This Is Marketing: You Can't Be Seen Until You Learn to See

The other way to read this is: always be wrong.

The very existence of a fancier alternative degraded their experience at their former favorite.

The essence of political change is almost always cultural change, and the culture changes horizontally. Person to person. Us to us.

Experts Exchange created profit via frustration.

We’re not so much interested in features as we are in the emotions that those features evoke.

Good stories:

we can change someone on an emotional level.

“I made this” is a very different statement than, “What do you want?”

What if, instead, we seek advice? Seek it like this: “I made something that I like, that I thought you’d like. How’d I do? What advice do you have for how I could make it fit your worldview more closely?”

Along the way, Joel discovered that creating a better product meant treating different people differently, telling stories to each constituency that matched its worldview and needs.