Value Propositions: If you have to say it, it probably isn’t true.

Apple has joined the posers.

“We love our customers!”

“We are the leader!”

“We start by asking, ‘How will it make you feel?'”

Apple was one of those brands that just didn’t have to say how they worked. They created products we didn’t expect and then showed us the products — with the same style that they built them.

This commercial is beautiful, a stylistic way to make an important point.

But it’s all about them. Not me.

I don’t think this bodes well for Apple.

If you can show how you’re different, remarkable or interesting don’t say it. If you have to say it, it probably isn’t true.

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Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.


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  • Agree with the points you made above Brian. Quite insightful.