And guess who reveals it? Steve himself…
Jobs had just returned to Apple after being
away for nearly 10 years. (Kicked out by the CEO
he wished he’d never hired – John Sculley).
At the time, Apple was on the verge of bankruptcy
(45 days of cash flow left, said Jobs later).
Jobs called together a small group of tech reporters
who were still interested in Apple, and told them
what was coming…
“…We need to do to get our relevance and
vitality back after ten years of neglect…
and…the way to do that…”
“Is NOT to talk about speeds and fees..
It’s NOT talk about bits and megaherz (the technology and science)
It’s NOT to talk about why we are better than Windows…”
(How many of US in Network Marketing are taught to talk about the
technology or science or “innards” of our products? How many of us
are taught to tell everyone why “our product” is better than anything
else out there??)
“Here is,” said Steve, “how we get our market to remember us…”(about 6 mins).
PS If you’d like to study the transcript of this magnificent marketing lesson (this
guided the marketing of ALL Apple products), click here.