Making it real by making it closer

"Items in the future are closer than they appear.

If you're going across town, you're very specific: "188 Fifth Avenue, on the east side of the street please."

On the other hand, when you go on vacation, you tell people, "I'm going to Paris," not "we're going to 8 rue du Cherche-Midi." And if you're going even farther than that, you skip the city and country altogether and just say, "we're going to Africa." One day, Richard Branson will take you all the way to Mars--all you get is the name of the planet.

This makes sense, of course. We don't need to know which crater you're going to, just that it's far away.

Marketers spend a lot of time describing a future and making it real. The more general you are in describing it, the farther away people imagine it is. "We're going to launch a new product next year" sounds a lot more distant than handing someone a prototype and saying, "this launches on January 3rd at 2 pm at CES."

Short version: If you want people to embrace your version of the future, talk about it like it's right around the corner, not on another planet."http://sethgodin.typepad.com/

After reading the article I though of how d this analogy that Seth Godin makes actually was and also how true it is as well in the world of business. Automatically, I related the content in this article to the marketing plan of Applw, specifically the tools they used in regards to the iPod and the iPhone.

When the iPod as well as the iPhone emerged, there was no other object out there that resembled it at all. Yet, Apple was successful with both products and this relates to what Godin is talking about. Apple used a simple method of describing these products by making them appear user friendly which led to their large growth.