In many situations, such as the development of a contemporary marketing campaign or the birth of a new business model, there’s a decrease in effectiveness as a function of the number of people who copy that approach. I’m calling this phenomenon ‘anti-network effects’.
Contrary to popular belief, it’s not to make your life comfortable, it’s not to enrich your shareholders and it’s not to employ a lot of people. (Yes, companies do actually need to have social responsibility.)
Give people what they want not what they need (or what you think they need). If you can find a way to mix the 2 go for that. Always be ethical and don’t optimize profit by selling horseshit even if they want it, if you can’t get informed consent. You have a responsibility to make stuff people love but also to make their lives better and that starts by being honest.
‘‘Vision, can cast a blanket of false certainty over assumptions that are flawed.
The longer we focus on our vision, the heavier that blanket becomes and the harder it becomes to see the truth underneath. Which is why innovation almost always progresses by the death and not the evolution of the incumbents.’’
A brand’s value is: how much extra people will pay, how often they choose you, if and what they’ll tell their friends about it, the expectations they have, the promises you’ve made, the memories, the stories and relationships of one brand over the alternatives.