Why Should I Care?

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“You’ve got to start with the customer experience and work back toward the technology—not the other way around”--STEVE JOBS

Planning with ‘Why Should I Care’ mindset

    During planning phase, it’s important to keep in mind this consequential question: Why should your audience care? In your presentation, don’t talk too much about how great your company is. Focus on why should your audience care.  

“Your audience wants to be informed, educated, and entertained: informed about your product, educated on how it works, and entertained while learning about it. Above all, people want to know the answer to one question: Why should I care?”

Why, not How

“It’s not about you. It’s about them.”

        People care about ‘why’ much more than ‘how’ (the product work). So, tell them early, often, and clearly.

“If you pay close attention to Jobs, you will see that he doesn’t ‘sell’ products; he sells the dream of a better future.”

Repeat until It Gets Through

        Once you got the answer, make it clear repeatedly in your presentation and all other marketing collateral, including press releases, website pages, and so on. Repeat until your answer pops out of your audience’s head without thinking.

Source: The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience 

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Book or Audiobooks?

          Personally, I prefer audiobooks. It's fun, and I can listen when I'm doing something else. It also makes other activities (e.g., jogging) a lot more fun. For more detail about audiobooks, please read [this post].     
          There is one more reason that may encourage you to go for the audiobook version. You can get it now for FREE. Audible offers you a free trial for 14 days. Even if you get the book and cancel the subscription right away (so that you don't have to pay), you can keep the book. And, don't worry if you lost the audiobook file. Just log into audible.com. You can keep downloading the over and over again.

    About the summary: It takes time to finish up a book. And, when you do, sometimes, you want to review what you learn from the book. If you do not make  notes as you read, you might have to go through the book once again. This can be time-consuming when you are dealing with a book. But you can still flip through the book and locate what you are looking for.

However, when the material is an audiobook, it is extremely hard to locate a specific part of content. Most likely you will have to listen to the entire audiobook once again.

This book summary will help solve the pain of having to go through the book all over again.

I am leaving out the details of the books. Most books have interesting examples and case studies, not included here. Reading the original book would be much more entertaining and enlightening. If you like the summary, you may want to get the original from the source below.