Glossary / Unboxing

Unboxing

The customer's first physical encounter with a product out of its package — a designed moment of first impression, not an afterthought.

Introduced in Chapter 14 — The Right to Compete of Tangibles.

Related terms

• Perceptual map — A chart of how the market perceives competing products across two feature dimensions — reflecting the customer's mind, not the maker's intent.
• Positioning audit — A disciplined check of a product's market position that can catch a doomed concept before significant capital is committed.
• Positioning map — A view of where competing products sit in the customer's mind along the dimensions buyers actually care about — used to find a defensible gap before building.
• Total cost of ownership (TCO) — The full lifetime cost of owning a device — service, logistics, downtime, support — not just its purchase price.