Last year Seth Godin did a presentation to the folks at HP. Apparently, he told them HP wasn't remarkable, and in fact HP didn't have much of a reputation in the market one way or another. I would agree with that. If someone asked me, “What do you think of HP?” My answer would be, “I don't.”

HP seems like the kind of company that would be considered a fore-runner in technology - like Apple, IBM, Microsoft... But although they have a reputation for leading-edge research, not much comes of it when it comes to products. What does HP sell?

Well, there is printers. My father bought an HP LaserJet back in the early-80s and it is still working today. My mother mentioned to me this past Christmas that she is thinking of throwing it out. Is there any market for antique computer components? Would the HP Museum be interested in picking up an original “HP LaserJet II“.

Then there is digital cameras. They make the Photosmart brand.

Computers of course. A niece of mine has an HP desktop.

The iPaq Pocket PC.

They probably make more things. But I've reached the limit of my HP product knowledge.

So, here's some ideas for HP. Free. What I would do if I were in charge of HP.

I would come up with designer printers. Hire a really innovative product designer. There are two target markets for this. (1) Uber-geeks who must have the coolest gadgets out there. If you create an uber-cool printer, they will come. And (2) the fashion-conscious computer owners who want their technology to fit into their home decor. If my office has a “japanese art” theme, is there a way my printer could look like it fits in? Or executive theme? Or stainless-steel theme? Or a glass theme? (A glass see-through printer.... Cool!)

Oh, while I'm on the subject... stop screwing consumers on printer ink cartridges. Make cartridges reusable and refillable. Make them standard across all printer lines. Make them cheaper. Noone enjoys having to fork over $50 for a tiny cartidge of ink - ink has been around for 500 years! $50 is outrageous. Maybe I'm madder at Epson, but still. Stop it.

I would make some really funny commercials for your products. Try something new, something daring. You're a big company and you got the money. Hire a really hip ad agency for your Photosmart camera business, and go out there are set yourself apart from the competition. The problem with HP and camera is that you are not known for cameras. HP = Printers. Canon = Cameras. Minolta = Cameras. You have an inherent disadvantage in the field. So what? Go out there and play with it. Do something different.

Let me ask you this. Why do people who own Apple products love them so much and so vocally? Why does someone with a Sony Wega TV want everyone that comes over to his house knows he owns a Sony? Why do Acura MDX owners spend 20 minutes on a freezing cold day in March hand washing their cars outside?

Because they love love LOVE their products. They LOVE the companies that make them. Does HP make anything people love? If anyone did love their HP product, is there any way to show it? Why don't you cultivate a market for people who love HP. Start a special mailing list. Offer special benefits and incentives. A forum, a web site. Mail a glossy catalog. Give special one-on-one attention to your biggest fans and they will gladly shout their love of HP to everyone they know.

How about opening an HP Store? Sony is doing it. Apple is doing it. Does HP have enough products to support their own retail environment? If you had a steady group of people who loved you, like Apple does, an HP Store would sustain itself. But you don't, at least not yet. But going into the boutique space is not a bad idea.

Develop some amazing and innovative products. Set yourself apart from the competition using cool marketing. Find the people who love your products and/or your company, and spoil them. And let the cycle of profit growth sweep you off your feet...

And then when this all works, HP, you can hire me as a consultant to thank me...