Is your product’s weakness actually a hidden strength?

December 19, 2019

The problem

You’ve got a successful product, but there’s that one area you feel just isn’t working. You consider it your product’s weakness. You want to fix it. Where do you start?

Example in practice

A client who runs a theatre company felt his biggest weakness was the size of his theatre.  He wanted to fix that by investing a lot of money into an extension. The concern ran deep enough to permeate into marketing — on print collateral and on his website, he used photos that suggested it was bigger than in reality.

Coincidentally he commissioned us to work on his web presence. We wanted to validate his assumption before making any suggestions, so we interviewed a selection of customers that used the theatre.

The results were telling — they loved the intimate nature of the theatre, it was why many went to his theatre as opposed to larger alternatives.

“There’s not a bad seat”
“I like being close to the action”

That short set of interviews revealed hidden opportunity he could capitalise on and use in his marketing as opposed to the hundreds of thousands he would have spent on the extension.


Before making any drastic changes — however sensible they seem, never shy away from interviewing your customers. The insight gained from asking the right questions can change the course of your product and save (and make) you a fortune.

“After our first call, I knew I wanted to work with you guys, and I couldn’t be happier with how it’s all worked out.”
Clare Stoker
VP, Alliance Bernstein
“Absolutely brilliant! I can't thank you enough for what you have given us.”
Paul Long-Collins
Branch Manager, RSPCA
"You embody the spirit of design thinking, and that’s exactly what we need."
Simon Jones
Research Director, Ipsos Mori
“Produced outstanding work with lasting positive customer feedback.”
Yann Cluchey