To Steve Jobs, marketing was about values. It was about standing for something in a complicated world. It was based on the idea that people could really only remember you for one thing about you. That “one thing” being a thing in the form of a realy value. A value that gets to the heart and speaks to people. 

To make changes happen in people, it requires values : visceral promises that get to the heart of people and that speak to them. They get to the heart of people because people are moved by them and they speak to them because they feel uplifted by them. These values that a company can represent are based on fundamental human desires and don’t change. These are core things that humans have been feeling for thousands of years - the emotions, fears and desires that don’t change and if you are creating marketing that stands the test of time - it always starts here : building off of core emotional insight.

Emotional insight is connecting a core, visual, shared human emotion with the person, company and product in an authentic and real way. When you connect someone to a product with their heart in this type of way, this is how you create something that lasts simply because you are connecting it to something that has lasted all along - human emotions.