Steve Jobs is a wonderful read. Here are my nine favorite marketing take-aways from this book.
a. a. Jobs revolutionized many industries – PCs, animated movies (Pixar), music (iPod and iTunes), cell phones, tablet computing, and digital publishing. In addition, he reinvented retail/branding and drove the market for digital content via the App Store.
b. b. Jobs overall impact on business ranks him with the best (Edison and Ford)
c. c. Apple’s market value was 1/20 of Microsoft’s in 2000. By 2011, it was worth 70% more than Microsoft and became the most valuable company on earth.
d. d. The best way to create value is to connect creativity with technology.
e. e. Leaps of imagination and persistence can lead to remarkable engineering/ products.
f. f. Apple’ s original and lasting vision is bringing great design and simplicity for the masses at a reasonable cost (given the superior quality).
g. g. Technology is about great design, elegance, human touches, friendly interfaces, and even romance.
h. h. Focus on what truly matters – create great products, not making money.
i. i. Figure out what customers want before they do. Don’t rely on market research – “read things that are not yet on a page.” (Comment: as a former marketing researcher this last point is somewhat troublesome. Yet, in technology markets customers didn’t ask for automobiles, fax machines, microwave ovens, or iPods. Anticipatory companies drove innovation and shared these amazing possibilities with receptive consumers. Suggested compromise – cocreate value with customers via qualitative research techniques).
1. How do you see the future of Apple, Inc. – short and long-term? What new businesses/industries should Apple set out to conquer? (review a-c above)
2. 2. Discuss product design challenges and opportunities for another company (product or service) based on Apple’s philosophy. Focus on technology and simplicity (review d-h)
3. 3.What should be the role of marketing research and product development for a company today? (review i)
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|Due By (Pacific Time)
||02/13/2015 08:00 pm