Don't find customers for your products, find products for your customers.
Most people have been brainwashed into believing that their job is to copyedit the world, not to design it.
I don’t think the shortage of artists has much to do with the innate ability to create or initiate. I think it has to do with believing that it’s possible and acceptable for you to do it. We’ve had these doors open wide for only a decade or so, and most people have been brainwashed into believing that their job is to copyedit the world, not to design it.
When we think of design, we usually imagine things that are chosen because they are designed. Vases or comic books or architecture... It turns out, though, that most of what we make or design is actually aimed at a public that is there for something else. The design is important, but the design is not the point. Call it "public design"... Public design is for individuals who have to fill out our tax form, interact with our website or check into our hotel room despite the way it's designed, not because of it.
You don't win an Olympic gold medal with a few weeks of intensive training. There's no such thing as an overnight opera sensation. Great law firms or design companies don't spring up overnight... Every great company, every great brand, and every great career has been built in exactly the same way: bit by bit, step by step, little by little.
If you're a marketer who doesn't know how to invent, design, influence, adapt, and ultimately discard products, then you're no longer a marketer. You're deadwood.
Market-driven design builds the success of the product's marketing into the product itself.
Taking delight in the journey takes confidence. It pushes the envelope of design.
Marketing is the act of inventing the product. The effort of designing it. The craft of producing it. The art of pricing it. The technique of selling it.
Design is the last great competitive advantage.
When we think about what might go wrong, we're more likely to design something that goes right.
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