My Problem With The Search For The

When We Think Of Design, We Usually Imagine Things That Are Chosen Because They Are Designed. Vases Or Comic Books Or Architecture... It Turns Out, Though, That Most Of What We Make Or Design Is Actually Aimed At A Public That Is There For Something Else. The Design Is Important, But The Design Is Not The Point. Call It "public Design"... Public Design Is For Individuals Who Have To Fill Out Our Tax Form, Interact With Our Website Or Check Into Our Hotel Room Despite The Way It's Designed, Not Because Of It.

Marketing Begins Before The Product Is Launched.

People Don't Believe What You Tell Them. They Rarely Believe What You Show Them. They Often Believe What Their Friends Tell Them. They Always Believe What They Tell Themselves.

The Digital Asset That Matters Is Trust. Awareness First, Then Interaction, And Maybe A Habit, But All Three Mean Nothing If They Don't Lead To Permission And Trust. The Privilege Of Connection. Everything Else Is Slippery.

Making An Average Pitch To Average People, Or Having An Average Gala For Average People Isn't Going To Scale Anymore. You've Got To Find The People Who Care. Those People Are Worth All Of Your Time.