Innovation keynote speaker Jeremy Gutsche argues that customer obsession is the key to breakthrough ideas and innovation. During his keynotes and throughout his book -- which you can read for FREE here -- he states, "Breakthrough ideas and disruptive innovation stem from a deep understanding of the customer."
This concept of customer obsession is closely connected to another idea Jeremy explains in his book -- emotional connections. Invoking an emotional connection with customers will make the message of a brand more memorable.
To help readers grasp this concept, he references the image of Iron Eyes Cody from the 'Keep America Beautiful' campaign to encourage people not to litter.
"Titled 'Crying Indian,' the ads featured Iron Eyes Cody shedding a tear after a motorist throws trash from a speeding car.
Although the image dates back to 1971, people remember Iron Eyes Cody because he makes an emotional connection."
By making an emotional connection, the memory of a brand's message can become timeless.