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Steve Jobs's principles were unique in that he placed a high emphasis on the presentation and perception of a product. He believed that the way a product is presented, down to the tactile experience of opening the product's box, can greatly influence how the customer perceives the product. This focus on the aesthetic and experiential aspects of a product set him apart from many other tech leaders.
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People judge a product or a company by the signals it conveys. If a product is presented as slipshod, it will be perceived as slipshod. If the company presents them "in a creative professional manner, we will impute the desired qualities." These principles have been at the core of Jobs's approach to products. As Jobs recounted later, Markkula taught him that the tactile experience of opening an iPhone box will set the tone for how the customer perceives the product.
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What principles made Steve Jobs one of the greatest inventors and product visionaries of the 21st century? Biographer Walter Isaacson raises the curt...
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