What did iLearn from Apple & Steve
i am pretty sure almost everyone who admired this magician has their own version of what they learnt from Steve. So while i may write this so called common feature, what's really uncommon is the fact that i have always followed, admired and believed in whatever Steve did at Apple. it may be too much to say, but i did few things very similar to Steve myself when it comes to work & marketing. so before i begin, let me tell the points which will follow are my own, and at that point of time i really never knew that Steve too shared this kind of philosophy. Only when i started to read about him is when i realized that this similarity and that's when i started following, admiring and believing in Steve's Philosophy.
Consumers are confused
Just ask yourself what you need, and all the answer that you get are to do with things which are already present in this world like a car, smartphone, convenience (say online booking) etc etc. Consumers aren't able to foresee what they would need, instead they try to fill their desires by wishing what they see or know off. to be honest, i saw the walkman perfect for listening to music on the move. I was ok with carrying few CDs or a pouch to hold the walkman. Untill iPod came, and rest is history.
Test Marketing is not necessary
Steve took all the risk and benefits by bringing the product directly to the market without doing any form of test marketing. It requires immense self belief and guts to take a gamble like launching a new products. The P&G's of the world would never ever think of not-test marketing any product. Its a gamble only if you think that it is a gamble. Always ask yourself, will you buy this product and use it for years to come? do you see value/premium in buying this product? will it satisfy my ego? If you have doubts then dont even think of launching it or test marketing it. Test marketing might garner responses to better the product, but what will it do to the idea?
Integrate, converge, transform
Let the idea span across products, services and mediums. Integrate not only the product benefits but bring about added benefits by integrating product/service of one offering with the other. Converge. Bring about cumulation by bringing about two or more product/offering/service in one (TV+Internet or Insurance+Investment). Categories are already made, so if you can't create a new category then transform it. Why do you need to go to the ticket window to book tickets? do it online.
The product/service is the hero
No matter what kind of spending you do on marketing, unless your product is not great! people will not buy it, or not for long. Invest and research most in it. Give it all you may need to make it that much more beneficial, desirable or aspirational. If your product is weak it will sooner or later die.
Be sharp, 100% committal and and do nothing less than amazing.
These are some of the new things that i have learned and shared with Steve, i am sure i'll be adding few more to this list once i am done reading his biography
Consumers are confused
Just ask yourself what you need, and all the answer that you get are to do with things which are already present in this world like a car, smartphone, convenience (say online booking) etc etc. Consumers aren't able to foresee what they would need, instead they try to fill their desires by wishing what they see or know off. to be honest, i saw the walkman perfect for listening to music on the move. I was ok with carrying few CDs or a pouch to hold the walkman. Untill iPod came, and rest is history.
Test Marketing is not necessary
Steve took all the risk and benefits by bringing the product directly to the market without doing any form of test marketing. It requires immense self belief and guts to take a gamble like launching a new products. The P&G's of the world would never ever think of not-test marketing any product. Its a gamble only if you think that it is a gamble. Always ask yourself, will you buy this product and use it for years to come? do you see value/premium in buying this product? will it satisfy my ego? If you have doubts then dont even think of launching it or test marketing it. Test marketing might garner responses to better the product, but what will it do to the idea?
Integrate, converge, transform
Let the idea span across products, services and mediums. Integrate not only the product benefits but bring about added benefits by integrating product/service of one offering with the other. Converge. Bring about cumulation by bringing about two or more product/offering/service in one (TV+Internet or Insurance+Investment). Categories are already made, so if you can't create a new category then transform it. Why do you need to go to the ticket window to book tickets? do it online.
The product/service is the hero
No matter what kind of spending you do on marketing, unless your product is not great! people will not buy it, or not for long. Invest and research most in it. Give it all you may need to make it that much more beneficial, desirable or aspirational. If your product is weak it will sooner or later die.
Be sharp, 100% committal and and do nothing less than amazing.
These are some of the new things that i have learned and shared with Steve, i am sure i'll be adding few more to this list once i am done reading his biography
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