Magiskt om att glömma

Atlas Copco är ett gigantstort svenskt exportföretag som tillverkar kompressorer och generatorer. Under sin tid på Anderson & Lembke i USA skrev Steve Trygg en annons för företaget. Resultatet blev Atlas Copco:s mest lästa genom tiderna.

Copyn
Rubrik: He forgot.

When we recently asked a customer how his Atlas Copco compressor was running, he said: "Who?"
Now, a 75-ton, six-stage compressor is hard to forget, so we were curious. We prodded him.
"It's that huge blue thing," we said, "with integral gears. They take up less space and are more efficient."
Silence.
"Maybe you remember the dry-faced seals," we said. "We were the first to offer them."
"Nope."
"Our Q-13 gears?"
"Unh-unh."
"The 17-4 ph stainless steel impellers?"
"Not a chance."
We dug deeper and talked faster.
"What about the references? The Swedish company saving 65 million liters of fuel? The New Mexico guys making energy from polluted steam? Don't you recall the sales engineer pointing any of this out?"
"Nope."
After that we gave up. We could have reminded him we have 51 sales companies around the world. And that most customers recover their cost in two years.
But would it have done any good? We doubt it.
"I never hear about our compressor," he said proudly. "It just works. And that's fine with me."
Which is fine with us.

Korta reflektioner
Det finns en självinsikt över den här texten som jag beundrar. Atlas Copco vet att deras kompressorer inte är världens mest intressanta prylar. Det enda som kunden bryr sig om är att den fungerar; var den kommer ifrån eller hur den ser ut är oviktigt. Ändå lyckas Steve Trygg att gripa tag i läsaren och berätta om både produkten och företaget. Varje mening leder till att jag vill läsa nästa. Magiskt.