Creating new products that solve needs

Some of the best (or at least most ingenious) product ideas are born to solve a need that many people don’t realize they have. It’s that ah-ha moment when you see something and ask, why didn’t I think of that? It’s that simple idea you think of that on the surface seems to be common sense. That was my feeling as I read the sponsored ad in yesterday’s morning edition of HARO (if you’re not a member of HARO you should join now – in short its PR leads delivered to your inbox three times a day).

Back to the ad – it was for SmartMom, makers of teethable bling. Essentially it’s jewelry for mom that looks like real stones, but that’s made out of safe materials for baby to chew. Wear it when you’re with your little one and you’ll always have that much needed thing to chew on, a way better solution than whipping out the car keys for baby.

Of course, the real test is does it really solve the need effectively – having something attractive to wear that is durable (no more broken dainty necklaces from chubby little hands grabbing at them) and doubles as a teething ring? Not having any babies in the house I won’t be testing it out myself. But I’ll keep my eyes open as I pass all the new moms strolling along Newbury Street this spring.

One thing that SmartMom can teach us is to pay attention to the people around us. There are new product opportunities all around us. As marketers, we need to tune in and listen. Find the need and create your product to solve it. Then make sure people realize the need exists and that yours is the right product to satisfy it.