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The of course effect

Of course a tablet turns on instantaneously. Yet, before the iPad came out we were used to minute-long wake-ups from computer laptops. For many users, finding their device ready to use the instant they turned it on was a revelation.

Go through your office or your house and you’ll find dozens – if not hundreds – of these “of course” product features. The kind of feature that when you’ve used it even just once, you ask yourself how this could not have existed before. Why had no one thought of this before?

Many companies chase the wow effect in their marketing – a spectacular decoration of the product or a breathtaking story they can tell around the product – but overlook the fact that the down to earth “of course” effect is often way stronger.

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When you’re pitching an idea … … clear beats clever.… tangible beats sensational.… plain English beats jargon. I have yet to see an exception to

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