Manifesto
- The best way to create interest is having something worth using
- It's a simple idea but often forgotten. Spending marketing dollars to promote interest in an product, service or message that holds no merit will, at best, foster some awareness but yield little acquisition and nascent conversion. Focus your efforts on the "what" and the "how" will come easily.
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- Brand is unavoidable: you have one if you like it or not
- Do you have a "de facto Brand"? If your company has ever released anything outside the confines of the company's offices, you have a Brand. It is human nature to categorize (and even judge) new concepts and ideas. Every point of consumer contact either reinforces or diminishes perceptions of your company, your methodology, and your message. Start early when you're crafting your Brand - it is the foundation of your customers' opinions.
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- A strong Brand isn't a statement, it's a language
- Many times a company can be hamstrung by the thought, "We are this but not that". In actuality, it is more accurate to say, "We currently do this and in the future we may do that ". Give your Brand room to grow. After all, it is important to remember that the XBox® came from the same company that created Excel®.
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- Don't underestimate the power of attractiveness
- Creating products and services that are easy-to-like are just as important as ones that are easy-to-use. Pong was a brilliantly simple game, yet the game industry didn't stop at two colors and a bouncing rectangle.
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- Match business goals and user objectives
- An offering by your company that a user doesn't need is as useful as a solution that your company doesn't offer. Find how to match a user's need with a business goal.
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