From the NY Times comes an interesting and illuminating piece that identifies a change in the way that computer manufacturers are starting to think.  You can sum it up in a couple of words – start with the end user.

Historically the computer industry has sold itself on technology and the speed increases that inevitably accompany it.  But – as the article points out – very few buyers really care about whether the hard drive spins at 4500rpm or 7200rpm.

The old tradition of flogging 220 different combinations of A.M.D. chips has been traded in and replaced with three categories of PCs: See, Share and Create systems (the designations roughly line up with “good,” better” and “best”). A.M.D.’s 40-page manual that explained its technical wizardry to salespeople has met its demise as well, replaced with a two-page pamphlet.

They’re also looking at adjacent sectors for inspiration:

Intel has dabbled with what it called “use-model marketing,” where computers were aimed at people who wanted to play games or those who wanted entertainment like movies over the gearhead speak of a fact tag. Intel poured money into its Viiv concept, which centered on using computers for entertainment, only to find that it confused consumers who also wanted to use the machines to do work. Intel has since turned elsewhere for answers.

“We have been looking at the automotive industry,” said Ms. Conrad. “Computers have become an emotional purchase like cars. We’re getting very emotional with our marketing and advertising.”

And, like carmakers that spend ages fine-tuning the sound of a slammed door, Dell has focused on the touch and sound of its computers.

The takeaway from this?

1. Understand you customers, and put yourself in their shoes

2. Most problems that you face in your business will have been encountered before by other industries. Look across sectors, rather than within your own, for solutions and inspiration.