Strategy, product, message and channel all begin with a specific person and what they need. Technology, tools and internal opinions come after.
Strategy, product, message and channel all begin with a specific person and what they need. Technology, tools and internal opinions come after.
Jobs: "You've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where you're going to try to sell it." (WWDC, 1997) Mike Markkula's 1977 Apple Marketing Philosophy, principle one, Empathy: "We will truly understand their needs better than any other company." Hopkins: "Don't think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell." Ogilvy: "The consumer isn't a moron; she is your wife." (Confessions of an Advertising Man, 1963)
