Planned Obsolescence:
A Plan or a Plot?
By Tom Egelhoff
 When I was a boy, growing up in the mid-west,
I remember hearing my father remarking about many products he
bought, "The salesman told me we'll never have to buy another
one, it'll last a lifetime."
Looking back on those days, Coke bottles were heavier, car
bumpers were so strong we could walk on them and never make a
dent. It seemed everything was "built to last."
Now, in 2004, it seems like everything is built to fail. A
crash in a new 2004 automobile at 5 miles per hour is equivalent
to a house payment or more. Depending on when you bought your
house.
We have disposable razors, plastic coke bottles, disposable
diapers (well, that's ok), disposable cameras and a host of other
items too lengthy to list here. When did it suddenly become OK
with the public to buy more and more of the same product and
failure or breakage is an accepted norm?
For some products it's easy to see that planned obsolescence
is inevitable. I can understand why we might want to buy a product
because of certain improvements or additions. For example, many
people junked their good old dependable black and white televisions
for the new and improved color versions. Computers are obsolete
as soon as they are loaded into the car.
Let's look at four forms of obsolescence.
Technological Obsolescence
Technological obsolescence is another word for the computer
industry. Computer companies are forced to introduce new products
as rapidly as possible to stay ahead of the competition.
Postponed Obsolescence
Do you think Bill Gates and the folks over at Microsoft know
what Windows 2010 looks like? Most people would probably say
yes. Do the auto makers in Detroit know what features will be
on the 2010 cars? Again most people would say yes. Why are they
looking so far ahead? They know you have developed an appetite
for more power, and more speed, and more convenience. They dole
it out in piecemeal, always dangling the carrot just out of reach.
Physical
Obsolescence
Physical obsolescence occurs when the very design of a product
determines its lifespan. Car batteries, nylon stockings and light
bulbs are perfect examples.
Style Obsolescence
This is most common in the fashion industry. Making a perfectly
good piece of clothing seem out of date and forcing the customer
to replace it with current goods. Fashion has often been criticized
because of the waste of buying products that are not really needed.
The fashion industry would counter with, "People want change."
Raise the
price?
In some cases, products are changed and/or discontinued, in
order to justify a higher (more profitable) price.
Consumer
Trust
Customers understand that the only constant in the world is
change. We are a world that demands better and better ways of
doing things. If there was no Henry Ford, there would have been
someone else. Sooner or later we would have had the automobile.
Sooner or later we would fly.
To have obsolescence due to innovation is one thing. To deliberately
design a product to fail is a serious abuse of consumer trust.
Planned obsolescence weakens the bond between customer and business
and makes the customer more distrusting of business.
If you create a product, make the best product possible. Remember
the lesson Japan gave to Detroit several years ago? What was
the result?
Better American cars out of Detroit -- And better products
for all of us from those who saw that lesson taught.
Would
you like Tom Egelhoff to give a keynote speech, seminar or workshop on
planned obsolescence??
Listen
to an interview with
Tom and Entrepreneur Magazine Radio - Click Here!
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following is attached:
©1998-2004 Eagle Marketing PO Box 271 Bozeman, MT 59771-0271
http://www.smalltownmarketing.com - Toll FREE (888) 550-6100
email:tommail@smalltownmarketing.com
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
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