Martin Lindstrom

Customers don’t abandon products. They abandon effort.

The modern consumer doesn’t want more choices. They want fewer regrets.

We used to follow brands. Now we follow people who tolerate them.

What’s popular today is often forgotten tomorrow. What’s useful survives.

Meetings increase in length as clarity decreases.

Trends spread fast. Meaning spreads slowly.

If your brand needs explaining, it’s already losing.

A brand is not what you promise. It’s what people repeat when you’re not there.

Trust is built in milliseconds, and questioned for months.

People don’t change their minds often. They upgrade their justifications.

The fastest way to lose trust is to sound like you’re trying to gain it.

If a brand needs a 40-slide presentation to explain its purpose, consumers will need one to ignore it.

Consumers rarely remember the ad. They remember the feeling the ad left behind.

The brain loves shortcuts. Which is why the brand that feels familiar often wins over the one that’s better.

Your brain receives 11 million bits of information every second. Brands compete for the 50 bits of information your attention actually processes.

Some brands try so hard to look innovative that they forget to be useful.

In a world addicted to speed, the most powerful message is often the simplest.

The biggest marketing budgets rarely produce the biggest ideas. Feel free to change my mind.

Data explains what people did yesterday. Curiosity explains what they’ll do tomorrow.

If you want to be a better designer, don’t study design books. Study sculpture. Study paintings. Study cars, watches, philosophers, movies, fiction, music, people. Study the WORLD.