Don't copy Apple

Apple is great at marketing…

Here’s why you should NOT do what they do:

Apple changed our minds about computers, phones & tablets…

But:

• Changing minds is very expensive.
• Changing minds takes a long time.
• Changing minds might not work.

Great when it works.
Usually doesn’t.

But this always works:

• Giving people what they want.
• Doing so in ways they’ll enjoy.

Everyone wants that.
It’s affordable, quicker, and usually works.

Isn’t that better?