Have you ever looked at an iPod and all the things around it that make it a complete product? Actually, don’t, it’s endless. That said, Apple’s vision of the iPod and how it has developed is a great example of whole product marketing.

If you buy an iPod, it comes with ear buds and a cord to plug into your computer, download songs and recharge it – cool – you have the basics.


  • What if you want to listen to all of that great music in your house or in your car?
  • What if you want a way to protect it when you drop it on the ground? (inevitable)
  • What about all the songs you will buy and download into your iTunes store that you need to then manage and sync?

As you can see, just buying an iPod doesn’t put music inside the device nor does it give you all the functionality you want in every situation. What Apple did was to create an ecosystem around the iPod that provides all the functionality we desire!

Many products have the basics to get you started. Whole product thinking starts with the base product and extends the thinking about all the ways the product could be used or what people may want to do with it. Whole product thinking expands revenue opportunities.Imagine a golf course without a clubhouse and food or a movie theater without popcorn and candy.

Do you look at your own products this way and do you have a growth strategy that takes this powerful thinking into consideration?