The difference of analysis that a typical stock market analyst makes versus the analysis such as someone Iwata must make is that the analyst will use words like: “Market, Demographic, Genre, etc.” Iwata, and those like him, will use words like: “Customer, individual, accessible, surprise, etc.”
Language is an interesting fingerprint of thought. The language Iwata would use is more geared towards the customer’s context. After all, Nintendo must actually sell products to these people. The analyst does not sell to these people. In fact, the analyst sees himself as a type of angel floating over the masses and doing observations.
It would be as if I were making observations on cattle. “The bulls over there, the younger demographic over there, the cows over there are ready to be milked…” There is no reason for this observer to get inside the cow’s brain. All the observer needs to see is whether the udders of the cow are full and ready to be milked. What the cow is thinking is irrelevant. It is not like the cow has control over its life anyway.
Contrary to industry wisdom, the customers are not cattle. They are not inhuman demographic groups that wander the fields grazing, and mooing. Customers are not udders that fill up with milk ready to be emptied every morning at the farmers’ command. Customers are your equals! They have minds and tastes of their own! They are individuals!
It is rare when an analyst looks at something not from that ‘angel’ viewpoint, when the analyst does not separate himself from the rest of humanity as if on a cloud, and tries to view the customer from the customer’s own eyes without saying, “Ahh, inhuman demographic groups! Customers ready to be milked!” Granted, some company heads do make the mistake of viewing customers this way. Then, they make something like the PlayStation 3. “They will get a second job just so they can have it!” said the Kutaragi.
In a hiccup of the heavens, Michael Pachter actually looked at it from the customer view and used the customer’s prism as equal as his own. He thought the PSP Go was a “rip off”. Well, many customers said exactly the same thing once the price was announced. So it would seem that Mr. Pachter is correct.
We have often wondered what exactly occurs when an analyst tells the truth. Does lightning strike him? Does it signal the beginning of the apocalypse? Now, we know the answer.
When an analyst tells the truth, apparently he must apologize for doing so and change his answer. We can’t have analysts tell the truth in this industry! It must be in their contract or something.
So Pachter apologizes for saying the PSP Go price was a ‘rip off’ and changes it to be ‘competitively priced’. Alas.
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