Choice. It’s a good thing, right? For years, we’ve been told that choice and mass personalization via digital transformation of business would create would lead to a step change in consumer satisfaction. Not so much.
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Last week, Travis Kalanick announced his resignation from Uber, the firm he started and one of Silicon Valley's magical unicorns. Having disrupted the taxi and car service industry in cities around the world, Kalanick somehow managed to disrupt his own company, angering investors, customers, drivers and municipalities to the point that #deleteuber had a real impact on the company's business. And in his tale is warning about mixing brand and the cult of personality.
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The Lincoln Motor Company, maker of the car service stalwarts Town Car and Navigator, is doing something few in the automotive industry have been able to figure out: use brand as a guide for developing services that meet the needs of its future customers. The resulting services turn buying a Lincoln from buying a car to buying into a lifestyle.
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Uber's redesign is the latest example of companies designing for themselves, not for their users.
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