One-Hit Wonders Hit it Really Big. Then What Happened?
CareerZOT Talk by Kathy Seaton
They are, in some
ways, part of the
We love them right?
I mean come on,
who didn't sing along
to “Play that Funky
Music,” by Wild
Like entertainers, there are brands
that literally come out of nowhere
and introduce a product that captivates
our minds and taps our wallets.
Like Pet Rocks, Cabbage Patch Kids,
and Rubik's Cube. These companies
reaped the rewards of short term
gains but fell short when it came to
introducing another innovative best
seller into the market.
Further, there are many staple brands
that decided to introduce entirely
new product lines outside of their
realm of expertise. Bic, worldly known
for its pens, came out with a line
of underwear. And then there's
Colgate, a market leader in toothbrushes
and toothpaste, who
introduced a line of kitchen entrees.
These feeble attempts to break out
into new markets undoubtedly didn't
work. Bad decisions like these could
have sent these brands into a
So What Sets Brands and
Businesses Apart from
It comes down to leadership—
leaders who are transformative
visionaries, that drive their companies
to be better, have the ingenuity to tie
product or service innovation to the
demands of the market, and serve
as great brand stewards.
Leaders like these don't try to impress
people, they set out to impact
people. They are deeply devoted
to the business of problem solving.
They build trust and authenticity. And
they rise above their
competitors to influence
buying behaviors and
provide solutions. Companies that
are able to exploit their brand power
markedly build communities of good
customers—those that become
brand ambassadors over time.
Constant and Relevant
Innovation is the Solution.
A great example is Jack Dorsey,
co-founder and CEO of Twitter.
He has systematically created,
monetized, and reinvented a social
media platform based on “status”
that still generates a huge following.
He purposely engages users—and
Twitter has reached over 300 million
active monthly users.
Dorsey said, “Success is never
Innovation is built on perseverance
and the thoughtful leadership that
fosters long-term and compelling
connections with consumers.
Read more at ce.uci.edu/careerzot