Number 1 is more memorable and more valuable than number 2 (or greater)

Examples:

• Brad Pitt and Angelina Jolie vs. Ian Sumerhalder(?) and Uma Thurman
• iPod vs. Zune
• #1 hit of 1968 Hey, Jude by The Beatles, #2 Love is Blue by Paul Mauriat

Some aspects of #1 products:

• Make us happy (?)
  • Understand what people are trying to do
  • Make them feel like they're in control:
    • let them adjust options
    • provide immediate response
    • be reliable in feedback
• Obsession with Aesthetics
  • Example: Bottom of an IBM laptop vs the bottom of a MacBook Air
  • It's NOT lipstick. It's not something you can punt.
  • It's TASTE. You need to have taste.
  • Example: brushed chrome interfaces are like fake columns on modern buildings: unnecessary but attractive
• Follow the culture
  • Observe the existing culture code
  • Example: SUVs FEEL safer than sedans (even though they're not) because some French guy said:
    • Curves everywhere
    • Cupholders
  • Culture is all about context: Ruby and Python are similar languages but have very different cultures
  • Understand the MEANING of your product