A marketer argues that obsessing over features and pricing misses the point. Instead, ask Simon Sinek's question: why? Apple didn't just sell devices. They advanced humanity. Purpose-driven marketing creates lasting value.
What if we stopped asking, how do we differentiate so much? What if we stopped asking about how do we sell products and features and benefits and price, right? And find the lowest CPM or the lowest cost per click. What if we started asking Simon Sinek's why? Why are we doing this? You know, what about if we said, how do we serve instead of how do we sell, right? How do we serve better instead of how do we sell better? And if we think about the best marketers in the world and what they did, it's kind of interesting. 'Cause that's what I like to do when I think about this and I think about these big ideas and I think about where marketing needs to go. I'll say, well, who did it well? What about this guy? He did it pretty well. So was his goal to sell more computers? Was it to sell more iPads and iPhones and iPods and, and that type of thing, was it, was his goal to create the most valuable company in the world, which he did, right? No, it wasn't. His goal was to advance humankind.
