Michael Lissack
In the software world, API-first companies like Stripe and Twilio have built billion-dollar businesses by isolating specific functionalities— payment processing and communication capabilities respectively—and making them available as modular components that developers can easily integrate into their applications. By focusing exclusively on these spe- cialized functions and making them highly reliable and easy to imple- ment, these companies created enormous value without ever developing a consumer-facing product. IKEA succeeded in rearranging the building blocks. The quality of “making deliveries” was separated from the delivery van. The quality of “assembly required” was separated from “sell a complete product.” These qualities are examples of that mysterious component “functionality.” Sony recognized a style functionality when it began to market 20 different models of Walkman each year. Swatch recognized a similar style functionality and markets hundreds of different watches each year (these even have the exact same movements). The fact that people will queue solely for the privilege of buying these products is evidence that style is valuable. Today, this concept has expanded through digital platforms that enable near-infinite customization with minimal production changes. Nike’s By You program allows customers to design personalized shoes by recombining color, material, and design elements through a digital interface, while the underlying production process remains standardized. This separation of “design functionality” from “production functionality” creates customization without manufacturing complexity. Similarly, platforms like Spotify have separated the functionality of music discovery from music ownership, playlist creation from radio programming, and personal preferences from social listening—allowing these components to be recombined in ways that create personalized experiences at scale. But style is easy. The entire fashion industry is built around the idea that we will recognize and give value to style functionality. Designers go one step further. They often recognize that their very names can create
110
Made with FlippingBook. PDF to flipbook with ease