Joseph (Joe) Batista, Director & Chief Creatologist at Hewlett Packard (HP) Corporation, is responsible for building new business realties leveraging HP’s portfolio of assets, and driving new growth, strategy and implementation agendas that deliver real business results.
As you might know, I'm a former chairman of the Cape Cod Technology Council, which sort of sounds like "President of the Orleans Kiwanis". In a way, it is, but with a twist. Tons of successful Boston area executives and engineers have houses down here on the Cape, Nantucket or Martha's Vineyard, and they all have a vested interest in seeing high tech on the Cape flourish. So, we tend to have excellent speakers come to our breakfasts. As an example, we had the director of NASA's Institute for Advanced Concepts (NIAC), who has a house here, speak to us about all the neat 10 to 40 year projects that NASA is working on, including anti-matter drives and hopper bots. And yes, it does sound like Star Trek. That's because the producers of Star Trek make regular visits to NIAC for TV show fodder. Yes, anti-matter drives are a real project, ableit nascent, at NASA. Cool, huh? But, I digress.
Joe was speaking to us about the new economy, where the real asset is ideas. As part of this, he spoke about commoditization, and used as real world examples Clorox and coffee beans. Now, here's an excellent take away based on coffee beans. It doesn't take a creatologist to relate this to today's world of telephony:
Commodity == coffee beans, 1-2 cents per pound
Product == Maxwell house coffee, $1.25 per pound
Service == Dunkin Donuts Coffee, $1.25 per cup
Experience == Starbucks Coffee, $2-$5 per cup
I'll leave you with a quote from Pulp Fiction :
How 'bout you, Peggy Sue?
I'll have the Durwood Kirby burger
-- bloody -- and a five-dollar
How d'ya want that shake, Martin
and Lewis, or Amos and Andy?
Martin and Lewis.
Did you just order a five-dollar
A shake? Milk and ice cream?
It costs five dollars?
You don't put bourbon in it or
Can I have a sip of that? I'd like
to know what a five-dollar shake
Be my guest.
She slides the shake over to him.
You can use my straw, I don't have
Yeah, but maybe I do.
Kooties I can handle.
He takes a sip.
Goddamn! That's a pretty fuckin'
good milk shake.
I don't know if it's worth five
dollars, but it's pretty fuckin'
He slides the shake back.