@jacquesspitzer: The #1 rule to selling anything is you can’t communicate with someone unless they are paying attention. I’ve been talking a lot about why brands need to think with a social-first lens to win and this is a great example I shared at Google this summer. It’s why the best brands consider product design part of their advertising. Social-first is a lens that forces brands to understand their customers why… What they want and need to see and hear, not just what they want to say as a brand.