12 Immutable Laws of High-Impact Messaging — Brendan Dell // Brendan Dell

Quotes

• "Everything is a commodity now in technology. Everybody's building things. The features are largely the same; the products are largely the same. And because there's so much parity in what's available to people to build technology, features quickly become commoditized." - Brendan Dell

• "Where do you differentiate? One of the moats you can build is brand and how you tell your story and deliver that message in a way that's different and unique from everyone else out there." - Brendan Dell

• "A moat is a notion that you create some chasm around your business that it's difficult for other people to cross." - Brendan Dell

• "Anchoring bias is one of the cognitive biases humans universally display unless you're aware of it. Confirmation bias is another: if I think I'm right, I will look for examples that prove me right." - Brendan Dell

• "An anchoring bias is one of these biases, where it says that once I've made up my mind, it's challenging to get people to change. And we can see this in popular culture with things like politics." - Brendan Dell

• "There are ways that you can then sub-niche within these categories and find different ways and angles where you can make yourself for a particular group of people or a particular subproblem within that category, to carve out your own space where that group within that category thinks you're right for them." - Brendan Dell

• "How do I give people a set of principles to think about when they're writing and creating messaging? The book was my response to that on how to document the practices that I've seen to be effective, that govern effective messaging." - Brendan Dell