The Power of Presentation

The Christmas tree was gone, the wreaths were put away, and the assorted knick-knacks that make their yearly pilgrimage to my living room were back gathering dust in the attic. What to do now?

Well of course I had to set up my Christmas gift, the Apple TV. As I began opening the box I was amazed at the quality of packaging and presentation that occurs with every Apple product I purchase. Each product has a symmetry and precision to it that is both remarkable and exciting.

As I was opening and taking apart power cords and reading through instructions it made me think of how nice it is to receive a high performing product and to also receive it in a well thought out presentation. I know many times in my business activities, (I’ve been guilty as well), there is a great deal of time spent on the quality of the output but little effort spent on the packaging or overall presentation. It’s analogous to shelling out $10,000 for a beautiful, precise time instrument (i.e. Rolex) for your best friend and then putting it in a brown-paper bag with a bow on top. How many times, particularly, in the professional services industry do we work day and night on a white-paper, strategic assessment, or new version of software and then the big-day, the day of presentation arrives, and the “wrapper” for that product / service is an after thought?

With Apple, do to the quality of their presentation plus the product itself I’ve developed a dual affinity. This dual affinity is centered in confidence that the product will work as specified but also in the excitement of how I will receive and “discover” that product. This discovery process is putting your best foot forward and is the opportunity to WOW them.

In business, most any company or individual service provider could take notes from Apple regarding how to expertly present a product. What are your thoughts? Do you have experience with good and or bad packaging and the impact on your overall experience?