You gotta see this video!" ace ResearchWorks strategist Ross Dammann gleefully exclaimed. And he was right. Watching the parody of Microsoft "improving" iPod packaging is as funny as it is poignantly instructive. It's several years old; and not much has changed. Check it out:

Here are three key takeaways:

1. Purpose: The job of retail packaging is first to get the customer to notice the box and look at it, then to engage them enough to dig deeper. That's it. So K.I.S.S.

2. TMI: Like with other forms of seduction (hey, it is what it is), revealing all right away is NOT the best approach. The package should not try to convey every detail. It's Too Much Information. Usually, less is more (hence, my top secret code name Les S. Moore, since you were wondering).

3. Think/Feel/Do: Every communication piece should be subject to the think/feel/do test. Yes, even Apple stuff. In advance, determine what you want target customers to think, feel, and do when they see the package. Then use those objectives to make sure the creative execution hits the mark. It's a simple, powerful, and ego-free form of assuring purpose-driven communications and accountability for results.

Happy and persuasive communications!