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Lessons to be Learned from Steve Jobs
Transcript of Lessons to be Learned from Steve Jobs
When you look at his vast technical accomplishments, it's easy to forget Steve Jobs was a great marketer. As a matter of fact, Apple co-founder Steve Wozniak said that marketing was Jobs' greatest skill.
The Marketing Genius
Steve Jobs was one of the greatest innovators of our time. He had the ability to envision new products consumers didn't even know they wanted.
When Jobs asked his advertising agency, Chiat/Day, to come up with a commercial to launch the Macintosh, he wanted a TV commercial that would revolutionize advertising the way the Mac was about to revolutionize the computing world.
Chiat/Day answered the call, and came back with a commercial that positioned Apple as the computer of the individual, and would call out IBM as the machine of the corporate overlords. The ad borrowed the theme and title from the George Orwell book: 1984
In 1997 Steve Jobs re-hire Chiat/Day and asked the ad agency to come up with a bold new campaign to let people know Apple (and him) was back. One week later, Chiat/Day returned with a campaign that featured dramatic black and white photographs of people like Einstein, Thomas Edison and John Lennon.
Each one a hero of Steve Jobs.
Follow your own path
Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma — which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition.
It's all about branding
when Apple introduced the iconic iPod in 2001, it revolutionized the way people listened to music.
Jobs also realized he could sell more Macs by selling more iPods.
When Apple introduced iTunes later in 2001, it gave people an elegant and simple way to organize their music. But when it introduced the iTunes Store in 2003, it offered something else - a way to purchase music.
Advertising Age Magazine maintains that the Dylan iPod commercial changed everything because it "flipped the formula." For the first time, an advertiser didn't write a big cheque to the artist, it just offered to generate sales via the commercial.
Products and objects have a soul. A personality. An essence. When you look at the products Steve Jobs created, you realize that was a huge part of Apple's magic. Jobs wanted computers to be "friendly."
The launch commercial for the iMac positioned its elegant simplicity against the more complicated PC:
Follow your own path
When Jobs announced the Apple retail stores, he was immediately attacked from all sides. The press was particularly negative. Business Week said, "
Maybe it's time Steve Jobs stopped thinking quite so differently
He wanted to control the buying process, he didn't want middlemen selling his products, most of all he wanted to create an experience for customers.
He wanted to invest more and improve the buying experience and the ownership experience.
In 2010, he unveiled the iPad.
He asked his ad agency to create a "manifesto" commercial that declared how revolutionary the iPad was. He wanted to pre-empt the other companies who would be coming out with copycat tablets within the year
In 2007, Jobs unveiled his latest disruption to yet another industry:
Where he once said that an iPod was like having 1,000 songs in your pocket, he now seductively announced the iPhone was like having your life in your pocket.
One more thing...
Advertising Age magazine recently pointed out that, as a marketer, Steve Jobs was decidedly - and effectively - "old school."
In 2010, Apple spent $420 million dollars on advertising, dominated by network TV, newspapers, magazines, circulars and billboards.
Yet, for all the digital disruption Jobs brought to the world, he spent less than 10% in digital marketing.
He clearly didn't think much of the web as a branding medium.
A very interesting choice. But then again, Jobs loved to shatter the rules.
Everything a company does is a marketing act...
Steve Jobs understood that, and even the smallest design elements shouted Apple's brand.
A lot of times, people don't know what they want until you show it to them
It sounds logical to ask customers what they want and then give it to them.
But they rarely wind up getting what they really want that way
I obviously believed in listening to customers, but customers can't tell you about the next breakthrough that's going to happen next year that's going to change the whole industry
There's a great quote by Henry Ford. He said, '
If I'd have asked my customers what they wanted, they would have told me "A faster horse
He convinced consumers to pay for what they could steal
He beat free
Steve Jobs' Motto
"Stay Hungry. Stay Foolish"