Javier and Loretta

Happy Friday,

How was your week? 

Did you finally find time to watch all the SB commercials? I'm still loving the Dunkings and considering buying the tracksuit, I said what I said.

This week, I wanted to go back on the Javier in Frame campaign, a beautiful 60-second story about Javier, who is blind, documenting his life. With over a billion people in the world with a disability, I'm sure this one touches many but also showcases accessibility features available to them—disability innovation at its best. But:

- While you're focused on Javier finding love and documenting these happy moments. Google is also showing you the accessibility feature on a Pixel.

- While you are trying to see what Javier is taking a picture of. Google is showing you how he sees the world and the ability of their product helping capture these beautiful moments.

- While you can't help yourself smiling when you figure out that 2 becomes 3. Google just showed you how technology can help us preserve memories with “Guided Frame”.

For me, the lesson here is to stop trying to sell the functional benefits of our products and demonstrate their emotional benefit instead by

- Leaning on the users 

- Reading their reviews 

- Learning their stories 

And that is your path to differentiation, not your features. 

Don't believe me? Watch it again. 

Now watch this one, a beautiful love story remembering Loretta but also showing:

- immense capabilities to store information

- ability to take a vague command and still deliver

- that technology can preserve memories even when yours is fading.

Storytelling for win, once again.

See you next week.