Marketing Principles

Five principles for marketing that connects emotionally and drives action.

1. Emotional Appeal Over Technical Details

Sell the vision, values, and lifestyle—not specs. Make customers feel part of something meaningful.

Apply by:

• Lead with transformation: what does the customer become?
• Connect to identity and aspiration
• Features support the story, never lead it

Example: "Think Different" celebrated innovators, positioning Apple as a brand for creative rebels—not a computer maker.

2. Radical Simplicity

Strip complexity from products, messaging, and design. Simplicity delights users and differentiates.