The message

Motivating others to follow your idea is never easy, especially if it is new and innovative in such a way that adopting it may cause others to actually behave differently.  The surest way to pull people in as early adopters is in the way that you message the enhancement, the new product, or the new process.

I think most people agree that Steve Jobs and his team were the masters of the corporate message when unveiling new Apple products.  The message was about as important as the product with Apple.  Jobs memorable quote on the critical nature of the message is one that is surely easy to remember:  “You’ve baked a really lovely cake, but then you’ve used dog sh*t for frosting.”  — Steve Jobs —

Ideas, enhancements, and products can die before they are even launched if you fail to message it effectively.  The iPad was messaged as  “a magical and revolutionary product at an unbelievable price.”  This message is concise, compelling, consistent, and easily repeated.

I understand that you may not be introducing an iPad to a global audience anytime soon, but being conscientious of how you message the change/adoption you wish to make remains critical.  The frosting on the cake matters as much as the cake.


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