Ha, this is cool.

These are very useful tools for companies to use, when they come to a very difficult (rare) situation of their life cycle. Only some companies over the years have been using these kind of tools and this is because it is very difficult for one to be in a position like this. If your company needs these kind of tools, it actually means that

1. Your company is very successful
2. Your products are already everywhere (and every time)
3. You are in Forbes lists (in most cases)
4. You are a billionaire (of course)

But the worst part is that:

5. Your customers have been accidentally tought from you, to expect more and more great products in smaller period times. This leads mathematically to a marketing “boomerang style” collapse.

The cool part is that when these pr or marketing tools are used, no one can recognize them. We all just see some facts happening that for some people are even funny but for most of us are mostly disappointing.

Most people is disappointed because this is a process that you have to correct your mistake, and teach back all your customers to slow down their expectations on you. This seems dump but in fact it is saving your company and sometimes the whole industry.

So the next time Apple will stop an annual conference or announces Beatles new album instead of cloud iTunes or AppleTV app store, be aware that you are expecting too much from them, and they are a little bit of scared to death not to be able to serve you sometime in the future.

Just think about this (Especially you Filip!).

Happy New Year!!!