Great Products Need a Soul

Great marketing is more than just clever slogans, creative ads, and well-conceived devices. The most important ingredient is the product's "soul."

A product's soul is the intangible belief and commitment that drives its success. It is the dogged pursuit of customers, the untiring commitment to service, and the personal conviction in the product's cause.

The Power of a Soulful Product:

• It Inspires Belief: A product with a soul, backed by a cause, can inspire employees, customers, and the press to believe in it and support it.
• It Overcomes Weakness: With a soul, even a technically weak product can endure against all odds. Without it, even a superior device can wither and fail.
• It Drives Crusades: The soul of a product is what fuels a marketing crusade. It's what made the "Crush" campaign work and what allows an underdog to challenge a giant.

Public relations, advertising, and sales are all more effective when they are communicating the story of a product with a soul. The press wants to talk to leaders who are committed. Salespeople are more effective when they believe in the cause. A product without a soul is just a collection of features.