Do you know what? I really don’t like that shade of blue today, can we make it 3 pixels lighter?
Customers really don’t care about your brand.
Or your extensive research.
Or your targeted direct mail campaign.
Well, 89% don’t, which may as well be all of them.
The only thing you need to remember is that the most important thing is too make your advertising memorable.
Remember – the first place your customer sees your advertising, is alongside dozens of other brands in the newspaper, or on the doorstep of their home.
Your first priority is to get them to notice you.
The only way you do that, is to make your creative memorable.
The creative idea has to be the most important part.
Not the data, or the sales analysis, or the channel you’ve chosen.
I have tried to explain this to managing directors, marketing executives, operational leads, sales executives and any number of very important people, for many, many years.
None of them listen.
They’re more concerned with the fact that they don’t like that particular shade of blue.
Or that picture just doesn’t communicate value.
Or that the design isn’t the right balance between masculine and feminine, whatever the hell that even means.
Or the logo isn’t big enough.
Or there’s too much white space.
Or that picture is just too many millimetres to the left and it’s a critical business need, to move it to the right, just a little.
What I’ve deduced over the years, is that running a company is hard – it’s really difficult to motivate your buying teams to purchase goods that your customers want to buy, at the right price, quantity and with the perfect profit margin, or to motivate your sales staff to recruit more customers, or to sell more of your goods.
It’s far simpler to concentrate on tiny, easy to change details that have absolutely no connection with actual sales success, but give you the illusion that you’ve made some really important business decisions today.
Continuing the trend of leeching borrowing off Gruber’s ideas, his assessment of the iPad chimed with my thoughts as well.
Computers. Gruber thinks he’s seen the future of computers, and it is the iPad. “It’s really, really good,” he gushed. If you are sitting on a couch and you need a computer, most people are going to reach for the iPad, not the MacBook Pro. And that puts Apple into uncharted territory. For the first time since the original Mac replaced the Apple II, it has two overlapping computer products. And although it took a few years for the corpse to grow cold, the Apple II basically died the day the Mac arrived.
A very insighful observation which I think speaks of the future, not the present.
As Gruber points out, this is the same situation all those years ago when the Mac and the Apple II were side by side. The Apple II back then was the serious workhorse computer and the Mac was the novelty, the weird computer people didn’t take seriously.
The big difference now however is the iPad rides on the back of the success and investment of the iPhone. The AppStore and all its developers are primed and ready to launch the iPad with apps that just weren’t there when the Mac was released.
The Mac was an eventual success, the iPad with its thousands of apps? you get the idea.
I firmly believe that my children will be using the descendants of the iPad in their Graphic Design jobs, with fully envisaged multi-touch environments, instead of the mouse-driven Mac we all use now.
The big question for me is, what will Windows look like then?