Compare this to the iPhone ads at Apple.com What do you see?

Bell completely focusses on the “functions” you can do with a Pre. There is tapping, and zooming and sliding and pinching and so on. But guess what: people don’t care about that without context. It’s like flipping a switch. Without a result you are just going to do this because you are bored. Under normal circumstances you flip a switch you accomplish something. For example turning on a light. And then you have a task to accomplish a goal.

In comparison in the iPhone ads they show you how to accomplish goals. These might not be your daily goals, but it’s important how they a shown. It’s not about the single tasks, but about the end result a user likely wants to accomplish.

So the next time you think about a specific feature or function, think about how it will fit with the user’s goals.