To me, a hard drive is in the same category as a hot water heater or garage door opener. You think about it briefly when buying, then never again until it breaks.
It's a classic 'low-involvement' product, as the marketing pundits say.
So how do you talk about them to customers?
It's interesting to see how Seagate and LaCie approach the issue -- from opposite sides.
Continue reading "How to talk about hard drives: Stories or specs?" »