Why the best products do not always win.

Nouman A.
2 min readMay 18, 2020
Photo by Charles Deluvio on Unsplash

A mind-changing lesson from the marketing genius, Steve Jobs.

Ever wondered why businesses grow big and achieve global success?

Is it because they have the BEST PRODUCT?

FUN FACT: When the iPod came out in 2001, it was neither the first nor the BEST mp3 player out there, however, it quickly dominated the market and became a global success.

AL RIES and JACK TROUT state in their book, the 22 Immutable laws of marketing:

“There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is a reality, everything else is an illusion.”

Back to the iPod example, when all the competitors were saying “how amazing their product was”, Steve Jobs came up with this million-dollar tagline:

1,000 songs in your pocket.

Simple. Clear. Concise

Now the question arrives:

How to get our prospects and customers to perceive us as the best solution?

To be perceived as the best, you need to clearly and concisely articulate the benefit you offer to your customer. The company that will most clearly communicate its value to the customer is the one that will win business.

Too often, you see too many “our product is amazing” kinda brands. To stand out, communicate your product’s value like iPod or Bombas and build positive brand perception.

Because at the end of the day, creating a brand that gets remembered is better than running after the product's perfection. Thoughts?





Nouman A.

I write about the marketing strategies that made brands millions