Write copy that sells your company's ecosystem instead of just its products

Brian Barrett at Gizmodo says:

Apple isn't a hardware company, or a software company. It's not iOS or iMac. Apple, like Google and Microsoft and anyone else that wants to survive in the 21st century, sells only one thing: an ecosystem. The most powerful one in the world. 

What Apple realized before anybody—and what Amazon, Google, and Microsoft have slowly but aggressively come around to—is that the act of buying a phone or a tablet or a computer isn't an isolated incident. Gadgets don't exist on islands. They're one-way tickets to platform archipelagos, to fiercely guarded fiefdoms where everything works in harmony within walls that are high and strong. And the longer you're inside, the harder it is to leave.

A good idea for any brand journalist. If you want customers to adopt your ecosystem, you have to persuade them that it fits their wants (emotion) and meets their needs (logic). The first step is making prospects aware of the ecosystem and how it matches up with their views of the world. That job often falls to the brand journalist.

When looking for a story to tell, look for one that sells more than a product; sell the ecosystem.