Give your customers a vision to aspire to

Understand what your customer aspires to (be / have / produce) and give them a vision that mirrors this. When you and your customer are working towards the same goal, you create trust.

If Apple has taught us anything about marketing, it's that we all have an idealized image of ourselves - and  when we advocate a position to someone, let's make sure we're speaking to that idealized vision. In Apple's case, they are subtly pushing a clean, cool, modern version of power and class (through computers). What Apple does right:Read more