Best Buy. “We have a situation.”

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Look, I’m no genius.  When I predict things like the trivestiture of Google (gonna happen) or that Best Buy will suffer at the hands of its current CMO  — predicted at the pinnacle of his celebrity – it was just simple brand and marketing logic. Larry Downes’ article in Forbes, on the other hand, is a little bit of a genius. Entitled “Why Best Buy is going out of business…gradually” it is beautifully organized, a story well-told, and emotionally charged. It’s hard to read it without being convinced.  (That said, I don’t agree Best Buy is going down, but the case is compelling.)

What I found striking in Mr. Downes’ article was a not-so-new Web phenomenon that occurred after Thanksgiving when Best Buy could not fulfill some online orders. A situation. Here’s the missive they sent to customers:  

 “Due to overwhelming demand of hot product offerings on BestBuy.com during the November and December time period, we have encountered a situation that has affected redemption of some of our customers’ online orders.”

I was at a start-up not too long ago with some under-cooked technology that fried the night of Beta release.  We were a media darling at the time. The response of our CTO was “Due to extraordinary demand, the servers went down and…”  Turning negatives in to positives might have worked in 2007 but not in 2011.

No doubt ecommerce has reshuffled the 4Ps. Some might argue Ps have been removed. Others might suggest Ps have been added. I’m sticking with 4. Get them all right — you will still encounter situations but you’ll be prepared to deal. Peace!