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)

You can lure people by arousing their curiosity, but the best way to keep them interested is to offer them something different.

Jurgen Wolff, scriptwriter

You need to make it clear quickly what is different and better about what you are offering.

Jurgen Wolff, script writer

Remind people our brands exist and are good. Build positive associations. Make people feel something.

Contagious

You have to make more noise than anybody else.

Emmeline Pankhurst, suffragette

Fame is an unequaled business advantage … There are many ways to achieve fame. Advertising is the only one you can buy your way into.

Bob Hoffman, author ‘advertising for skeptics’