Do not
sell the
product
SCROLL TO FIND OUT MORE
2 / 10
Sell the
emotional
value!
3 / 10
When Steve Jobs
introduced the iPod
back in 2001 he did not
sell te the product…
4 / 10
Selling a
product:
MP3 player
5 - 10 GB storage
Scroll wheel controller
1200mAh Lithium battery
FireWire connectivity
3.5mm headphone jack
5 / 10
Selling the
emotional value:
Portable music player
1000 songs capacity
Easily scroll and select songs
10 hours is listening
Easily sync and charge
Standard headphones
compatibility
5 / 10
6 / 10
A 1000 songs in your
pocket is what
your target
audience
understands
and can
connect with.
7 / 10
Make it easy for
your target
audience. They
don’t want to
figure out how
these technical
specs will
benefit them.
9/ 10
Talk human,
Not robot
Humanising
Tech-driven Brands
With a Strategic Design Approach