By trusting their audience and trusting the subscription process, Netflix was able to create value and create a paradigm shift. Netflix realized that the convenience they provided a customer would attract many people - so many people that it would overcome the costs of a few lost DVDs. You would subscribe to Netflix for a flat fee, pick the movies you want to be sent to you online and keep them for as long as you wanted - you’d never be charged late fees. The first game-changing thing Netflix realized was that there was more money to be made in the subscriptions than there was in renting.įrom the beginning, Netflix got rid of the idea of renting altogether. Netflix’s realization wasn’t that streaming was the future - that was simply the nail in the coffin. However, to understand their paradigm-shifting genius, you have to go back before that. Most people know Netflix as a streaming service. Until Netflix came along and changed the game.
PARADIGM SHIFT MOVIE
If you were a movie lover who wanted to watch a movie over the weekend in the 90s you were likely one of the 64 million people who trekked to the local blockbuster. The Rise of NetflixĪt one point, Blockbuster was the king of the video industry.
PARADIGM SHIFT HOW TO
Old Spice put forth a cartoony, over-the-top idea of masculinity and claimed that men could achieve it if they made use of old spice once again, old spice became the ironic, anti-establishment option.Ĭheck out the Golden circle marketing strategy if you want to learn how to develop a unique marketing strategy for yourself. Compare them to Old Spice commercials, which used a similar tactic decades later. I’m not buying from those goody-two-shoes companies, I’m buying from the sleazy car salesman Joe Isuzu! Buying from them seemed like some sort of rebellion against the system. This made Isuzu trucks seem like the cool option. They just seemed like they were having fun - they didn’t care about telling their customers about their cars. They weren’t trying to sell people on a corporate idea of individuality. One, Isuzu was funny - but not funny in the way advertisers were before. For a period it seemed like everyone who had a truck had an Isuzu. He looked sleazy and told blatant lies about Isuzu cars and trucks the advertisements contained little to no information on what the cars actually could do.Īnd they worked. He was, by normal standards, everything a spokesman should not be.
PARADIGM SHIFT SERIES
Joe Isuzu was the spokesman for Isuzu cars and trucks in a series of 1980s ads. In hindsight, it’s amazing how accurately they predicted internet humor.
PARADIGM SHIFT FREE
They took the world of advertising from the cliches of the “join the crowd” or “break free from the pack” of the Don Draper era and into the ironic world of contemporary life. Isuzu might not have had the most unique product in the world, but it changed the face of advertising as we know it. Sure, their sound quality was lower, but they were able to provide a higher quality experience to their customers. Sony proved this statement to be flat and one-dimensional with their transistor radio. You’ve probably heard the saying “quality over quantity”. Rebels to society could save up some pocket change, buy themselves a transistor. This made it perfect for the growing counterculture generation. However, it was two things that the previous radios were not - cheap and portable. It was small, cheaply made, and had terrible sound quality. Then, Sony came along with the transistor radio. If you were a wealthy person, you could shell out some money for an RCA or a Zenith and enjoy high-quality radio shows and clear music.
One of the comforts that the growing middle class enjoyed was large, expensive radios. The ’50s were a decade of wealth and prosperity for the U.S. The radio was invented in the late 19th century and soldiers used them to communicate throughout the first world wars. This paradigm shift is so important because it set a precedent for how businesses can handle the growing age of technology.īy the ’60s radios had been around for a while. Transistor RadiosĪ great example of the paradigm shift - perhaps the greatest - is a blast from the past Sony’s introduction of the transistor radio in the late ’50s and early ’60s. This will help you define a paradigm shift. This article will walk you through a couple of examples of companies that introduced a major change and broke the status quo. To be innovative, you have to inspire paradigm shifts in your industry and challenge societal norms.īut what exactly is a paradigm shift in business? There’s no doubt that some of the most successful businesses in the world are the most innovative.
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