How Google and Apple Create Winning Posts to Sell New Products


The chip that powers the new Google Pixel 6 line of smartphones is bespoke technology that provides a 20-core GPU.

According to Google, the graphics will be much sharper, making popular Android games a better experience. Apps will load faster and photos will look great, along with new camera tips.

Few of the customers care about “cores”, but they do care about their experience with a product. The faster you get them to care, the more excited they’ll be about your product and more likely to buy it.

For fifteen years, I have worked closely with the CEOs and executives of some of the biggest tech companies in the world. A difficult communication challenge they face when launching new products is the need to balance technical information for the people who want it, while delivering simple, high-level messages for everyone else.

So what ? Test

A simple rule of thumb is to take the “So what?” »Test.

Apple is following the test with flying colors. Although their launch presentations can get very technical, speakers learn how to answer the question, So what?

For example, Apple also recently made the chip headlines with the launch of MacBook Pro laptops with Apple’s bespoke silicon called M1 Pro. The technical specifications of the chip are mind-boggling: 33.7 billion transistors, 8 high-performance cores and much more.

“Put simply, it’s the world’s most powerful chip for a business laptop,” said an Apple vice president speaking at the launch event. “Everything is blazingly fast and responsive. Apps wake up instantly. They offer incredible performance and incredible battery life, so you can compile more code or edit more videos on a single charge.”

In this case, the So What? The test was aimed at a specific audience: creators of high-end content such as publishers, filmmakers and musicians.

Effective communicators spend a lot of time getting to know the target customer of the product. They wonder :

  • What is the client’s pain?
  • What does the customer find frustrating with the current products?
  • What will surprise and delight this client?

The better you know your customer, the more effective you will be at creating messages that resonate with them.

Don’t bury the lead

In journalism school, we were taught that a poorly written article “bury the lead”. The same rule applies to a presentation, email, website, or marketing material for a new product. The technical details are important, but they are only the details.

The “leader” answers the question, so what?

I learned the powerful effect of So What? test when I met a team of executives about to launch a revolutionary medical device.

“Tell me about the product,” I asked the group.

“This is the first dynamic volume CT scan with 320 ultra-high resolution lines,” one executive responded enthusiastically.

“Well, that means he can image an entire organ in one gantry rotation.”

“So what?” I asked again.

“In other words, if you have a stroke or a heart attack, it will be the difference between life and death.”

“Now I understand!” I exclaimed.

The presentation we created generated a lot more sales than the company initially expected. But as you can see, I had to repeat the question until we identified the essence of the story. Creating clear and compelling messages often takes time. The first drafts are rarely the best.

Keep asking, “So what?” The exercise will pay off when your customers are excited about your new product or service.

The opinions expressed here by the columnists of are theirs and not those of

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