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 did not look that great on paper.
He was not an engineer. He could not write a line of code.
He did not have an MBA. He had no collage degree at all. It’s also true he was
not a great manager.
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
10 marketing lessons you can learn from him.
1:
accentuate the positive
Steve started life out on the wrong foot. He was given up
for adoption at birth. Though break? Young jobs did not think so: he was
thankful for his loving adoptive parents who happened to live in Palo Alto,
California.
2: Make a
great product.
Kawasaki, who worked an evangelist at apple, says, “What
Steve did that few marketers understand is that he first created a great products.
It’s hard to market crap. Most marketers take whatever crap is thrown at them
and put lipstick on the pig. Steve secrets were to control the products and the
marketing not just the marketing.
3: learn
from others:
In high school, jobs attended lectures at a small computer
technology company called Hewlett-Packard. Before turning 21, Steve had worked
for both HP and Atari. He saw what these companies were doing and learned what
he wanted to do differently with Apple.
4:Don’t
value Money:
As CEO of Apple, Jobs earned $1 a year. Steve was not
incentivized by his salary, but by his own unrelenting pursuit of excellence.
5: Value
People:
Jobs hired passionate people and cultivated exceptional
company cultures at both Apple and Pixar and their work speakers for itself.
6:Stay hungry,
stay foolish:
Again from the end of jobs memorable Stanford speech:
When I was young, there was an amazing publication called The
Whole Earth Catalog, which was one of the bibles of my generation.
It was created by a fellow named Stewart Brand not far from here in Menlo Park,
and he brought it to life with his poetic touch. This was in the late 1960′s,
before personal computers and desktop publishing, so it was all made with
typewriters, scissors, and Polaroid cameras. It was sort of like Google in
paperback form, 35 years before Google
came along: it was idealistic, and overflowing with neat tools and great
notions.
Stewart and his team put out
several issues of The Whole Earth Catalog, and then
when it had run its course, they put out a final issue. It was the mid-1970s,
and I was your age. On the back cover of their final issue was a photograph of
an early morning country road, the kind you might find yourself hitchhiking on
if you were so adventurous. Beneath it were the words: “Stay Hungry. Stay
Foolish.” It was their farewell message as they signed off. Stay Hungry. Stay
Foolish. And I have always wished that for myself. And now, as you graduate to
begin anew, I wish that for you.
Stay Hungry. Stay Foolish.
7: Start
Early:
Because Steve
was still a sponge-brained teenager when he started working with computers, he
learned quickly.
It also
helps that he started Apple in his early 20 when he was still full or energy,
fresh ideas and not yet restrained by a family or career.
9: Expect
Greatness:
People tend
to rise to expect ions.
10: Fail
Forward:
Everybody fails.
Its how you respond to those failures that makes all the difference. In 1984, Steve
jobs were fired from Apple.
At Stanford’s
2005 commencement address, he had this to day about it:
“I
didn’t see it then, but it turned out that getting fired from Apple was the
best thing that could have ever happened to me. The heaviness of being
successful was replaced by the lightness of being a beginner again, less sure
about everything. It freed me to enter one of the most creative periods of my
life.”
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