People don't know what they want until you show it to them. That's why I never rely on marketing research. Our task is to read things that are not yet on the page.
Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.
Many companies forget what it means to make great products. After initial success, sales and marketing people take over and the product people eventually make their way out.
After all the statistics and calculations are formulated, the one element that breathes life into marketing is good design.
As Regis Mckenna once said, the best marketing is education
When we hire someone, even if they are going to be in marketing, I will have them talk to the design folks and the engineers.
