I would repost the entire thing if I could. Just go over and read it, seriously.

It applies to you as a person, be it in design or wherever. It applies as to the products you make or sell. It will make you more popular to everyone around you and they will crown you with “Mr. / Mrs. Popularity” for that entire year. So again, read it now.

Some quotes:

PERSONALITY MAKE PRODUCT FRIEND. YOU HELP FRIEND. YOU FORGIVE WHEN FRIEND NOT PERFECT. YOU WANT FRIEND WIN.

BORING STRANGER?… YOU NOT.

Products are very much like this. If you’ve had something for a long time and it’s become a part of your identity you do tend to forgive it’s shortcomings more readily. Likewise, when it becomes broken or slightly off, you feel somewhat sad, slightly sympathetic, like you would if you found out your friend was really sick.

HAVE PERSONALITY EASY. ANSWER THREE QUESTIONS:

1. HOW YOU CHANGE CUSTOMER’S LIFE?

2. WHAT YOU STAND FOR?

3. WHO OR WHAT YOU HATE?

NOW HAVE MISSION, VALUES, ENEMY. THAT ENOUGH FOR MINIMUM VIABLE PERSONALITY.

Again, I would attribute some of Apple’s success simply because it was the anti-Microsoft. People saw it (because they advertised it as such) as this scrappy underdog who valiantly fought against this stale, monolithic corporation. People automatically saw flaws in Windows and thought “Hey, I’ll bet Mac doesn’t do that.” even if it weren’t true (there are lots of flaws both share) which is how the advertising stuck – they made enemies. “You’re frustrated with Windows? So are we. Come join us.” is what the honest slogan would be. And it’s incredibly, incredibly effective.

Do this, you’ll win.

Look! More awesome posts:

1. Just Try to be Good
2. Why the iPhone 4S has already won
3. Range Rover Evoque