a healthy level of interactive feedback because that’s generally what it takes to cover all the necessary bases in understanding use cases. Brands once weren’t so shy about showing some skin in order to take in retail impres- sions. But now it’s structured as a more iso- lated framework, reducing opportunities for innovation. Sometimes, we dealers receive as little as two-to-three days notice before a product is publicly announced, barely giving us enough time to prepare outgoing digital promotional assets and e-commerce listings. Reps struggle to get their hands on demo units ahead of stocking ship dates, making it tougher for dealers to proactively get inti- mate with a product in ways that will matter. It’s my belief that many manufacturers overlook the value of retailer input during the early stages of product development. I’m visited by product developers who seek feed- back well after its release, but that doesn’t help anyone. Barriers seem to be in place that thwart the types of communication that should be unfolding much earlier. I’m inclined to think that manufacturers are better off in maintaining a reasonable fear of sticking too much to the playbook. What worked to develop a successful product yesterday won’t necessarily apply in today’s market. CHALLENGES IN THE CURRENT SYSTEM When I have pointed out shortfalls or shared potential improvements to product teams, their responses weren’t, “We discussed it but it didn’t pan out because of ‘XYZ’ constraint.” Typically they seem surprised, indicating it’s the first time someone presented this notion. By the time the meat hits the grocery store it’s too late to ask to inspect the cow. You just have to hope the farm did their part from the start. The unfortunate reality is that opportu- nities for great features are stepped over more often than we acknowledge. It means those products aren’t capturing the full potential reach of their demographic, or perhaps even closing off the opportunity to reach a new, unintended demographic entirely. After all, that’s how Panasonic figured out Technics turntables weren’t just for the audiophiles. If the intention behind creating a short gap between dealer involvement and public release is to protect IP and curtail information leaking early, it’s a strategy that’s proven to be ineffec- tive. In fact, some can argue it actually hurts the dealers’ ability to strategically manage their purchasing interests, inventory backstock and maneuver market conditions. The informa- tion inevitably gets out there regardless and if you doubt me, do a quick Reddit search for news about the DJ controllers to be released
in 2025. If protecting their investment is the manufacturers’ primary intention, I would encourage them to reassess their methods in order to pursue a more effective strategy that binds the dealer-supplier relationship. A CALL TO ACTION My hope here is to embolden the sales reps, the product developers and even the “higher-ups” to think about these missing links. I encourage them to capitalize on what these avenues have to offer. Push off the complacency of sticking to how things are done now and bend a few rules in the interest of bettering the
product’s end design. The right retail partners can help you refine a product’s trajectory if you invite them into the kitchen while the oven is still warming up. Invite outside per- spectives into the inside processes that can help better emulate the application in the real world. Otherwise, I’m likely to just save my breath and tell you that your unsightly baby is actually Gerber-model worthy. MI Cyph Shah is the manager of Astro Audio Video Lighting in Glendale, California. He’s also the lead instructor of the DJ School, Astro Mix Lab, and designs and commissions AVL systems for nightlife, art exhibits, corporate showrooms, sports facilities and live performance venues as Astro AVL’s installation foreman. He’s performed across the country for more than 20 years as a club DJ.
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