One of my favorite moments on TV is when Don Draper of Mad Men pitches the Kodak Carousel. The engineers were so fixed on the flashy technological innovation of the “wheel.” They wanted the ad to focus on the wheel and how innovative the technology was. Companies are so focused on showing off who has the best specs, they forget the story or emotion that comes with the product.
The 12 megapixel image sensor doesn’t capture 12 million pixels of color and data. It records a moment in time. It freezes time and brings us back to that moment when we were happiest. It takes us back to a time where we felt something, where we were connected to something.
Find the connection. Find the emotion.