Apple Marketing Philosophy | Steve Jobs
Mike Markkula wrote the Apple Marketing Philosophy when Apple was commenced. Who was Mike Markkula ? First big Apple investor and chairman, a father figure to Jobs. He taught Jobs about marketing and sales. “Mike really took me under his wing,” Jobs recalled. “His values were much aligned with mine. He emphasized that you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.” Markkula wrote his principles in a one-page paper titled “The Apple Marketing Philosophy” that stressed three points. The first was Empathy , An intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was F ocus : “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was Impute. It ...
