performing an operation or necessary in the practice of a vocation or profession; an element of a computer program that activates and controls a particular function; a means to an end; one that is used or manipulated by another.
Americans use the term tool in many different situations. A tool is practical, pragmatic, singular, specialized. They are always at hand, simple, easy to use, precise. A tool does exactly what the user wants it to. They are not only physical and mechanical, like a hammer, screwdriver, a wrench. Tools can assist with sophisticated tasks, including those purely mental, such as software, financial analytical tools. Intelligent tools are only as intelligent as the people who created and those using them.
Programmable appliances: Appliances like microwaves and coffee makers are becoming increasingly sophisticated, with added features such as programmable start/stop functions and alarms. Modern appliances are much easier to use and program than previous generations. They are frequently redesigned to be more user friendly. This is a response to consumers’ demands for products which do much of the thinking for them.
Easy to use: Intelligent products can be used by not so intelligent people. Most modern products – including household appliances, automobiles, computers & software, tablets, smartphones, electronics in general – employ large, simple displays with large buttons and easy to follow protocols. They are designed to be simple and to avoid overwhelming users with low-value, distracting features. Although more advanced features are often possible, they do not crowd out the simplicity of the product. All possible measures are taken to make the product as easy to use as possible.
It is up to the customer to decide the level of sophistication they seek in a product. The most basic models are always available for beginners, while many companies offer far more advanced models of appliances or electronics for more knowledgeable users. For example, there are various levels of stereos and TVs for consumers who want different features and levels of sophistication.
iPhone OS as a tool: One example of a simplistic, intelligent tool is the operating system of Apple products like the iPhone and iPod. Apple favors an elegant, easy to use design over more complex designs. Most people can quickly figure out how to use an Apple product by simply using their fingers and following on-screen prompts. Options are limited and presented in a layered, decision tree fashion. Many other electronic and appliance products have begun to employ similarly simplistic and user friendly designs.
Familiarity breeds contempt
A New Broom Sweeps Clean – A fresh leader gets rid of the old and brings in new ideas and personnel. This term can be found in English as early as 1546 in John Heywood’s proverb collection.
Climb/jump on the Bandwagon – Join a growing movement in support of someone or something, often just as that movement appears to have become successful. This phrase developed after American politicians in the late 19th century began using bandwagons when campaigning for office.
First known use: 1899 by President Theodore Roosevelt: “When I once became sure of one majority they tumbled over each other to get aboard the band wagon.”
Familiarity Breeds Contempt – The better you know someone, the more likely you are to find fault with them. First known use: 1386 in Chaucer’s “Tale of Melibee.”
The Grass is Always Greener on the Other Side – A different situation always seems better than your own. First known use: 1400s.
You Can’t Teach an Old Dog New Tricks – Old dogs (and people) learn less well than the young. Although this phrase primarily refers to people, not products, it nevertheless shows how Americans tend to view old things as outdated and unadaptable. First known use: John Fitzherbert’s 1534 “The Boke of Husbandry.”