For many decades, marketing started with creating best in class products and then look for the customers who would buy it. The more features were added, the more complex ended up being the choice for the customer. Additionally, features and technology started to level out across products, driving commoditization emergence in many industries, making price the sole differentiator.When that happened, rankings and lead tables started to emerge, and customer were naturally encourage to choice the best absolute product instead of focusing on the relatively better product for them.In recent years, the customers have earned back the power of decision and best is replaced by appropriate.What does this mean for product manufacturing and marketing?How can we assess what people need as accurately as possible?Do people actually know what they need?How do we, as corporation, recreate interest? Role of content and storytelling.Separating the power of a strong brand from the features of its products. Whats the role of social pressure in our choices?This course will challenge the student to think from the customer perspectives instead of the company. The objective is to create relevance. We will discover together the strength of a brand vs the features of its products and which should come first. And we will discover ways to communicate effectively in commoditized industries (where product differentiation is limited)