Learn from Apple’s 3-Point Philosophy

By Ruth Michel

Steve Jobs by Walter Isaacson explains “The Apple Marketing Philosophy” that strengthened Apple’s brand and products. Mark Markkula, Apple’s second CEO and an early investor, imagined the three principles during Apple’s youth. It’s clear that co-founder Steve Jobs embraced this mindset throughout his career.

Empathy

We will truly understand their needs better than any other company.

Focus

In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.

Impute

People DO judge a book by its cover. 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.

Throughout its history, Apple has been innovative and mold-breaking. Its products have been as close to perfect as may be humanly possible. Even the hidden inner workings of its electronics are designed with quality, like the unnoticed but neatly stitched back of a cross-stitched wall-hanging. Most companies could benefit from Apple’s example. Take a minute to consider how yours could improve in these three areas:

Empathy

• Are we researching our audiences?
• Have we had recent discussions with customers about their needs and wants?
• Have we taken time to consider how to exceed customer expectations and create non-existent, desirable products or services?

Focus

• Could I list my top priorities right now?
• Can we cut any ineffective, unnecessary or unprofitable programs, services or products?

Impute

• Do we take pride and care in the way we look and act?
• What kind of image do we display? Is that how we want our audiences to perceive us?