Over the last several days, I have been seeking input on my approach to redesigning the Insignia website. I am basing our approach to the redesign on one core belief – that the employees and consumers of Insignia care deeply about the success of the brand and will lend their unique talents and perspective for the betterment of the brand. The events of the last couple of days have only solidified that view.
First of all, thank you to everyone who contacted me, publicly or privately, and offered me their perspective and support. In total, the number was small, but the impact was more far reaching than you can imagine. I encourage you to stay connected with the dialogue as I believe this is only the beginning. We are on a long journey.
Second, I’d like to thank Hanson, Inc., our digital agency, who took a huge leap with us today. I took the liberty of putting Hanson in front of people they had never met before and who's sole job was to provide input, critique and ask tough questions. They performed admirably. Embracing Open Principles is hard because first you have to make yourself vulnerable. This takes courage and trust. I think we have both now!
So, here’s what I’ve learned over the last three days:
- There are a lot of people who care about Insignia and our work on the website. They mostly came from unexpected places.
- Our vision is aggressive but necessary. Personally, I think this gets the most people excited while also making the most people nervous. With such an aggressive agenda, I become concerned with meeting expectations.
- Our culture will allow great things to happen. I'm convinced that this could not happen at most large companies.
- There is much to be done. I was impressed with the diversity of views. I was also impressed by the demand for a consumer electronics brand that would embrace the values of the community.
- The core issue, from a branding perspective down to technical implementation, is how transparent we make the relationship between Insignia and Best Buy. If we want to be transparent and authentic, which I think you have to be online, I don’t think we should try to hide this relationship.
- Based on the answer to the above question, what customer benefits are delivered on the Insignia site vs. Best Buy? For example, if Insignia is clearly a Best Buy brand, would we offer comparison shopping on the Insignia site or leave that to Best Buy and focus more on community and customer support at Insignia?
Given all of these learnings, here’s what I’d like your perspective on today. If Insignia is a brand that listens to its customers and openly embraces its community utilizing Open Principles, what is the best way for Insignia to signal that to its customers through its website?
That’s all for now. Thank you again and I look forward to continuing the journey.