Quotes about Relevance

If you're a marketer who doesn't know how to invent, design, influence, adapt, and ultimately discard products, then you're no longer a marketer. You're deadwood.

This means that when we ramble on and on about how we have the biggest manufacturing plant on the West Coast, our customers don't care. Why? Because that information isn't helping them eat, drink, find a mate, fall in love, build a tribe, experience a deeper sense of meaning, or stockpile weapons in case barbarians start coming over the hill behind our cul-de-sac. So what do customers do when we blast a bunch of noise

Just because a tagline sounds great or a picture on a website grabs the eye, that doesn't mean it helps us enter into our customers' story. In every line of copy we write, we're either serving the customer's story or descending into confusion; we're either making music or making noise.

It bears repeating. The more we talk about the problems our customers experience, the more interest they will have in our brand.

If we want to connect with customers, we have to stop blasting them with noise.

When Apple began filtering their communication to make it simple and relevant, they actually stopped featuring computers in most of their advertising.

If you quote a poem in a sermon today, some people think you are being mushy, but if you quoted one back in the day, people would have felt you were getting to the core of an idea, to the real, whole truth of it.

Unless we identify something our customer wants, they will never feel invited into the story we are telling.

When we start our elevator pitch or keynote address, or when somebody visits our website, they're burning calories to process the information we're sharing. And if we don't say something (and say something quickly) they can use to survive or thrive, they will tune us out.

The key is to make your company's message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.

I couldn't tell the difference between the books they were talking about and their lives, they were just that cool.

One of the great wonders of Christianity is that you were born into your times, to set your times aright.