HP has introduced a new feature in their digital cameras: slimming feature. I have to admit, my first reaction was a laugh with “I can’t believe hp did that…” After pondering about this a bit, I have to ask: who is the target customer for this new camera?

Recently BusinessWeek had a cover story on the Poverty Business. In a world where microloans are drastically improving peoples lives and social structures in developing countries, bigger businesses have discovered a new business model by serving the low-income borrowers with information technologies: opportunity pricing — setting the total price, down payment, and interest rate based on the purchasing ability of the customer. Unfortunately mind-blowing interest rates, coupled with a lack of clarity in terms and conditions is now creating a cycle of debt for many.

So, why do I bring this up? As technology managers and innovators, our purpose defines us and guides our interaction with our target customers, technologies and business models. Which brings up a simple question: what is your purpose, and are your actions aligned to your purpose? How about another one: are you unintentionally exploiting your customer’s vulnerabilities?

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