By Dennis Burkey

How do the Big Overpriced Club Companies design new clubs?  You will be absolutely shocked to find out.

After you read this, tell me you aren’t mad as can heck!  But the problem is – there is not one thing you can do about it.  Not one.

Here’s how it works –

Step One:  Big Overpriced Club Company Sales Department needs a new design to sell

As sales start to taper off the head of the Sales Department at the Big Overpriced Club Company (let’s just abbreviate it “BOCC”) begs for a new and so-called “improved” model of irons so his salespeople have something “new” to promote and sell.  After all, what golfer is going to buy another set of clubs if they already own the current model.

The design people get busy.  Here’s how the design people think:
“How about a new model iron with a new fangled amalgamated material that looks really different and unique.  That ought to do it.  And let’s keep it very wide soled so it’s easy to hit (just like the irons they make now that these “new” irons are going to replace).  And let’s make sure the center of gravity is kept low so it has really good launch characteristics (like the irons they make right now).  And let’s make sure the center of gravity back away from the face so the clubs are really forgiving (you got it – just like the irons they make now).” 

WOW!  A whole new model is invented!  Should sell like hotcakes and make everybody at the Big Overpriced Club Company (the BOCC) happy.  Especially the president and those pesky stockholders of the BOCC who did not like seeing sales taper off.

Step Two:  Hold on – wait.   Let’s hold off on the new model celebration cocktail parties for just a minute or two

What they do next is beyond absurd! 

They make a modification or two.  Yes, they had a really good design – and frankly, the model it was replacing was already a really good design.  Grossly overpriced – but a good design that was very helpful to golfers. 

Then they make their new design not so good.  They do his intentionally!!

They have to “fix” a couple of things: 1- narrow the sole, 2- move the center of gravity just a bit higher and 3- move the center of gravity just a bit forward.  ALL OF WHICH WILL MAKE THE CLUB HARDER TO HIT!

Why in the world would they do that!
Don’t they want to give golfers the most game-improving clubs as soon as they can?
The answer is a big fat “NO! --- not just yet anyhow”

You may have already figured it out but here’s why-

Step three at the BOCC: don’t make the clubs too good – just yet

We aren’t they only one to figure this out.  We hear it from golfers all the time. 

If the design people take the technology they already know will improve your game and could put it into the “first generation” of these so-called ‘new’ irons, what will they do next year?.  What will they do after that? 

So the design people get together with the sales people at the BOCC.  The design people say they have the newest, latest, most unique, hottest, most incredible material ever that they are building into the new lineup.

Step four: the sales people at the BOCC start their big deal promotional machine

This new design material is hot.  At least that’s what they tell you over and over and over….Golfers buy into it by the bajillions!  The BOCC president is happy.  Those pesky shareholders see sales head up so they are happy.  The design people are happy.  The cocktail parties are back in full swing.

Step five: the Design People at the BOCC get the “new-new” model ready for next year

Actually, they already have next year’s model finished.  At least they already know what it is.  They don’t even have to take their feet off their desks for this one.

They take the model of the so-called “new design” with the hot-as-can-be head compound and make it what it could have been – and what they already knew it should have been - from the start!  They widen the sole, lower the center of gravity, and move the center of gravity back farther from the face.

Step Six: Presto – the newest of the new is now ready

So to get to the design they should (and could) have had last year they make the changes they knew about already!  Then the Sales Department starts the promotion machine all over again.

Golfers are told all about the “latest, newest design” and buy the clubs by the bajillions again.

Here’s the A-B-C wrap-up on how they just put the screws in you (again) and turned them a little tighter

Look at it this way: they have three models of irons.  Please follow carefully and you will make the discovery that the BOCC only wants to get into your wallet.  It just doesn’t care about your golf game.

Here are the three club models:
Model “A” is the current very good, helpful to the golfer design but slowing down in sales.  Model “B” is the latest razzle-dazzle supposedly helpful compound that is designed just like model “A” so that model “B” also would be every bit as forgiving and game improving for the average golfer but with the new compound material.  And model “C” made with the same new razzle-dazzle compound as model “B” but designed not to be so helpful and forgiving – in fact, not as game helpful as the current model “A” irons they already make!

Let’s put you and me in charge of the BOCC –
(Believe me, this is not a job you want)

If you and I were in charge of this BOCC, we would go from model “A” – remember, it has to be replace because sales of it are slowing – to model “B” giving golfers essentially the same very good game improving design - just like model “A” but with the supposedly hot new compound.

Being people with a conscience, you and I would probably think, “Ok, we gave them a “new” iron design – sure it is essentially like our current design but still is just as game improving as our current design (and it is no worse, for sure) and there might, could, maybe, possibly, perhaps be some very tiny increment of help in the new razzle-dazzle compound so the Sales Department has something they can latch onto and exploit.”

But that’s not how the BOCC thinks.  They go from current model “A” – then skip model “B” ( the just as good design that you and I would have gone with), and go on to model “C” (the not nearly as helpful for a golfer, not nearly as forgiving design).

ARE YOU READY FOR WHY THEY DO IT THAT WAY–
So they have something they can come back with next year to sell you as a truly game –improving design

Nest year they will bring out model “B”.

But what about all those poor saps who bought model “C” – a design not as game helpful as the irons the company replaced.  What about all those guys and gals.

Just one word tells what the BOCC thinks about those golfers:

Tough!
But thanks for your money!