This quote from Seth Godin expresses my hopes for the student who has created a product or service and is in process of developing it for sale to the world.
What I’m proposing here, then, to be super clear, is that no one ever say, 'This crap doesn’t work, but if we do a great
job of marketing it, people will believe it works, which is going to make it work…'
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Instead, we have the opportunity to do two difficult things:
- Make something that works. Make something effective, efficient, a breakthrough in cost/benefit and a tour de force of design and elegance.
- Build rituals and language around it. Engage in communicating not just the obvious features of the product, but work to create an emotional process around the use of the thing.