Jan Linden and I had the privilege of hosting a group of students looking to learn about entrepreneurship at the GIPS office last Friday. One of the key lessons I hoped they would take away was that you should always be trying to design products which meet a real customer need. It sounds simple, but it is so easy for a company, especially one lead by super smart engineers, to launch products which sound great in theory, but which have little practical value.

I was reminded of my lesson the following night when I witnessed the most ridiculous infomercial since the Snuggie was unleashed upon an unsuspecting public. The ShoeDini- it’s a shoehorn…on a stick!

Not only did this commercial completely mesmerize all the patrons of bar I was in at the time, but it made me reconsider my statement from the day before. Sometimes products fit into a second category in which limitations are overcome when good (or just outrageous) marketing creates a need where none exists. I had no idea I was endangering my back every time I put on or removed my shoes! For my whole life I have been bending over like a sucker. But no longer!

Sunday night, the lesson was taken one step further. Since I refuse to support any endeavor which recognizes the acting accomplishments of Sandra Bullock, I did not have the privilege of seeing the new iPad commercial during the Academy Awards ceremony.

As I see it, the iPad fits into a third or fourth possible category. Category 3, as I have discussed before, is when a product doesn’t pretend to solve a problem, nor create one that never existed. Sometimes it can get by just because it is “cool”. When I ask people what I would do with the iPad, and they tell me I would be doing things I already do, just on a neater device, I start to believe the iPad fits in this “ain’t it cool” category. However, it is possible the iPad will attain a status rarely achieved by a consumer product. Once in a while, a product totally transcends market boundaries and definitions by making us reconsider our very habits and assumptions. Like prisoners emerging from the Platonic cave, we are confronted with a new reality in which the old way of doing things is completely obsolete, and we are presented with seemingly endless possibilities. I am willing to admit there is a small chance the iPad will fit into this fourth category. There is a chance that I am incredibly shortsighted, and Apple is not just trying to ram an oversized iPod Touch down consumers’ throats. For now, though, I am willing to stick to my belief that we are expected to buy it just because it is cool.

I think the larger lesson here is that reaching for the fourth category takes guts, and is what every business or entrepreneur should strive for. However, it is probably a wise bet to focus on the first option. Category 2 might work, but you run the risk of being a late night infomercial joke. And only once you have built up enough cache with the right kind of audience (café sitting, fixed-gear bike owners, I am looking at you) can you even hope to be included in Category 3.