I’ve been an advocate of author Marty Neumeier’s thinking – but his day in the sun has probably past, I think. You can read about him here. And one of his books I’m going to quote from at slideshare. As with all author’s, I do NOT agree with everything he says. But I’m still a fan-boy. He was the publisher of CRITIQUE magazine.
Anyway. he said in The Brand Gap people need to know three things: “who you are,” “what you do,” and “why I should care.” That’s the basis for a logo, a business card, a website home page — or an ebook cover. You have to answer those questions fast. Pretty simple. The “why I should care” question is the one business people agonize over.
Apple may “think different” – but I think backwards or opposite. Thinking of new ways to do things is a crucial part of who I am. I’m never content with doing something the conventional way if a better way is possible. Unconventional. That is why I put up resistance to ideological fads and trends. They’re suspicious to me. Fast buck shortcuts are usually fairy tale.
Trivial note: Apple’s annual R&D expenditure is much lower than industry standards: 2%. That’s what a low-tech company usually spends – not a high-tech one (more like 4% or more.)
The truth be known, I only ask clients “what they want” to be polite. I usually then show them they’re chasing the wrong butterfly. I’m more diplomatic than that. Sort of. My point was their perspective usually has nothing to do with emotion.
I focus a lot on subconscious cuing. This is called “transparent features” in web speak.
Using fear as a motivator with people’s “lizard brain” doesn’t feel right to me. It’s not life-oriented but death.