You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology.
Steve Jobs

H/T Dave Trott

Focus on the now, and on helping customers worry less

“Why do young men fight in battles? Is it for the long-term future of the country? Is it for the greater glory of your country? Is it for great ideas, like democracy? No, they care about their mates. Their immediate small group – their squad – and not letting them down. That’s why young men and women are prepared to do extraordinary things in battle…

You won’t get people to think about their future concerns – help them to think about their current concerns. Go for the immediate stuff that’s right in front of regular folk … Think about how you can help them worry less about them, give easily achievable goals and bring them on the journey with you”

Jon Leach, strategist (quoted by APG)

Nothing else we can do as marketers even comes close to the impact of creativity on effectiveness

Peter Field, advertising expert