I drew this cartoon thinking about some of the debates I’ve seen about squeezing just one more product benefit on the front of a package. Insisting on too many benefits front-and-center cuts back the impact of any one. It’s often hard to agree to the lead benefit, so products become the result of a peace treaty. Also, many benefits have become so commonplace, they lose their meaning entirely.
All of that clutter made be think of it as attribute soup, which reminded me of that old "too many cooks spoil the broth" quote.
I then trolled my pantries for a handful of products to get these specific attributes.
"Never needs winding" came from one of my favorite Tom Waits songs about marketing called "Step right up". Here are a few choice lyrics.
"…That’s right, it filets, it chops
It dices, slices, never stops lasts a lifetime, mows your lawn
And it mows your lawn and it picks up the kids from school
It gets rid of unwanted facial hair it gets rid of embarrassing age spots
It delivers a pizza and it lengthens, and it strengthens
And it finds that slipper that’s been at large under the chaise longe for several weeks…"
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