Getting in Sync (and I don’t mean the band)

2025-06-27 12:45:05

Here's a question I hear almost every day:

Hello, my name is [insert name here], and I'm looking for a price quote. Right now, we use CDs to distribute our content—like digital catalogs, music, and software—and we're thinking of switching to USB drives. We don’t have a specific budget in mind, but we currently pay about $1 to $2 for CDs. Do you have something in the same price range?

The answer is not just "no"—it's actually the wrong question to ask. The real question should be:

How can I change the way I do things so that when I buy USB drives, I get the most value out of my investment?

In short, if your approach is off, even a $2 USB drive won’t help. You need to align your promotion, product launch, or campaign with the tools you’re using. A custom USB drive isn't just a Storage device—it’s a marketing tool. You wouldn’t use a screwdriver to hang a picture, nor would you use a garden hose to bathe a baby. So why do so many people try to use a USB drive as a direct replacement for a CD?

In his book Meatball Sunday, Seth Godin explains how companies can only benefit from new marketing methods—like blogs, social media, or viral campaigns—if they adjust their entire organization to support those strategies. The same applies to USB drives. If you're just trying to replace CDs with USBs, you’ll never make it work. They’ll never be cheap enough to compete directly.

Here’s what a USB drive can do that a CD cannot (and don’t get me wrong—CDs still have their place, they just serve a different purpose):

  1. USB drives are reusable—you can copy files, delete them, and copy them again.
  2. You can turn them into any 2D or 3D object, like a teddy bear, keychain, or even a phone case.
  3. They are super portable—some are smaller than an inch long and fit on your keychain.
  4. You can run software directly from a USB drive and save data right onto it.
  5. They stay useful beyond the initial purpose—meaning the person who gets it will actually use it, not just throw it away.

Before you jump into buying custom USB drives, take a step back and think about how you can best leverage this powerful tool. If you're unsure where to start, feel free to reach out—I’m always happy to share ideas and help you find the right strategy. No charge, no pressure, just real advice.

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