Mike Markkula played a significant role in shaping Apple's marketing philosophy. He wrote the Apple Marketing Philosophy, which shaped Steve Jobs's approach to product design and branding. The philosophy 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.

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Steve Jobs's approach to product design and branding significantly influenced consumer perceptions of Apple. His philosophy, shaped by the Apple Marketing Philosophy, emphasized empathy, focus, and impute. Empathy allowed Apple to deeply understand customer feelings and needs, focus enabled the company to excel in a few key areas by eliminating unimportant opportunities, and impute meant that people judge a product or company by its cover, leading to a strong emphasis on aesthetics and user experience in Apple products. Jobs also insisted on working with 'A players', ensuring that those who were passionate about the product were involved in its creation. This approach resulted in products that were not only technologically advanced, but also user-friendly and aesthetically pleasing, which greatly enhanced consumer perceptions of Apple.

Steve Jobs introduced several key innovations at Apple. Firstly, he marketed a personal computer that came with a keyboard and screen, which was a significant shift from the business-oriented computers of the 70s. This product, the Apple II, was a commercial success and launched the Personal Computing revolution. Secondly, Jobs adopted a unique approach to product design and branding, guided by the Apple Marketing Philosophy. This philosophy emphasized empathy, focus, and impute. Lastly, Jobs was known for his rigorous recruitment process, hiring only those who showed a passion for the product.

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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Steve Jobs: The Exclusive Biography

What principles made Steve Jobs one of the greatest inventors and product visionaries of the 21st ce...

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