The Apple Marketing Philosophy

So I am a couple hundred pages into the Steve Jobs biography recently written and released by Walter Issacson.

Check out the book here.

It is a very interesting read and I’m sure I’ll learn many important things from it but this nugget
jumped out at me and I had to put it on here.

This was written in 1977 and notice how these 3 things are still so ingrained in Apple:

The Apple Marketing Philosophy

By: Mike Markkula


By 1977, as Jobs and Wozniak were frenzied, taking orders for the Apple I and looking for venture capital as they developed the Apple II, the men brought on investor Mike Markkula into the business. In addition to injecting $250,000 into the company and becoming a third partner, Markkula penned “The Apple Marketing Philosophy,” a three-point call to action that has served the company well. It can also be an example for other startup businesses.


Point No. 1: Empathy
Apple should strive for an “intimate” connection with customers’ feelings. “We will truly understand their needs better than any other company,” Markkula wrote.


Point No. 2: Focus
To be successful, Apple should center its efforts on accomplishing its main goals, and eliminate all the “unimportant opportunities.”


Point No. 3: Impute
Apple should be constantly aware that companies and their products will be judged by the signals they convey. “People DO judge a book by its cover,” Markkula wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.”




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