Remove the irritant – Amazon attacks Wrap Rage

We hear a lot of buzz about innovation.  Everyone is trying to create the next iPod. 

But sometimes, the most powerful way to reward current customers and gain new one is not by inventing something new…but instead, by removing an irritant.

Amazon announced on their home page yesterday (I think) that they’re waging war on Wrap Rage.  This is the frustration people experience when they try to open something they’ve bought that has been sealed as though it contained the key to Fort Knox. 

In a letter from Jeff Bezos, the company announces it’s multi-year initiative to create Frustration Free Packaging from Amazon.  (Read the announcement here.  Click on it once to enlarge enough to actually read.)

They go on to announce that they’ve partnered with Fisher-Price to unveil this initiative with the first results of their efforts.

Bloody brilliant.

In addition to waging war on Wrap Rage (who knew it had a name?), they’ve also created a place where customers can upload videos or photos of their own wrap frustrations.

Two big takeaways for all of us:

1. Sometimes the most innovative thing you can do is eliminate something that’s a barrier or problem.
2. When you create an easier, better, faster way — shout it to the world.

What is the biggest frustration your customers experience?  If you don’t know — ask them.  If you do know, why not remove it?