in the realm of marketing, the essence cleanse is an approach that aims for a very clean and simple presentation of your company’s values and brand. The essence cleanse makes sure that, when people come to your website, they have a clear and concise understanding of what you stand for.
It will make sure that people know what you do for them; it will ensure that you are associated with exactly one thing; it will ensure that you are associated with your core competencies only; it will ensure that you are presented in a way which is clear and comprehensible to everyone.
Think of the essence cleanse as having an identity-free corporate logo and set of colours, or as having an “I O” at the beginning or end of your website, or as having a “green” colour scheme chosen by your company.
Before you can get to market and make money, you need to understand what makes your product great. You need to understand your value proposition and the market’s response to your product (which is the most important part of this part).
Before you can really start making money, you have to find ways of communicating that value. That’s a lot of work and it will take time (and lots of mistakes). If you don’t get started right away, it will be a lost opportunity.
One way people do this is by creating an essence cleanse — a list of qualities that define your product. A cleanse is just what it sounds like — an essential list. It should highlight the qualities that all products should have in order to be great, but they shouldn’t have in the same way because they are all different and both good and bad in different contexts.
The essence cleanse is one way of doing this — but there are many other ways. It can be a spreadsheet. It can be your company values or vision statement or mission statement (for example, we wrote about how best practices for companies trying to communicate their values). And it could even be a group or community on social media where people discuss their ideas about leaders, roles & responsibilities in the company and their ideas for products or features which would help build those things into the company culture (and maybe even improve the quality of life for employees).
But whatever you do, make sure there isn’t one place where everyone agrees on everything: not yet anyway! In fact, I don’t think there should ever be more than one essential quality in a cleanse at any given time; but if everyone agrees on every single thing then I think it has gone too far!
The essence cleanse is a technique that helps you understand yourself and your environment. It is a way to learn about yourself and your environment. The essence cleanse can help you discover what works for you, in this case, the most important part of being human. The essence cleanse is a process that helps individuals find out what their best habits are, and then re-create them in their own lives.
“Essence” is an old term used by traditional Chinese medicine practitioners to describe the “constant actions” (or “Qi”), which keep us going through life. Qi can be thought of as “energy” or “life force”. We all have it circulating in our bodies at all times, but how much is actually active? What does it do during the day? How does it change during sleep/wake cycles? What are its effects on our health – overall or specific? These questions involve understanding both yourself and your surroundings – your environment – so essential steps in understanding yourself can be taken with some meditation.
This month we will explore using essence cleaning to improve one’s natural state of mind and body at any time of the day or night. Each month we will introduce a new element of this process using classic Chinese medical terminology. Some elements you might find interesting:
Essence cleanses identify our fundamental nature
Essence cleanses are like an essential oil diffuser that can be used at any time of the day or night to refresh ourselves with a simple scent from nature
Essence cleanses help us identify our basic nature (Tai Chi)
What is essence cleanse?
Essence cleanse is a very simple, yet effective tool for cleaning up your products to make them more marketable. A perfect example of the kind of things you can do with it:
Demo (demos often show up on product launch days):
Demo 1: http://www.opensourceapps.com/essences-cleanse-demo/
Demo 2: http://www.opensourceapps.com/essences-cleanse/
Presale (pricing and demo will be announced before the product goes live):
Presale 1: http://www.opensourceapps.com/essences-cleanse-pricing-and-demos/
Presale 2: http://www.opensourceapps.com/essences-cleanse/
Cleanse is a word which refers to the purification of something that has gone bad or become corrupted. Usually, it refers to what we do to cleanse ourselves, but even in this context, it is a connotation of purifying something bad as opposed to making something good.
The term “essence cleanse” has been around for a while, but I don’t think anyone makes a big deal about it unless you are trying to sell a product on the back of it (not so much in the indie software scene). There are some general guidelines here, and if you have the time and the money I highly recommend reading this post by Adam Seidel (also known as @sailor_buddha).
I keep coming back to these two points:
• If your product needs cleansing — do it. If you want people to use it — put some effort into making that happen.
• If your product works well enough — you need not be concerned about your essence. If you want people to use your product well enough — you need to be concerned about your essence.
Essence should not mean either: “I am good at what I do” or “I love what I do” — as both of those are true statements and neither one means anything without context. You should still be able to take pride in what you do and also be proud of yourself for doing it well (given time and effort). This is why there are so many different types of reviews out there from different sources: there are those who love their work, those who hate their work, those who find themselves doing work they love but have no idea how they came up with it…. etc. That is just natural human variability after all!
Cleaning your products is a crucial, but often overlooked part of the product development process.
Cleanness is important because it makes your products more attractive to potential users and more appealing to customers, who are willing to pay for something they are convinced will give them value. In some cases, the definition of cleanness is simple: “leak free” (a common rule of thumb among engineers, but one that can be misleading). Cleanness depends on several factors:
• Leakage: If there are any sources of leakage in a product, it won’t be as clean as it could be.
• Pressure: The more pressure on a product, the lower its quality. For example, if a product has to endure constant use by users under pressure from an upstream software vendor (who can force changes on the product), then it will be less clean than if the pressure comes from an internal user who feels compelled to use the product (and might even find other uses for it).
• Screws: A loose screw can work its way inside a product and cause damage — or worse — when tightened too tightly.
The definition of “clean” is also important because there are different levels at which you should treat different parts of a product — depending on how much time you have available and what you want to achieve with each update. For example, you might want to keep your app clean as long as possible (but not so clean that people get sick), or you might want to keep it as clean as possible right up until launch day. If you try and do both very often (instead of focusing on one thing), then this becomes difficult — and gives rise to the commonly-held belief that “cleanness is overrated” or “there is no such thing as too clean”.
In short summary terms, here are some rules we follow at PTC:
• If something gets leaked in our app that isn’t already there, we should fix it before moving on.
• We should always strive for good press coverage by industry publications about our products or services; this will increase awareness about them and make them more valuable for our company down the road. This can also allow us to introduce new features more easily by simply talking about them in the press releases before launch day! When we get press coverage from mainstream publications like MacTech Magazine , TechCrunch , AppleInsider , C
What’s the point of cleanse if it doesn’t get rid of something?
It is important to keep in mind that cleanse is not a one-size-fits-all solution. This is like cleanse cleansing, but that’s not really the same thing, because the purpose of cleaning is different. Cleanse cleanses your essence; essence is who you are. It’s like cleaning your house, but without the clutter and with less laundry.
Cleanse cleanses your essence in order to reveal the true you; essence cleanse allows you to see clearly into who you are. If you want to eat fancy food, there can be little doubt that this will make you look smarter. But if you want to eat fancy food and still gain weight, then maybe that won’t work out so well for you either (although if you know exactly what it is that makes me fat (not eating much), maybe it will). There are many permutations of this principle — some people go for one diet type or another (e.g., no carbs for a week and then back on them forever) — but the core idea remains constant: cleansing our essences unlocks our most valuable abilities and abilities that were previously hidden from us.
The essence cleanse is a popular, but wrong, method of “cleaning” (or purging) your mind of thoughts and doubts that might get in the way of you reaching your goals and staying on track. This can be done by merely writing about them, thinking about them, and so on. I performed the cleanse myself many times — once just for fun.
I can tell you that this doesn’t work at all: it only makes them worse. It will not help you focus or clear your mind; it will not make you think more clearly or more objectively or be able to set goals more efficiently; it will not help in any way to change your behavior or emotions toward what you want to achieve (beyond making sure that such things are not getting in the way of being productive). In other words, this is a technique that is dangerous if used improperly.
Simply put: if something comes up in your head but you don’t write about it because it’s boring, that is a good sign that there are no thoughts worth writing about in your head and thus no reason to write them down.
In essence cleanse, I am arguing that you should not focus your energy on trying to get to market and market share in a short fast time frame. Rather, you should do the opposite: spend your energy on perfecting your product while building a loyal following around it. And this takes a lot of time and energy.
Essence cleanse is an international beauty brand which exists to create the best skin care products in the world. They call it “essence cleanse” because they think it is best for everyone. In its current state, the brand is focused on creating quality skin care products at reasonable prices for use by people all over the world (and here are some of their products). The company has been growing steadily for several years now — it was founded in 2007 — and has global distribution through its own retail network as well as through resellers (including Sephora). Currently, they have approximately 50 employees worldwide, with offices in South Africa, Canada and Europe.
But these are just trends; the point of essence cleanse is not to get traction on day one via sales or any other means; rather, it’s about building up a loyal following of users who will use and love their products because they are good value for money. The last thing you want them doing at launch is buying into that line of thinking: “oh this really nice looking product but I can’t afford it!”
Recently, there has been a lot of discussion about cleanse vs. essence — and to some degree, these are two different concepts. However, they are not different in their essential nature — although perhaps in the way we use them.
Essence is the most basic form of cleanse: a combination of tools that promote a clean internal state (mental & emotional), and a clean external state (physical). These tools include a relatively small group of apps that have been designed and developed specifically for this purpose. In contrast, cleanse is generally considered to be something more broad and robust (in terms of time spent on it as well as number and breadth of applications) — but usually not necessarily something that promotes better mental & emotional health or clarity-of-mind around what you do on an everyday basis.
One thing leads to another and I don’t know where it will lead…
Cleanse is often used in the context of “mental” health, as people can say things in their heads that aren’t helpful or accurate about themselves or others. Cleanse can also refer to “emotional” health, such as avoiding situations which are distressing or upsetting. Cleanse can also refer to “physical” health, such as eating food which is somewhat healthy but not quite healthy enough: one should still be mindful of what they eat and avoid foods with emotional triggers (such as starchy snacks which are high in refined sugars) while avoiding highly processed foods that may have unnatural ingredients (such as soy).
It sounds contradictory but there’s no right way to use this cleanser-essence combo — so let me just start by saying that essence cleanse is something you use when you want to become your best self. This cleanser stage takes place within your physical self; whereas essence cleanse takes place within your mental self. These stages occur at different points throughout our lives and behaviors — depending on our personality type, upbringing, habits & routines etc., we need different cleansers from birth onwards; none of us would be any good at our jobs if we didn’t take care of ourselves physically & mentally during our youth — so why shouldn’t we do the same for ourselves during our 20s?
In fact I am convinced that it is much easier for us because we know what is going on with the physical body first; we are familiar with its needs before so many people get stuck with the mental
This article was first published in the May/June 2012 issue of TechCrunch.
The last few years have seen the rise of a new breed of startups — ones that do not need to raise millions, or even tens of millions, to get their product onto the market. One such startup is CleanMyMac.io. They are a team of product designers and developers who have built a site that allows users to cleanse their Macs by either deleting unnecessary applications and files, or by removing unwanted data from the hard drive.
This requires some heavy lifting on the part of users: cleaning up their system files often involves removing dozens (if not hundreds) of programs that are not essential for normal operation.
But CleanMyMac.io’s approach is to allow users to set up auto-updates so their Mac does the work for them — automatically deleting old programs, removing outdated data and fixing any problems that arise in OS X 10.12 El Capitan (the current OS). The implication here is clear: you don’t need any expertise at all to run your Mac, but if you want to help maintain it then you will want to make sure it stays clean for as long as possible.
Since its launch in late 2011, CleanMyMac has been praised by Apple as providing “an easy-to-use way to keep your Mac running like new” and has been featured in Apple marketing material as well as articles written by news outlets such as CNET , Time Magazine and Bloomberg Businessweek . Their efforts have also lived up to expectations, with the company reported by iMore as “expectedly doing well” . They surpassed its initial funding goal in a matter of days using Kickstarter (which also allowed them to sell premium features such as an iCloud Drive extension). It’s a smart move on their part: bringing pre-existing customers into their fold aims both at building loyalty and increasing revenue per customer (a notion which makes sense given that CleanMyMac charges an annual membership fee).
The thing is though: they aren’t going after Apple , they aren’t even speaking directly at Apple . In fact they are planning on hitting up Google , Microsoft , Microsoft Office 365 and just about any other software vendor out there (with an eye towards getting into enterprise solutions). What they are trying to do is carve out a niche for themselves with existing customers who already know what they like so much — old school Macintosh users
As any good marketer will tell you, the essence of marketing is about building a bridge between perception and action. There are many ways to do this. This post is a collection of four different types of bridge:
1) An easy way to do it is to say that your product is awesome, so you should share it with people. If people don’t have time for it, there’s no harm in leaving them out (or providing them a different interface).
2) Another way is to make people feel like they can become “awesome” by using your product. The best example here has to be Twitter; this was just such an amazing thing that people fell in love with it and wanted to use it themselves (which they did, over and over again).
3) The third is to build a compelling story around what makes your product awesome. If you know your product or service well enough, you can make an entertaining story out of how it works or what it does. This also makes sense if you want people who don’t know much about the market (or are too busy) to understand why your product has become successful — and leads on another bridge into the next phase:
4) The last one I will mention here is “educating people on how their value works and what the real benefits are for using your great product”. If someone doesn’t get the value from your app or service, educate them on why they should — even if they haven’t used your app before! This sort of instruction follows from #3 above as well as #2 above (but without making fun of us for having tried something we didn’t think would work). It also helps if you can talk casually with someone about their situation who already knows how their particular problem fits into the market (which often makes sense since they have already solved their own problem day-to-day).
It may seem obvious now but there was no way we were going to create a simple yet delightful experience and end up being able sell our solutions directly — especially not when we considered how many products out there would do exactly that! None of us had ever done anything like this before so we had no idea where we were going or what kind of results we could expect. So let me give you some advice:
1) If you are selling a subscription model then try not to break users for free trials — at least
When I was a kid, we had to buy a yearly subscription to the local newspaper. The price was $1 per week, which didn’t seem like much at the time but eventually became a significant chunk of my family’s budget and caused us to get an annual paper delivered every week (or every other week if we were lucky enough to have cable).
As I got older and moved away from being an active consumer of print media, I started reading magazines online instead. It became clear that not only could I get most of my reading done on my phone or tablet but that I could also read magazines in more detail than just the magazine cover. My local ads for them were usually few and far between, but their content was better quality than what you could find on the cheap newsstands in New York City.
One of the best things about digital magazines is that they are often all about one topic: product innovation. There is little need for advertising as sales models don’t require it (eg Apple vs. Samsung). A recent article on tech blogs noted that there are more magazine-like publications for startups than traditional media outlets (aka newspapers) — though none are free! There is certainly an argument to be made for giving up advertising revenue in favor of user-revenue, but who knows if we will ever make it back?
A key question is what type of ads you should place in these publications (or online platforms) — ones that complement their editorial content, or ones that stand out from it? What would you do if you were given a choice between two different products? Which one would you prefer? Can you change your mind about which one does more good? Given all this data on reader preferences, can we actually influence readers and create social proof for our products?
As much as we might want to be able to say “yes” when asked this question by investors or potential customers, there is little evidence that we can actually change people’s minds — at least not quickly enough! So unless we have data showing some significant shift in readership preference over time, it might be prudent to avoid non-value-adding ads altogether. You don’t add value by making people feel worse about themselves; so why show them ads they won’t click on? Of course, there will always be those who will never change their minds because they won’t read at all; so