Steve Jobs's approach to product design and branding was shaped by the Apple Marketing Philosophy, which was written by Mike Markkula. It had three principles: empathy, focus, and impute. Empathy meant deeply understanding customer feelings. Focus was to eliminate unimportant opportunities and excel in a few things. Impute meant that people judge a product or company by its cover. Jobs also recruited people with a passion for product, and he ruthlessly fired B players.
What principles made Steve Jobs one of the greatest inventors and product visionaries of the 21st ce...
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