Context Isn’t Easy or: if you wouldn’t complain to your surgeon about taking her time, don’t complain to your design team

Products are more than they seem. This is true for both marketing and design. Many of us have largely been taught to focus on functional goals and actions, and to be fair there are many good reasons to understand functional needs. Unfortunately, the approach, which is rekindled every few years under a different guise (e.g. […]

Marketing More Than Features: Windows to the Soul

We spend an awful lot of time marketing features to individuals; neat little segments that correspond to the demographic data we glean from surveys and similar devices. ¬†We talk about features, function and material benefits. The catch is that people work, live and think in terms of a socio-cultural system. That means they are frequently […]