It’s full of great tips but this is my favourite:
Guy Kawasaki, who worked as an evangelist at Apple, says,
“What Steve did that few marketers understand is that he first created a great product. It’s hard to market crap. Most marketers take whatever crap is thrown at them and put lipstick on the pig. Steve’s ‘secret’ was to control the product and the marketing, not just the marketing.”
When we first engage with a new client, we start by talking to their customers about the client’s products or services to find out what makes them special. If they don’t have anything special, we know we need to help the client MAKE their offerings special. Otherwise, as Guy says, we’re just putting lipstick on a pig.
The rest of the lessons in the above post are also gold, so I recommend reading them and considering how you apply them to your business.
by Cameron Reilly