The Work of Better Pockets

Seth Godin makes an interesting observation about the work of improvement. He says that every coat needs better pockets. This is a universal area for improvement. In other words, there are categories of products or services where there’s a universal area for improvement. When in doubt, make the pockets better.

The Universal Need for Improvement

The work of making things better applies to all sorts of products and services. The need for improvement is universal. For example, think about the categories of clothing, mobile phones, and even social media platforms. They all have areas where a little extra effort can make a big difference.

• When designing clothing, consider the pockets.
• When building a mobile phone, think about the user interface and how it can be more intuitive.
• When creating a social media platform, consider how to make it more engaging and user-friendly.

Beyond Universal Preferences

It's important to note that not all products or services have universal preferences. Some are designed for a specific niche market or target audience. In these cases, the work of improvement might focus on different areas.

The Birkin Bag Example

Seth Godin uses the Birkin bag as an example. It's a luxurious handbag that's not known for its functionality. It's more about status and exclusivity.

• The Birkin bag is a good example of a product where the "pockets" might not be the focus of improvement.
• It is a product designed for a specific market and the work of improvement might focus on things like materials, craftsmanship, and branding.

The Work of Making a Difference

The work of making things better is not always about focusing on universal preferences. Sometimes it’s about understanding your target audience and what they value.

• For example, a business might decide to focus on improving its customer service because that’s what their customers value most.

The Value of Improvement

The work of improvement can have a significant impact on a business. It can lead to increased customer satisfaction, loyalty, and sales. But it's essential to understand that the "pockets" of improvement might vary depending on the product, service, or target audience.

• When you're working on a new product or service, ask yourself: "Where are the pockets that need to be improved?"

The Work of Understanding

The work of understanding your target audience is critical to the success of any product or service. When you know what they value, you can focus your efforts on improving the areas that matter most.

• Think about the work you do. What are the "pockets" that need to be improved?
• If you're providing a service, what can you do to make it better?
• If you're selling a product, how can you improve the customer experience?

The Work of Creating Value

By focusing on the work of improvement, you can create products and services that are more valuable to your customers. This is the essence of good work: to understand what people need and to provide it to them in a way that is better than before.