David Brier Discusses The Secret Sauce That Keeps The Nike and Apple Brands Winning

David Brier Discusses The Secret Sauce That Keeps The Nike and Apple Brands Winning


Do not be married to your solution. Be married to what your customers want. You want a hack? Here’s a hack: Build your brand around the values of your customer. Values are timeless. Features are not. Values are timeless. Features are not. Nike built the entire empire that they have on values. “Just do it.” Does it say, “Better synthetic rubber! Better synthetic material!”? No. It’s built on values. And when Steve Jobs came back, you know, to Apple after being ousted. What was the first thing he did — besides simplifying — getting rid of all the crap? He simplified, simplified, simplified. Found out — what is the thing that we stand for? It was a VALUE. It was “Think different.” It was not adhering to the status quo. That’s building it on values. Values are timeless. Features are not. A parallel kind of thing is this: ”Do not be married to your solution. Be married to what your customers want.” That’s the exact reason why Netflix came out, I don’t know, there around the same time that Blockbuster was crushing it, But Blockbuster was married to its solution. Its solution was a brick-and-mortar presence where you come and you get… first it was VHS and then it was you know DVDs and da-da-da-da-da; they never realized what Netflix realized. Netflix was like: “We’re in the business of providing a entertainment.” We’re not — because Netflix started out as a freaking delivery by mail! Blockbuster has one remaining store in Bend, Oregon and then we have Netflix which is crushing it and Netflix not only owns the entertainment solution that their customers want: entertainment. But they are now today the number one producer of television content in the world over Disney. Wow. So the thing is: Don’t be married to your solution. I know that what I’m saying has value But what makes it great what moves it from value to great is that you, your listeners people who hear this go, ”I just gained an Insight from something.” Because I am a very, very very, enormous advocate of… insight is the thing that’s going to make the difference. You know, people are always looking for hacks. People are looking for shortcuts. Alway looking for this. Always looking for that. My whole thing is look, if you gain insight, if I take you from the point of knowing not just what are the steps to do: checklist 1, 2, 3, 4, 5. This will check this out checklists are bullshit If you do not have the understanding. If you have the understanding, now the checklist can be utilized with that level of, “Why is it working?”

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