The Objective of Marketers
The objective isn’t to tell a story or to demonstrate product superiority or to use a celebrity or to resonate emotionally or to create experiences. The objective is to sell…and there are many communication strategies that can get you there.
One of Jobs’s business rules was to never be afraid of cannibalizing yourself. “If you don’t cannibalize yourself, someone else will,” he said. So even though an iPhone might cannibalize the sales of an iPod, or an iPad might cannibalize the sales of a laptop, that did not deter him.
It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.