I was catching up on my MacWorld reading the other day and I came across this gem.
Dave Wiskus, on Apple's approach to marketing and design:
Apple’s approach to the problem was to first connect with the human holding the device, then present you with neat things you could do with it. Advertisements for the iPhone and iPad never discuss features; they show human beings using the devices to enrich their lives.Technology Specialists and Coaches should take note. Most teachers don't care about what a technology can do until they see how well it can be integrated into the human, every-day instructional experience.
People first, then the potential of things.