A product is usually created to improve people's lives; otherwise, why buy it? I'm no genius, but I am an American, and gosh-darnit, I consume, so I know what I'm talking about.
Describe your product in terms of what it does not in terms of what it is.
A product is not a product unless it sells. Otherwise it is merely a museum piece.
Digital products are, for the most part, services that empower consumers to achieve something that they couldn't do before. Every screen must reflect your value proposition.
People don't go buy GoPro for the thing; they buy it for what the thing does.
It's not a feminizing product; it's designed to make your skin look better.
I look at life through product, and my goal is to impact people and make their lives better.
Technology for technology's sake is not innovation. What we in the industry have to be concerned about is what products do, as opposed to what the processing power is.
I wish I could tell you the recipe for figuring out who the target user is for your product and who your users should be, but... there isn't a recipe. It comes down to think really hard and use your judgement to figure out who you're really building this for.
Every day in America, about 25,000 people buy a quarter-inch drill. But nobody in America wants a quarter-inch drill. What they want are holes.
We all have jobs in our lives that we must get done. We reach out and bring products into our lives to get these jobs done. Marketing is all about asking, 'What job is the customer trying to accomplish?'
What makes our product work is the way we're tightly focused on messaging and being an SMS replacement.
