When asked to articulate the reasons for his success, Steve Jobs noted seven what he called, principles. They were: – Do what you love – Put a dent in the universe – Kick start your brain – Sell dreams not products – Say no to 1000 things – Create insanely great experiences – Master messages […]

When asked to articulate the reasons for his success, Steve Jobs noted seven what he called, principles. They were: – Do what you love – Put a dent in the universe – Kick start your brain – Sell dreams not products – Say no to 1000 things – Create insanely great experiences – Master messages All of these principles warrant a book in their own right. Indeed, many have been written. The one I want to concentrate on here is the fourth – sell dreams not products. Selling dreams makes a lot of sense. People will pay a lot more for a dream than they will pay for a product. People will work harder and travel a lot further to buy a dream than to buy a product. Through effective communication it is easier to create demand for a dream than it is to create demand for a product. Dreams also…