Inventors Create Many Product Advantages
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Stanford engineer Alan Adler is no stranger to inventing. In fact, his Aerobie Flying Disc (a Frisbee-like disc with a hole in the center) broke the world record for farthest human-thrown object in 2003. Deciding to move away from sporting toys, Adler looked for a way to quickly and easily brew a cup of coffee.
He created the AeroPress, a device that brews the coffee or espresso directly over a mug and then pushes the coffee through a paper filter using a small plunger. All you need to do is add hot water and grounds and you will have a drinkable cup of coffee in about a minute. Clearly the AeroPress has great potential as a quick and uncomplicated way to make brewed coffee. With a retail price of only $30 it is also at a good price compared to other coffee makers.
Adler knew that the ability to make coffee quickly was not enough, however. The coffee made with the AeroPress also needed to be of high quality if it was to compete with instant coffee and drip coffee makers. Adler did some investigation and found that water should be 175 degrees for ideal flavor, about 25 degrees less than most drip makers. Also, the way the water and coffee grounds are mixed in the AeroPress results in considerably less acid content than coffee brewed by conventional methods. These advantages make the AeroPress not just faster, but better than other products currently on the market.
The lesson here is to remember that just one advance over other products is rarely enough. You have to give consumers a clear advantage over the products they currently own or they will be reluctant to switch. By offering several advances at once, Adler greatly increases the AeroPress’s chance for success.
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