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Steve Jobs's vision for Apple was unique in several ways. Firstly, he aimed to create personal computers that were user-friendly, coming with a screen and keyboard, unlike the business-oriented computers of the 70s. Secondly, he was guided by the Apple Marketing Philosophy, which emphasized empathy, focus, and impute. This meant understanding customer feelings, focusing on a few key areas, and recognizing that people judge a product or company by its outward appearance. Lastly, Jobs was known for his passion for product and his high standards for employees, only hiring those who shared his excitement for the product and ruthlessly firing those who didn't meet his expectations.
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Computers in the 70s were for business use and did not have screens and keyboards. Steve Wozniak and Jobs started Apple to market a personal computer that came with a keyboard and screen. Apple II was a commercial success and launched the Personal Computing revolution. In 1980 Apple was valued at $1.79 billion, and Jobs was worth $256 million at only 25. The Apple Marketing Philosophy, written by Mike Markkula, shaped Jobs's approach to product design and branding. It had three principles: empathy, focus and impute. Empathy meant to deeply understand 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 recruited people with a passion for product. He would show them the Macintosh prototype, and if they got excited and started to use it, he would hire them. Jobs ruthlessly fired B players. "The Macintosh experience taught me that A players like to work only with other A playe...
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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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