And the key thing to internalise is that the customer does not care about your writing, or about your product. A customer does not buy your product because they like your product. A customer buys your product because they believe it will turn them into a more awesome version of themselves.

This sounds very trite but I assure you that it isn’t. I’ve... See more

To succeed, technology that seeks to remove the friction of our lives (or accomplish tasks with supreme efficiency) must also recognize the unsaid, sometimes irrational reasons we actually use an app or service. These are the unsaid reasons we do what we do, and in an increasingly automated world managed by technology that optimizes for efficiency,... See more

People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or doubt. In contrast, many people who are drawn to buy Macintosh computers or Harley-Davidson motorcycles, for example, don’t need to talk to anyone about which brand to choose. They feel the utmost confidence in their decision and the

... See more

The structure of a market, seen from the customers’ point of view, is very simple: They just need to get things done, as Ted Levitt said. When people find themselves needing to get a job done, they essentially hire products to do that job for them. The marketer’s task is therefore to understand what jobs periodically arise in customers’ lives for... See more