Don’t start with what you want people to do. Start with what people want to do.
Dave Trott, advertising legend
Tag: empathy
My advertising concept for Bic pens
Marketing: think about the people, people :-)
“We spend so much time thinking about how marketing works, and how direct mail works, and how social media works, we’ve taken our eye off a more important question: how do people work?”
Rory Sutherland, creative industry legend
The customer’s perception is your reality.
Kate Zabriskie, learning & development expert
The earth has music for those who listen.
William Shakespeare
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)
Understanding human needs is half the job of meeting them
Adlai E Jr Stevenson, American Diplomat
Do we know what drives our customers?
“Nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.”
Bill Bernbach, advertising legend
There is only one space that matters [in communications]. The space between the customer’s ears
Sir John Hegarty, advertising legend
Bite-Sized Marcomms 