This week’s thinking launch point:

My most successful clients excel at simplifying their marketing, messaging and PR. As an industry, we have trouble with this kind of simplification. Consumer electronics products are complex and the engineers who make them are biologically incapable of simplicity. Which means your marketing department begins its work with a highly technical product demo and features list.

It’s your job in marketing and PR to ruthlessly, relentlessly simplify that information for the press and consumers. The easiest way to do this is to answer this question: how will this product improve consumers’ lives? The answer will be simple. You obtain the answer from your customers. And then you use their language in your communications.

That’s the most powerful marketing available to you.