Designing products that advertise themselves is a particularly powerful strategy. Steve Jobs and his team realized that seeing others do something makes people more likely to do it themselves. When something is more observable it’s also easier to imitate (as in the case of white Apple earphones or the backlit logo on their computers). Thus a key factor in driving products to catch on is public visibility. If something is built to show, it’s built to grow, or as another famous saying goes: “Monkey see, monkey do”.
Evolution video clip, a clever Trojan Horse for Dove products
The famous “Evolution” video cost only a little over one hundred thousand dollars to make, and got more than 16 million views. It netted Dove hundreds of millions of dollars in exposure. The clip won numerous industry awards and more than tripled the website traffic the company received from Dove’s 2006 Super Bowl ad.
Stories are an important source of cultural learning that help us make sense of the world. At a high level, this learning can be about the rules and standards of a group or society. How should a good employee behave? What does it mean to be a moral person? Or on a more basic level: who’s a good mechanic who won’t overcharge?