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Food for creative thinking
Sharing food for thought with creative communities that apply the ‘people-focused’ design approach.
Recent Articles
‘It's a great product’ won't sell anything
'This is a great pen. You can write down the important moments in your life.'
That's the line from The Wolf of Wall Street that inspired this piece — and it's a near-perfect example of how not to sell something.
No customer need. No differentiation. No reason to believe.
In the article, I break down the three building blocks of a compelling Value Proposition — the difference between vague claims and words that actually move people.
If you're a founder, PM, marketer, or designer who has ever struggled to explain why your product is genuinely better than the alternatives, this one is for you.
Do Innovators Really Love Technology
Innovators don't buy technology because they love technology.
They buy it because it reflects their values — who they are, and the kind of life they want to lead.
Understanding that distinction is the difference between building a product that crosses Geoffrey Moore's chasm and one that disappears in it.
Beware the Slogan
New leader. Big promises. No real change.
Because slogans don’t drive action — clarity does.
If people don’t know what to do on Monday morning, nothing moves.
Change isn’t a speech.
It’s architecture.
About the site
A platform for sharing several insights I’ve gained from various creativity-focused publications. I’m hoping the articles offered will trigger your curiosity and help you in your work. But it’s also my hope that, as the site grows and develops, it will become a community platform, one enabling all those involved in creative work to share their thoughts on the topics I’ve raised here.
Each article begins with a quote from, and reference to, a publication that offered me an insight into a particular topic. I then expand on that insight and offer my suggestions on how it could influence you in your creative activities.