The 22 Immutable Laws of Marketing (Book) by
Loading...When we are at these early stages in design . . . often we’ll talk about the story for the product—we’re talking about perception. We’re talking about how you feel about the product, not in a physical sense, but in a perceptual sense.
Former Chief Design Officer of Apple, currently serving as a Chancellor of the Royal College of Art.
People don’t think in terms of information. They think in terms of narratives. But while they focus on the story itself, information comes along for the ride. Stories, then, can act as vessels, carriers that help transmit information to others.
A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.
Focus on benefits, not features! Benefits sell, features don’t. Benefits also help build stories, which customers can relate to. People are wired to see their lives as a narrative, a story to share with others.
This quote is hard to attribute to one particular person as it is a generally accepted piece of advice repeated by many. It is part of the collective wisdom of Wizards of UX!
