Case study Logitech

Logitech How did Logitech become the fastest-growing technology company in America? Their mouses (mice?), trackballs, and input devices aren't the best examples of cutting-edge technology coming out of Silicon Valley, certainly.

 And the lack of cutting-edge technology is a key part of their success. Logitech succeeds because management understands that they are in the fashion business. 

The guts of their devices don't change often– but the functionality and style change constantly. Management isn't busy trying to figure out how to innovate a better chip. They are, on the other hand, working frantically to create a better user experience. 

For the frequent user, the impact of a cooler, better, easier-to-use input device is profound–so profound that many users are happy to proselytize to their peers. More sneezing of a Purple Cow. Logitech doesn't crave more advertising. They crave more remarkable products. That's what their customers want to buy

( di ambil dari buku seth godin The Purple Cow)