What Google and Apple did very well with their own product launches was focus on the amazing things that the innovation enabled the consumer to do, not on the specific technical features. When we set out to communicate the benefits of the new Apple Watch Nike+, we needed to resist the temptation to focus on all the exciting things that the watch

... See more

Follow-up emails and social push notifications should deliver actions that create customer value instead of trying to “educate” your customer on the product. Show don’t tell.