Cool thanks for sharing. The one that sticks out for me and the one that's so easy to get wrong is the comment on benefits before features:
> Apple puts benefits before features and technical specs. They emphasize the benefit of a technology. Battery life in terms of work hours, storage in terms of music hours/total photos, etc. Talk to your customers in terms of benefits. Things like security, the ability to hold more stuff, work longer, and work faster are things they understand. GHZ, MPs, GBs, and 48X are just confusing.
> Apple puts benefits before features and technical specs. They emphasize the benefit of a technology. Battery life in terms of work hours, storage in terms of music hours/total photos, etc. Talk to your customers in terms of benefits. Things like security, the ability to hold more stuff, work longer, and work faster are things they understand. GHZ, MPs, GBs, and 48X are just confusing.