It’s easy to get fascinated by Steve Jobs and his marvellous feat in making Apple as the most valuable electronic products brand in the business world. Each time Apple launches a mobile device, customers happily camp out, regardless of the snow, wind and rain. Jobs implemented various marketing strategies during his era of visionary leadership:
- Focus on People: It’s actually about people, not iPhone, iPad and Mac. Jobs rarely babbled about greatest features of his devices. He focused more on how Apple products will make life easier for average users. He wanted to solve problems and it’s not about intentionally establishing pop culture. Apple is able to figure out what people want in the market and they are pretty good in delivering that to people.
- Focus on a Niche: Jacks of all trades are master of none. Jobs and Apple knew what market to choose and they focused their energy to make wonderful products and solutions. Today, you don’t see Apple build microwave and vacuum cleaners. Apple is about to become a one trillion dollars brand by selling only a few families of products and solutions. For Apple, quality is much more important than quantity, but they are still able to sell millions of mobile devices.
- Keep Things Simple: Apple products won’t be so popular if they are complicated to use and maintain. iOS and Mac OS X are intuitive operating systems that people can use easily. In most cases, people don’t need to read instructions to use Apple devices. We have seen how small children and elderly can get started very quickly. Their products are intended for maximum user friendliness and you will never go wrong with this principle. Apple is able to transform a complex device into something that’s easy to use.
- Aim Big: Apple would never be big, if Jobs and his capable subordinates didn’t aim big. Their actual big goal wasn’t actually about technology. They wanted to make the world a better place with their products and solutions. Small goals and dreams yield trivial results. Big goals and dreams can move the biggest mountain.
- Persevere: Successful marketing requires perseverance, which separates the best from the average. When Jobs was brought back to Apple’s leadership, the company was in shambles. Despite the difficulties, he persevered and built a world class brand.
- Be Different: When designing the original iPhone, Apple knows that their product was immensely different compared to the competition, although it wasn’t the first touchscreen smartphone that would be available in the market. Apple won’t get its early success with the “me too” attitude, because they know how to integrate technology and style. Being different doesn’t require you to implement very new things. You may brainstorm multiple new ideas, improve and integrate them into a single more complete idea. You need to deliver memorable products like iPad and iPhone in the mobile device industry, because they change how people typically use portable communication devices.