I guess the marketing job is getting tough, so tough that they have to be rather creative about it.
Like inventing a new way.
Forget the product, forget the need.
Concentrate on the customer.
How can you convince him that he needs your product?
How can you ACTUALLY making him needing your product?
The more the better.
The smarter you are the more succesfull your product is going to be.
Said in this way it has a certain touch of cheating. But, believe me, it doesn't.
It can just be a way to open your customer's eyes.
Did anybody need a cell phone before they invented it?
Did anybody even think how nice it would have been to be able to be ALWAYS on standby? Always reachable and ready for a conversation, or a message?
Or did anybody need to have a camera with him 24 hours a day, being able to take pictures whenever he wanted?