You get one shot at a small piece of the customer's memory. Pick who it's for, what you want them to remember and the few things you'll do excellently. Then cut the rest.
You get one shot at a small piece of the customer's memory. Pick who it's for, what you want them to remember and the few things you'll do excellently. Then cut the rest.
Jobs: "This is a very complicated world; it's a very noisy world. And we're not going to get the chance to get people to remember much about us... so we have to be really clear on what we want them to know about us." (1997) Jobs: "Focusing is about saying no." (WWDC, 1997). Later, focus "means saying no to the hundred other good ideas that there are." (Fortune, 2008) Markkula, principle two, Focus: "we must eliminate all of the unimportant opportunities." Ogilvy defined positioning as "what the product does, and who it is for."
