Empathy, Focus, Impute
Mike Markkula (angel investor of Apple) once wrote down three simple principles and called them ‘The Apple Marketing Philosophy’:
We will truly understand their needs better than any other company.
In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.
People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.
— Mike Markkula January 3, 1977