"“1,000 songs in your pocket”"

"When everyone else was saying “1GB storage on your MP3 player”, telling people about the product, Apple went ahead and made you a better person, that has 1000 songs in your pocket."

"In particular, the image itself proved to be popular—understandably. It’s a great way to describe clever marketing that focuses on benefits rather than features."

"People don’t buy products; they buy better versions of themselves. When you’re trying to win customers, are you listing the attributes of the flower or describing how awesome it is to throw fireballs?"

"One from the ideacrossing blog describes features as “what your product or service has or does” and benefits as “what the features mean and why they are important.”"

"it seems like features are the “what” of your product or service, while benefits are the “why” behind it."

"They don’t want quarter-inch bits. They want quarter-inch holes"

"Evernote: Remember Everything"

"Twitter: Start a conversation, explore your interests, and be in the know."

"Each of these three things is something you can do with Twitter. Not a feature of the product."

"Nest Thermostat: Saving energy is a beautiful thing."

"In just six words, the Nest Thermostat tagline tells you what the biggest benefit is (you’ll save energy), and something about what makes the product unique (it’s well-designed; it’s “a beautiful thing”)."

"LinkedIn: Be great at what you do."

"It’s very customer-focused, rather than pushing features of the product or company mottos front-and-center."

"Github: Build software better, together."