Features vs Identity

Lead with identity, not features.

Features vs Identity
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In a previous lesson, we saw how Apple built a zealous following by communicating their values and purpose. Let's look at TiVo as a counter-example, the first digital video recorder, largely considered a commercial failure.
When TiVo launched their product they told us all what they had. They said, "We have a product that pauses and rewinds live TV, skips commercials, and memorizes your viewing habits without you even asking." And the cynical majority said, 'we don't believe you. We don't need it. We don't like it. You're scaring us.'
What if they had said, 'If you're the kind of person who likes to have total control over every aspect of your life, boy, do we have a product for you. It pauses live TV, skips commercials, memorizes your viewing habits, etc., etc.'
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Translate your product or brand into an identity. Who can you help be more true to his or herself? *Speak to THEM.* (Hint: start with, if you're the kind of person who... etc.)

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Simon Sinek Collection