Brand Storytelling and Positioning

Scarcity is a form of framing a product. Example: At the Apple store, there’s only one of each product on display. All other inventory is in the back. This creates a sense of scarcity and increases the value of the product.

andrea

How Airbnb found its Purpose and why it’s a good one.

Douglas Atkin medium.com

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thoughts on the creative tensions of Disneyland: between art and commerce, the child vs. the adult, what you can see vs. what’s hidden, and surrendering vs. control.

Austin Kleon • Imagineering

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

Marty Neumier • 3 highlights

amazon.com

Mike Renaud

Who Do You Want Your Customers to Become

Michael Schrage • 6 highlights

amazon.com

Cover of Who Do You Want Your Customers to Become

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if you're insanely talented at something but nobody gets it, it's worth paying someone who's insanely talented at marketing/comms to translate, frame, package that talent into something that people appreciate

Visakan Veerasamy x.com

andrea

Creative Agency | Scout Lab

scoutlab.com

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Fantastic advice, for software builders:

Headline driven development

Here is a simple process for shipping software projects that works. First, decompose the project into a stream1 of headlines. Then pick an aggressive date to ship the first headline and work like hell to meet that date. Have everyone work only on one headline at a time– the

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