Apple’s halo car
I really enjoyed this piece by John Siracusa about why Apple should continue to make a high-end personal computer (like the Mac Pro) even though it’s not a big seller or hugely profitable. Basically, the Mac Pro is Apple’s halo car:
In the automobile industry, there’s what’s known as a “halo car.” Though you may not know the term, you surely know a few examples. The Corvette is GM’s halo car. Chrysler has the Viper.
The vast, vast majority of people who buy a Chrysler car get something other than a Viper. The same goes for GM buyers and the Corvette. These cars are expensive to develop and maintain. Due to the low sales volumes, most halo cars do not make money for car makers. When Chrysler was recovering from bankruptcy in 2010, it considered selling the Viper product line.
But car companies continue to make halo cars in part because they are great cars, or at least have the potential to be great cars, and when a car company stops caring about making great cars, they lose their identity and credibility…with consumers, with employees, with investors, and with competitors. Halo cars are the difference between being a car company and being a company that sells cars.
Normally I’m not a big fan of advice like “do what big car companies do”, but what Siracusa’s piece demontrates is one of the things that’s problematic about data: there are important things about business and success that you can’t measure. And I would go so far as to say that these unmeasurables are the most important things, the stuff that makes or breaks a business or product or, hell, even a relationship, stuff that you just can’t measure quantitatively, no matter how Big your Data is. (via df)
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