" People don’t want what you make They want what it will do for them. They want the way it will make them feel. And there aren’t that many feelings to choose from. In essence, most marketers deliver the same feelings. We just do it in different ways, with different services, products, and stories. And we do it for different people in different moments. If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you’ve done something worthwhile. The thing you sell is simply a road to achieve those emotions, and we let everyone down when we focus on the tactics, not the outcomes. Who’s it for and what’s it for are the two questions that guide all of our decisions. "

― Seth Godin , This is Marketing: You Can't Be Seen Until You Learn To See