Steve #Jobs led the greatest turnaround in corporate history, taking a near-bankrupt #Apple and turning it into one of the largest and most profitable companies in the world ... but he didn't look that great on paper. He wasn't an #engineer. He couldn't write a line of code. He didn't have an MBA. He had no college degree at all. He wasn't a great manager, in the conventional sense. When it came to the bureaucratic aspects of running an organization, he was useless.
So what made him great? His gift, simply put, was #marketing. In the words of Guy Kawasaki, who worked under Jobs at Apple: "Steve was the greatest marketer ever." Here are 2 important marketing lessons from Jobs.
1) Make a great #product. Kawasaki, who worked as an evangelist at Apple, says, "What Steve did that few marketers understand is that he first created a great product. It's hard to market crap. Most marketers take whatever crap is thrown at them and put lipstick on the pig. Steve's 'secret' was to control the product and the marketing, not just the marketing.
2) Keep secrets and build mystery. The reason people lined up at Apple events, aside from Jobs' rock-star charisma, was that he was a master of suspense and surprise, and there was always the hope that he might unveil something amazing. By the time Jobs got up and showed off the #iPhone, the world had been buzzing about it for a year, with people passing around photos of supposed #prototypes and designers creating their own imaginary versions of what an Apple phone might look like. Jobs was also famous for his "One more thing" gesture, where, just when you thought a press conference was over, he'd say, "Oh, one more thing," and then pull out something that blew everyone away. The lesson: Most #marketers rush out to tell everyone as much as they can about their product. Jobs did the opposite - he held back information to get people excited.
A lot of #companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their #wallets. - Steve