I’ve always asked clients to describe what makes their product different—that’s even before I ask what makes it better. Difference is more memorable than “better,” simply because everyone says they’re better. When clients can’t give me a difference—or an improvement—I’m in trouble. I have to “create” something which is already, in my mind, bullshit. Before clients decide to promote themselves, they should have this “difference” down pat. Obviously Zuckerberg and Kalanick do. When you can simplify your reason for being, you don’t need examples of how it’s done. It’s organic. That’s the first thing any agency should tell a client.

I did a poor imitation of Don Draper for 40 years before writing my first novel. I'm currently in the final stages of a children's book. Lucky me.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store